Mike Rowbottom
Mike RowbottomDave Bedford, who has been awarded the Order of the British Empire in the New Year's Honours List, is one of those people who add warmth and humour to life. He is also one of those people who will swiftly apply boot to backside if something seriously displeases him.

The latter characteristic animated his angry repudiation of the 118 118 phone directory business which used, and continues to use, athletics characters who, with their long dark hair and moustaches, (and initially at any rate their scruffy red socks around the ankles) look awfully like he did himself when he was the enfant terrible - and also enfant merveilleux - of British athletics in the early 1970s.

When Bedford failed to get what he deemed satisfaction, despite Ofcom ruling in January 2004 that the company had breached the Advertising Standards Code by caricaturing him without permission, he made his point very publicly by crashing the 118 118 TV ad campaign. Pictures of Bedford being removed from the location made the front page of two national newspapers.

Dave Bedford, enfant terrible - and merveilleux - of British athletics in the early 1970s, all the way down to his red socks ©Getty ImagesDave Bedford, enfant terrible - and merveilleux - of British athletics in the early 1970s, all the way down to his red socks ©Getty Images

I don't claim to know Bedford well, but I am always glad to see him - especially if we are anywhere near a bar. Over the years I have enjoyed a few beers with the man who was one of my childhood heroes. I will always regret that the first athletics meeting I ever attended, as part of a school trip, was the main day of action in the 1973 AAA Championships at Crystal Palace.

The Saturday itself was fantastic as I watched performers including David Jenkins, Alan Pascoe, Brendan Foster, Berwyn Price and the young Steve Ovett. But, as the Guardian report by John Rodda - already pasted into my scrapbook - attested, the day before had seen Bedford lower the world 10,000 metres record to 27min 30.80sec, taking more than seven seconds off the world record which Lasse Viren of Finland had set at the previous year's Munich Olympics. It was the first time since Chris Chataway's 5,000m victory over Vladimir Kuts in 1954 that a Briton had beaten a world record over a recognised Olympic distance.

It was great to see Alan Pascoe, who would go on to win the European and Commonwealth 110m hurdles titles, at the 1973 AAA Championships. But it didn't make up for missing Bedford's world record the day before ©Getty ImagesIt was great to see Alan Pascoe, who would go on to win the European and Commonwealth 110m hurdles titles, at the 1973 AAA Championships. But it didn't make up for missing Bedford's world record the day before ©Getty Images

Among the field beaten by Viren in the Olympic Stadium was Bedford, who arrived with much bruited hopes despite his defeat in the previous year's European Championships, when he had led for most of the race only to be passed by the pack. When the same thing happened to him in Munich, where he eventually finished sixth in the10,000m and 12th in the 5,000, I was watching his efforts on television, and in torment. A wrong word from my younger brother after the race caused us to have our only serious fight.

Bedford's achievements, other than that epic run in South London, are well known. He set British 5,000m and 3,000m steeplechase records, won the International Cross Country title and earned victory in both the junior and senior 1970 Southern Cross Championships.

Dick Beardsley and Inge Simonsen in the closing stages of the first London Marathon in 1981, which they jointly won. Dave Bedford finished further down the field after turning up at short notice after a night's drinking. ©Getty ImagesDick Beardsley and Inge Simonsen in the closing stages of the first London Marathon in 1981, which they jointly won. Dave Bedford finished further down the field after turning up at short notice after a night's drinking. ©Getty Images

But it was in the London Marathon that Bedford re-made his name - something he said this week meant even more to him than his athletics career. The connection started in competitive mode, however, as he ran the first race, in 1981, at less than 24 hours' notice as a bet, having prepared the previous evening by taking drink at his Luton nightclub, followed by a curry.

It culminated in 10 years as Race Director, a position from which he stepped down officially in 2012, although he remains the elite athete coordinator.

Dave Bedford talks to the press before the 2006 London Marathon ©Getty ImagesDave Bedford talks to the press before the 2006 London Marathon ©Getty Images

"I had an exciting and eventful athletics career but I'm more proud to be part of an incredible event whose fundraising has totalled over half a billion pounds for charitable causes since its inception, and attracts the world's best distance runners to London each year. London is viewed by most people as the best marathon in the world," Bedford said.

Sir John Spurling, KCVO, OBE, chairman of The London Marathon Ltd, commented: "Dave's tireless efforts to bring to London the world's best elite runners and wheelchair racers, ultimately showcasing London around the globe, and indeed his continued development of the London Marathon for all its participants, has resulted in millions of pounds being raised for many different charitable causes, by runners having taken part in the London Marathon, which now annually raises over £50 million ($81 million/€60 million) a year."

The London Marathon has big money now - but it wasn't always awash with it. What helped keep the event at the forefront was Bedford's combination of charm and determination as he hunted out the men and women who would make each April gathering memorable.

Mo Farah at the press launch before the 2013 Virgin London Marathon, where he was due to run half the distance. How fast can he run over the full distance this April? Dave Bedford would like to discuss this most of all ©Getty ImagesMo Farah at the press launch before the 2013 Virgin London Marathon, where he was due to run half the distance. How fast can he run over the full distance this April? Dave Bedford would like to discuss this most of all ©Getty Images

The last time I bumped into Bedford was in a Monte Carlo hotel, late. He joined myself and another journalist, although he insisted he would only have one small beer. Several small beers later, he was talking in animated fashion about Mo Farah's prospects in this year's Virgin London Marathon in what will be his debut at the distance.

Bedford insisted the field would not be slackened to favour the home runner on his first proper marathon outing. At this point my colleague asked a question often asked by journalists, seeking an idea of how much money Farah stood to gain from his marathon involvement.

Wrong question - as Bedford made very clear, albeit joshingly. "You've asked the money question," he said. "You should have asked me the other questions - can he win, and how fast can he run?" The point was made, then dropped. Our pleasant night's drink continued. Bedford does not get prissy about discussing figures. But at that moment one saw what truly animates him. He is not about money. He is about athletics.

Mike Rowbottom, one of Britain's most talented sportswriters, covered the London 2012 Olympics and Paralympics as chief feature writer for insidethegames, having covered the previous five summer Games, and four winter Games, for The Independent. He has worked for the Daily Mail, The Times, The Observer, The Sunday Correspondent and The Guardian. His latest book Foul Play – the Dark Arts of Cheating in Sport (Bloomsbury £12.99) is available at the insidethegames.biz shop. To follow him on Twitter click here.