Players on a winner as appeal of Irish squad sparks marketing scrum

“HI my name is Donncha and as you may know already, I indeed am a sex god! I play for Munster and wait, wait... I’m on the Irish squad.”

This is the modest introduction on the Bebo site claiming to be that of the Munster and Ireland lock, Donncha O’Callaghan.

It’s the combination of his local and national success in rugby and his ability to attract some non-rugby watching female fans, that has made O’Callaghan an advertiser’s dream. First it was the shower ads, now the image of him wearing nothing but underwear has everyone talking.