I think Bradford did this years ago. could be wrong though.

Now there is a brief that would flummox the glitterati of the advertising world

I see RU and RL get positive publicity in the nationAl press today as leading clubs to invite old men to matches to combat loneliness. Who'd have thought it - community initiatives getting positive press!!

I was thinking more of the way you said it than what you said.

actually Deakin(?) there first CEO, who i think was the driving force behind the bulls name, the cheerleaders and razzamattaz based a lot of his thinking on American sport - he was the early driving force behind the bulls success and no-one should forget how successful they were in the early years of super-league 10,000+ crowds. He then went to the dark side Sarries(?) or Wasps(?) and was pretty successful i think?