We're into a third summer of Twenty20 Cup cricket in England - and every year revenue-seeking county officials come up with outlandish ideas to try to outdo each other on the marketing front.
So full marks to Worcestershire for introducing one of the most imaginative gimmicks of all - getting their commercial manager to play for them against local rivals Warwickshire at New Road tonight.
In reality, of course, this is no gimmick. It helps that Worcestershire's commercial manager is also one of their players, David Leatherdale. And a pretty good one, at that.
At 37, Leatherdale is nearing the end of a distinguished caree, it is true. He has only just returned from a month out injured but he is still worth his place in the side and is also one of only three in the home side tonight who have played in all of Worcestershire's 11 matches at this format.
Two years ago, an injury-hit Worcestershire won at the first attempt, with only two balls to spare, but won only one of their next four matches and bowed out at the group stage.
Last year, they finished second in their group and qualified for the last eight, losing to inaugural winners Surrey in the quarter-final at The Oval.
But, if Worcestershire qualify for the last four, a headache awaits Leatherdale with his commercial helmet on.
Twenty20 Cup finals day is on July 30, when Worcestershire are due to stage the first day of a lucrative three-day tour match against the Australians. It is a fixture expected to bring in at least £ 60,000 in much-needed revenue, compared to the £42,000 they would earn for winning the Twenty20 Cup. If Worcestershire are in the last four of the Twenty20, the Australians will play another county.
Leatherdale said: "I suppose it's the potential scenario I'm dreading. Four to win off the last ball and I'm at the crease, knowing that victory takes us through to the semi-finals, yet at the same time costs the club a lot of money.
"Success on the field has to be the most important thing, though and to get to a final and have some silverware on the sideboard at the end of the season would be a major achievement."
The bottom line for Leatherdale, already proving a natural on the commercial side, is that he is simply looking forward to the novelty of combining his new dual role over the next fortnight.
"Player/commercial manager," he says with a chuckle. "How many other counties can do that?
"But seriously, it's just great to be part of it. Twenty20 has grown from strength to strength on and off the pitch. Two of our four home games are sold out and it has become a huge thing for what you might call the nonmember brigade.
"The England-Australia series this summer is the pinnacle of our game but somehow you've got to attract the kids. Twenty20 does that and the idea is to convert those into regular members.
"The players will argue that it's bad cricket but they enjoy it and clubs have to look at the positives on the revenue front.
"You can argue that it can be a lottery but Leicestershire proved last season that anyone can win and that has to encourage the sides not normally at the top."