The Canterbury-Bankstown Bulldogs will push their regular sponsors to their shorts and rear jersey as they take up a specially-designed AVATAR promotional jersey for a match against the Brisbane Broncos.

According to the press release, the regular sponsors Jaycar and Autobarn are “happy to share the limelight with one of the greatest films ever made.”

The one-off design change is for a promotion of AVATAR’s Blu-ray and DVD launch.

“The Bulldogs colours provided a natural fit for AVATAR but, more importantly, their ability to command a huge audience gives us the best opportunity to let people know that this masterpiece becomes available on Blu-ray and DVD from April 29,” said Kristen McGrath, associate director of publicity and promotions, Twentieth Century Fox Home Entertainment.

The press release provides the following as the raison dêtre:

“The movie tells the story of a reluctant hero embarking on a journey of redemption and discovery as he leads a heroic battle to save a civilization, providing a great synergy with the Bulldogs recent experiences.”