We all know that sex sells but World Cup hosts Brazil maybe taking their advertising for the big soccer tournament a little too far, according to reports

Last month, the sports company Adidas were criticized for selling t-shirts to US soccer fans that associated Brazil's image with that of sexual appeal. 

This sex appeal has been followed up in Brazil as we head towards the World Cup this summer, with some federations even running beauty contests. 

However, the use of sex to sell football has been defended in Brazil by that of Roberto Naves, web editor at Brasiliense, a Serie D club that has a site featuring naked models.

"About 90, 95 percent of people who watch football are male and so it is natural to link sex with football," he told Reuters. 

"What we're doing isn't at all forced. It's hugely popular. There's a saying in Brazil that was coined by a former coach who said, 'You don't change a winning team', and we're abiding by that."

Back in the US, those shirts that Adidas sold to the soccer loving public of America certainly stirred up a lot of intense debate. 

Adidas were selling two T-shirts that were denounced by the Brazilian government for drawing a clear link between women and sexual tourism.

One featured the 'I love Brazil message' with the heart shaped like a females backside. The other had a girl in a bikini asking, 'Looking to Score?'

Both t-shirts were advertised in America for fans heading to Brazil for the World Cup. 

The secretary of women's affairs argued it's "disrespectful and offensive", and also "a crime against all humanity".

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