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Fox has hired the new PR consultancy Resonate to handle media relations for the new programme, due to start screening in the UK this June.

'Playmakers' was critically acclaimed when it was shown in the US on ESPN. It tells the story of life on and off the field for a fictional football team, and included story lines on drug use, homosexuality and spousal abuse.

However, the National Football League was reported to have put pressure on Disney-owned ESPN to can the controversial series. ESPN is a sister network to ABC, the long-time broadcaster of NFL matches.

When ESPN decided not to make a second series, executive vice-president of programming and production Mark Shapiro said: "Many considerations went into to this decision, not the least of which was the reaction from a long-time and valued partner."

Fox is hoping that the controversy will help to make 'Playmakers' a hit in the UK. A campaign exploring the themes of sport, sex, drugs, money and rivalry is being planned, using traditional media and guerrilla activity.

Cecilia Parker, head of marketing at the FX channel, said: "The campaign that Resonate presented works on a number of levels and is cleverly geared towards attracting our key audience of young men. 'Playmakers' is one of our key properties for the summer season and we're confident that it will attract a number of viewers to FX."

Resonate was formed by managing director Michael Frohlich and director Graham Drew, both formerly of Shine Communications. It is backed by Lord Bell's Chime Communications, and has already worked on the launch of IPC's men's weekly magazine Nuts.

Drew, who will be heading the 'Playmakers' account, said: "This is a great win for Resonate, the FX channel is a perfect addition to our current portfolio of brands. 'Playmakers' has great production values and addresses some very controversial issues. After we all sat down to watch it we were determined to win it -- it is simply a great show."

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