Hot on the heels of Sepp Blatter's ill-advised joke about Cristiano Ronaldo's grooming habits, the Real Madrid star has become the latest footballer to launch his own brand of underwear at a showy affair in Madrid's Palacio de Cibeles.
It was only a matter of time - David Beckham and Freddie Ljungberg have seen their cotton-clad groins adorn huge billboards the world over, with the latter perhaps more famous for his modelling than his football in some parts.
Complete with a 19-metre tall billboard of the man himself, the former Manchester United star can justify his latest business and fashion venture by claiming that the briefs on sale are quite practical for the sporty gentleman - they certainly keep the crown jewels well wrapped.
"Fashion and design are two passions of mine and I have wanted to launch my own brand for a long time," Ronaldo said.
"Working on this collection has given me a great creative outlet and I have loved every part of collaborating on the range, from selecting the colours and designs to testing the styles and fits myself.
"I am very proud that the collection is launching worldwide."
Will the 'CR7' range take off? They have a bit more about them than Beckham and Ljungberg's offerings, although it may be some time before they reach the popularity of another sportsman's undies - tennis legend Bjorn Borg's range has become synonymous with Swedish style and are among the best-selling pants in Europe.
Decide for yourselves. Or, if Ronaldo's package is low on your list of priorities, there is plenty of real football to get stuck into on these pages.
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- Freddie Ljungberg
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