At the beginning of Amir Khan’s stint on ITV’s ‘I’m A Celebrity Get Me Out Of Here!’ everybody immediately warmed to the boxer’s immature sense of humour and fearfulness of the tasks at hand.
From pulling out of his very first Bushtucker Trial – to winning the hearts of a nation with his incessant screaming at being in close proximity to snakes and spiders – Amir’s true personality shone through and saw him initially move up to second favourite to win the show.
Fast forward just one week and Khan’s relationship – or lack of – with Radio and former TV presenter Iain Lee has been pounced on by the UK media.
During the last few days, Lee has become more and more vulnerable in front of cameras as ITV begin to pick small snippets of the 24 hours contestants go through in camp to portray for their nightly show.
In those short bursts, Khan has been a lot of the focus, alongside big pal and Hollyoaks actor Jamie Lomas and the recently departed ex-footballer Dennis Wise.
All three collectively have been accused of bullying Lee over his trial failures in the past, a storyline which has slowly dominated the show and saw the perceptions of the trio – but mainly Khan – go down considerably with the general public.
Wise has now left, whilst Khan is likely to be voted off next followed by Lomas himself. Georgia Toffolo is the hot favourite, whilst Lee is second and Coronation Street’s Jenny McAlpine is third in the betting.
Things began to go sour between the pair after they shared a prize of strawberries together which should have been handed out with their camp-mates, whilst Khan has since told Lee he, ‘f***ed it up’ when he entered the show late a few days in.
Lee has since retaliated by calling Khan an ‘a**hole’ as the gripes rumble on before the series finale this weekend.
For Khan, any hopes of turning his reputation around on the back of media controversy may now have backfired as the former world champion is set to be unleashed back into the public domain to answer a barrage of questions on his treatment towards Lee.
Phil Jay is Editor of World Boxing News. Follow on Twitter @PhilDJay