Pride of Britain: Cheryl and her soldier, Frank Lampard and Christine Bleakley - the awards where celeb love affairs are born
Perhaps it’s because there’s so much good feeling in the air, but over the years there’s been quite a few famous couplings that have begun at the event.
It may come as no surprise to hear that POB regular and renowned lover of all things female, Russell Brand, found himself struck by the beauty of a certain Spicey lady who goes by the name of Geri Halliwell.
It was 2008 and during an interview on his Radio 2 show the next day, Geri just happened to be a guest. So naturally, he told all the listeners about the attraction during the emotional ceremony.
“It probably would have been a good time for me to approach you in a seductive way: ‘Geri, I can cure you of anything you’ve ever worried about’.
“Would it have been a good time to strike?” he asked her.
Seems so: “That would have been a good time to say: ‘I’ll be your knight in shining armour’,” she admitted.
The conversation quickly reduced into talk of sex and all things Russell before he asked her to leave her number on the way out.
Whether or not she did, isn’t clear, but the pair did eventually hook up after the Olympics Closing Ceremony in August of this year and enjoyed spending some time together (yes, that is a polite way of putting it), before Russell swiftly moved on to pastures new. Naturally.
One match that does appear to have ended more positively is that between TV host Christine Bleakley and footballer Frank Lampard.
Both were at the ceremony the year after Russell and Geri, in 2009. Frank spotted Christine during the ceremony and made his move at the after party.
Despite initial concerns over being seen as a WAG, it seems Christine has come to terms with that title as she accepted Frank’s marriage proposal in June of last year - although they’re yet to actually tie the knot.
She has said the awards are “particularly special for Frank and I as it's here where it all began for us. They hold fantastic memories for us. Frank is brilliant and totally supportive. We are very happy.”
One couple who did get hitched after meeting at POB, was Heather Mills and Sir Paul McCartney. They both attended the event in 1999 where they presented awards.
More recent flirty fun took place between the very lovely Cheryl Fernandez-Versini and a very lucky soldier in Afghanistan called Royal Marine Andy Baker, or Bagsy to the boys.
The Girls Aloud singer went out to Camp Bastion last year to boost morale and seemed particularly enamoured with Bagsy, who gave her his number.
She said on her return: “Not only are the soldiers incredibly brave, a few were incredibly cute. There was a bit of banter with a couple of the lads and yes, a few flirted I think.
“I came back with a phone number from one lad, although I think his talking to me was a dare.
“I think I am going to call him this week and let’s see what happens. I’m sure he’s not expecting us to, but that’s why it’ll be funny.”
Apparently though Bagsy wasn’t allowed to have his phone on at the time, although his friend said he would call her the minute he landed back in the UK.
Obviously it didn’t work out, seeing as Cheryl’s since married restauranteur Jean-Bernard Fernandez-Versini, but hey, Bagsy got himself an awesome Facebook profile picture.
And The Wanted star Max George was spotted nipping out for some fresh air with Coronation Street's Brooke Vincent at last year's awards - but it doesn't seem like anything came of that one, either.
This year's awards take place on Monday October 6 and will be aired the following night on ITV AT 8pm.
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