Sydney Roosters skipper Boyd Cordner has distanced his club from the provocative US billboards proclaiming the NRL premiers as 'world champions' a fortnight before their date with English champions Wigan.
The NRL’s marketing arm commissioned the giant billboards – erected in Super Bowl host city Atlanta – as part of a cheeky promotional ambush in the lead-up to the NFL’s big day.
The posters declared the Sydney Roosters 'World Champions of Football' with the hashtag #NewWorldChamps.
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While it seemed to confuse and amuse American NFL fans – one calling Cooper Cronk, Cooper 'Cringle' - it had the opposite effect in the north of England.
Wigan supporters took it as a sign of arrogance from Australia ahead of the World Club Challenge on Sunday night (UK time).
Cordner isn’t happy his English rivals have been given a free round of ammunition, but insisted the Roosters has no control over the billboard campaign.
"It was a marketing ploy from the NRL which we’ve nothing to do with," Cordner said.
"It’s not ideal. It was a choice by them (the NRL) to create some awareness but we as a club can honestly say that we didn’t have anything or any choice in how that went down."
The Roosters know they will have their work cut out beating a fired-up Wigan in front of a parochial home crowd at DW Stadium.
The Warriors have an added advantage, playing two Super League matches to kick-off the new season while the Roosters have not been in action since their NRL grand final win over Melbourne more than four months ago.
Wigan hold the record for most wins (4) in the World Club Challenge history, while the Roosters have taken the title out on three occasions.