In not just in the UK that clubs have launched thier very own line in lingerie as Newcastle United did recently with Premier Lingerie.
As Paul Robinson, director of Premier Lingerie explains
"Wolverhampton Wanderers were the first to sign up last Christmas, and now Premier Lingerie is in talks with other clubs.
The deal sees the Geordies become the second Barclays Premier League club to stock lingerie in their shops.
Championship side West Ham famously launched limited Katy Perry lingerie in 2009 after the singer turned up at the MTV Awards sporting underwear in the club's colours - a tribute to her boyfriend and Hammers fan Russell Brand and now Chloe Butler an Australian football star, currently playing for the Los Angeles Temptation, models the latest range to come out from down under.
The one time Olympic hopeful was robbed of her dream through injuriy so, she did what any sensible Sheila would do and turned to modelling. Eventually, Butler was convinced to try out for the Lingerie Football League.
Now, a "star" in the league, she scoffs at the notion that her sport objectifies women. "Look at David Beckham, he has shown his beautiful, chiselled physique many times and got a pay cheque from that.
It is a part of the business ... if you have a beautiful, feminine physique, why not display it to the world?"
There is hope for American football after all.