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Sydney Roosters take out billboards in US claiming they are ‘World champions of football’ ahead of Super Bowl

Ahead of the biggest TV event of the year, the 53rd Super Bowl, the Sydney Roosters have taken out a number of billboards in host-city Atlanta in a bid to promote the Australian football code, the NRL.

The billboards feature three Sydney Roosters players with the words “World Champions of Football”, alongside the hashtag #NewWorldChamps.

On Twitter, the hashtag is yet to gain traction.

The Super Bowl airs in the US on Monday 4 February, and will see the Los Angeles Rams take on the New England Patriots in Atlanta.

According to The Daily Telegraph, the NRL is keen to crack the US market, despite previous failed attempts.

NRL head of commercial, Andrew Abdo, told the News Corp publication that the confusion around the billboards could help to promote the sport.

“Americans always claim their domestic league winners – whether it’s NBA, MLB or NFL – are the world champions. If they can make this claim, why can’t we?,” The Daily Telegraph reports him as saying.

“If that encourages sports fans to make enquiries about rugby league and look up the Roosters winning the 2018 grand final, that can only promote our game.”

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