As they say, sex sells, and what better way to do it than to take advantage of Euro 2012 fever.
A television station in Guangzhou did just that, stirring up controversy when it presented scantily-clad girls for its weather reports for the football competition.
Said to be beachwear beauty pageant contestants, the girls wore skimpy bikinis while reporting on the weather at the tournament.
Some viewers in China labeled the move "cheap" and "low class" but others admitted to switching to the channel to catch a glimpse of the girls.
The video of the raunchy TV reports have also gone viral over the internet, sparking a wave of criticism aimed at the TV station, which has now been ordered by state authorities to get their weather girls covered up.