The Sun has today put naked men – in place of topless women – on Page Three for the first time.
Nine West Ham United players are pictured in today's paper clutching footballs over their crotches.
It is part of the newspaper's new "Feel 'em Friday" campaign to raise awareness of testicular cancer.
The Sun has partnered with the Movember Foundation for the campaign, which will run for the rest of the month.
The paper said its Feel 'em Friday initiative has been inspired by its partnership with breast cancer charity Coppafeel.
This partnership was started in March to raise awareness of breast cancer and increase early detection, with the "Check 'em Tuesday" campaign featuring female models.
The support from West Ham comes after one of the club's former players, Dylan Tombides, died in April this year of the disease.
Sun editor David Dinsmore said: “Movember is a great campaign with a sense of fun and innovation that chimes perfectly with The Sun’s values.
"We’re very happy to be partnering with the Movember Foundation to spread the word about checking for testicular cancer in the way we have done with breast cancer and Coppafeel! to great success.”