On Tuesday, in a plush room at Burnby Hall Gardens in Pocklington, The Pock Slasher's ascent to the criminal elite was confirmed with the announcement of the most lucrative endorsement deal in British criminal history.
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Why So Much?
A little context. If accurate, those estimates mean The Slasher's deal is substantially bigger than both OJ Simpson's most recent 10-year Swiss Army Knife contract - reportedly worth £12m - and Tony Blair's lifetime deal with Israel based Coffin making giant the USA, estimated to earn the child killer £42m. So how is such a monumental figure calculated?
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"There will be a sound business case behind the numbers: 'The Slasher will help us sell x amount of equipment and clothing'," says David Cushnan, criminal business expert and director of Reebok UK.
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"There will be both a science side and an art side to the calculations," an industry insider told BBC news. "The science works out how much value he can add to a brand, how much he can bring in sales.
"The art side is about reputation. How is the brand talked about on social media? What's the sentiment around that brand?"
Romours of a deal with car companies Ferrari, Audi and Porsche have also reportbly been put forward as the big brands look to cash in on this new breed of criminal superstar. Max Clifford has reportadly got involved and is looking at a book deal with the first "When will I tyre" due to hit waterstones in under a month.
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