Irish rugby chiefs called in their lawyers last night over a new ad campaign featuring scantily-clad female players. Sports officials slammed the provocative Hunky Dorys crisps billboards – with the tagline Proud Sponsors of Irish Rugby – as tasteless and called on the company to scrap them straight away. But the snack firm, which sponsors All-Ireland League Division 3 side Navan, insisted it had a right to print the claim alongside a revealing shot of a model clutching a rugby ball and the phrase Are You Staring at My Crisps?
The Irish Rugby Football Union (IRFU) said the sponsorship line wrongly implied the company was a major donor to the game. “This advertising campaign is in very bad taste and one which the IRFU would not want to be associated with in any way,” spokesman Padraig Power said.
“Its blatant exploitation of women is tasteless and base, and quite simply unacceptable.
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