Oh yeah, there was also this. The photo in New In Chess is, I think, this one (or one very similar).
Now when you see Boris Johnson in a photo like that, what do you see? Do you see what Boris and the promoter want you to see? Or do you remember, for example, this, or this, or this?
So perhaps Boris and chess are a good fit after all. If only because in chess, as in the career of Boris Johnson, you can get away with anything provided nobody asks any awkward questions when the time comes to ask them.