Nintendo is to sponsor Des Lynam's moustache.
The deal is a bizarre promotional stunt for Super Mario Sunshine, a GameCube title featuring Nintendo's iconic Mario character.
Sports commentator and TV personality Lynam will dye his moustache purple for the launch. But although the sponsorship will run for a year, Lynam's moustache will not stay that colour for the whole duration.
Nintendo spokesman Andy Williams said the partnership marked a meeting of "two true moustachioed icons" of the age.
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