In a sport still largely dominated by a male fanbase, what better way to help promote the World Cup than to appoint a former Miss Russia as a tournament ambassador?
That's certainly the opinion of the organisers of this year's tournament, with 2003 winner Victoria Lopyreva hired to boost the profile of the summer's showpiece event.
But other than her devastating good looks, what do we know about the blonde-haired, green-eyed beauty?
Who is Victoria Lopyreva?
Lopyreva was born in Rostov-on-Don, Russian SFSR, Soviet Union on July 28, 1983. The now 34-year-old studied music alongside her early schooling before entering Rostov State University of Economics, graduating with a degree in business administration.