CD Leganés’ Make History with Ballsy Testicular Cancer Society Sponsorship

During a sold-out La Liga showdown against FC Barcelona, CD Leganés made history—not for goals scored, but for where they placed a logo.

In a cheeky and powerful move, the club unveiled the world’s first testicular-region sponsorship, with the Testicular Cancer Society’s logo directly on players' shorts—in the exact region the disease affects. The campaign, titled 'Sponsored Balls', was created by FP7McCann to mark Testicular Cancer Awareness Month and spark a conversation that millions of men often avoid.

In professional football, the jersey is prime real estate, the most expensive and coveted space for sponsors, seen as the focal point of visibility. But while brands compete for a place on the chest or sleeve, no one pays attention to men’s shorts, especially not the region that men are often too uncomfortable to talk about.

That’s exactly why this space was chosen.

Sponsored Balls flips the script, placing attention not on the sponsor itself, but on the cause—men’s health. In a sport saturated with logos, this previously untouched zone became the most meaningful,

The Testicular Cancer Society’s logo, a simple cherry-like design in purple colour was placed at the centre of the players’ shorts—the exact area the disease affects. Subtle in execution but bold in implication, the placement turned an often-ignored space into a direct and powerful reminder: check yourself.

Accompanying the visual was the rallying cry #TenemosUnPar ('We have a pair')—a message broadcast across stadium signage, digital billboards, and live broadcasts, encouraging men to take the conversation online, share stories, and more importantly, check themselves.

CD Leganés captain Sergio González, who led the team in the now-iconic shorts, reflected, “Football gives us a platform few others have. Some teammates didn’t even know how to check themselves before this. Now they do. If showing our pair helps save even one life—that’s a win beyond football.”

Testicular cancer is the most common cancer in young men—yet remains one of the least talked about. Despite 1 in 250 men being diagnosed, awareness and regular self-exams are dangerously low. That’s the insight that sparked this campaign: if men aren’t looking down there on their own, maybe football can give them a reason to.

Michael Craycraft, founder of the Testicular Cancer Society, called the stunt, “the most effective few seconds in testicular cancer awareness history,” and added, “We’ve spent years trying to normalise self-exams through traditional means, reaching thousands. This campaign reached millions in one shot—getting people talking like never before.”

Federico Fanti, regional chief creative officer, FP7McCann MENAT added, “In football, every inch of the kit is branded, from sleeves to socks, but no one’s ever dared to sponsor the area that actually matters for this conversation. So, we found the ultimate white space in sponsorship, one that perfectly aligned message and medium. Its power lies in simplicity of the idea: put the message where men need to look—on themselves, while watching the thing they love most: the beautiful game.”

Michael closed with a global challenge, “This campaign changed how we reach men who need this message most. With CD Leganés leading the way, we’re calling on clubs around the world to dedicate just one match to this cause. The impact could be lifesaving.”

Immediate and Measurable Impact

- #TenemosUnPar trended within within minutes of kick off

- 2M+ unique visitors landed on the Testicular Cancer Society website, more than the past three years combined.

‘Sponsored Balls’ builds on last year’s award-winning 'Highlight Your Balls' initiative, which turned wall setups in free-kick highlights into self-check tutorials.