Presumably the British motorcycle racing champion - or for that matter Evel Knievel - was unavailable to attend the opening of the Harley Davidson motorcyle industry training academy at North East Worcester college.
Hence the guest appearance at next week's opening of Matthew Pinsent - a man who is more accustomed to performing with knees together than his legs apart - astride a Harley for the photographers.
The college says he's a good role model - and keen on motorbikes. At least the "academy" is what it says it is, a place where people study.
Increasingly, the meaning of the word had become diluted as a noun to describe any initiative to increase standards, such as the "automotive academy".
About as accurate as another much banded-about term; "national pay agreement".
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