Adrian Chiles took it on the chin when he finally shaved off his controversial beard as Sport Relief pulled in a staggering £29 million mlast night.

BBC bosses ordered him to lose the whiskers weeks earlier but the One Show frontman steadfastly refused to lose the hirsute look which was a hit with the ladies.

But last night the 42-year-old Albion fan went under the razor on national television with co-host Christine Bleakley performing the honours.

Adrian, who hails from Hagley, near Stourbridge, claimed he was shamed into shaving off his facial fuzz.

“If she can water-ski across the Channel and half-freeze to death, the least I can do is get rid of the beard,” he told viewers.

Presenter Davina McCall, who was a fan of his hairy look, said: “I’m upset, I loved the beard.”

However, the sacrifice raised £61,500 for the Sports Relief cause, much of it donated by Lord Alan Sugar, Chiles revealed. “He told me there was only room for one decent beard on television and he was jealous,” joked the presenter.

Cheryl Cole, James Corden and Matthew Horne were among those who took part in BBC1’s star-studded TV marathon.

Some £29,323,818 has so far been raised following a jam-packed series of programmes. Highlights included Corden starring in sketches with sports stars including Andy Murray and David Beckham and Frank Skinner hosting a Question Of Sport special.

In Cheryl’s first appearance on television since she announced her marriage split she performed her new single Parachute.