Salacious ad is far too sexy for Sharks

CRONULLA Sharks distanced from an ad produced by Shark energy drink showing people having locker room sex.

THE Cronulla Sharks football club has distanced itself from a steamy advertisement produced by new sponsor Shark energy drink that depicts two young people having raunchy locker room sex.

The Sharks said the ad - urging customers to "Bring Out The Beast" - would not be used to market the club, even though it was part of promotional campaigns by its major jersey sponsor in other parts of the world.

Pictures: Bill-boards and bill-bods

Before signing up with the global energy drink distributor, the Sharks knocked back a multi-million dollar deal with an American company because it considered the promotional material "too risque".

Sharks chairman Damian Irvine said the club was prepared to sacrifice its financial needs for the good of league.

So sensitive is the issue of linking league with sexualised advertising, clubs are combing through the promotional material of new and potential sponsors to ensure they do not convey the wrong messages.

NSW Rape Crisis Centre executive officer Karen Willis, who has conducted workshops for players, yesterday red-flagged the ad saying it was "not what they need".

Shark energy drinks company spokeswoman Fiona Kay said yesterday there was "no way we would run an ad like that in Australia".

"It is not what we want to portray in our sponsorship with the Cronulla Sharks."