Cries of "off, off, off" were once used solely by supporters to send errant players for an early bath. Now Castleford's Brad Davis may find they take on a whole new meaning when he embarks on the new Super League season in a fortnight's time.
For in a bold new poster campaign, the Australian half-back is shown taking an after-match shower while a slogan issues a Full Monty style invitation to the sport's female followers: "Ladies, if you like your entertainment hot, you'll love it Super League style".
The daring shot follows last year's successful "Beef Back on the Bone" poster in which naked Halifax hooker Paul Rowley was pictured holding a rugby ball in fig-leaf fashion.
The Super League's marketing manager, Ian Riddoch, revealed the naked ambition behind the plan yesterday when he said: "No other sport actively targets females. Traditionally we have had a male audience but we think since Super League started, more and more women are following the elite competition, and we want to build on this."
The League, which kicks off on the weekend of 5 to 7 March, is also to be featured in cinema commercials later this month.
The campaign has been dubbed "hot and steamy" by the organisers who are confident that the action will live up to the billing when it gets under way.
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