It's getting difficult to keep up with AMD's British sponsorships - a channel awards here, a TV programme there, and now a deal to furnish Liverpool's new International Centre for Digital Content (ICDC) with a heap of Athlon-powered PCs.

For their money, AMD bigwigs can hobnob tomorrow ath the official opening of the IDC with Cherie Booth - President Blair's wife - and presumably, members of the Moore family, owners of Liverpool Football team, Littlewoods and so on and so on, and sponsors of Liverpool John Moores University, a partner of the ICDC.

AMD also gets to associate its Athlon processor with some state of the art 3D modelling in "animation, film and imagery, computer games design and games production university courses". ®