Newcastle United striker Peter Lovenkrands is set to launch a series of online auctions with a difference to raise money for leading dementia charity the Alzheimer's Society.
Via his account on Twitter, the Danish forward, who lost his father to the illness two years ago, will be offering match-worn items from his Toon teammates as well as a host of exclusive prizes from the world of football and elsewhere.
Having set up a page with fundraising website JustGiving, Lovenkrands is urging people to donate to the cause, with the incentive of money-can't-buy items for a handful of lucky contributors.
Through his account, the 32-year-old international will be announcing some top prizes, including an incredible opportunity for two people to attend the Manchester City home game, meeting Peter on arrival who will take the winners into the dressing room to meet the full squad before the game.
Other prizes include Hatem Ben Arfa's signed boots, Tim Krul's signed gloves and a signed match-worn number nine shirt from Papiss Cissé. Other clubs have also donated items to support Peter's appeal, and there are prizes to appeal to anyone who isn't a football fan, such as a year's supply of Ultimo underwear donated by Michelle Mone.
To be in with a chance of winning, all the bidders have to do is donate a minimum amount of £5 for most prizes (£30 for the top once-in-a-lifetime prize), which Peter will outline how to do via his Twitter account. The winner of each item will be announced by Peter himself on the social networking site.
He said: "It's really about raising as much money as possible for a charity that is very close to my heart and it's a good way for people to get involved and get something back for their donation. One hundred per cent of all donations received goes straight to the Alzheimer's Society directly.
"There are some great prizes up for grabs and people have been very kind since I came up with the idea. A lot of our players and also my friends outside Newcastle United have donated items that you just can't buy."
Peter's father Bent lost his battle with Alzheimer's in January 2010, and just three days later the former Rangers frontman paid tribute in the perfect way, scoring in a crucial clash with West Brom and dedicating the goal to his dad.
"I remember that night very clearly," says Lovenkrands, "and I was desperate to get a goal. He was very proud of everything I've achieved in football and it was a nice way to remember him.
"Now it's about raising awareness about the vital work that the Alzheimer's Society do, and about getting as many donations in as possible.
"As a professional footballer, I'm fortunate to be in a position where I can appeal for causes such as this, and I'm hoping lots of people get involved through Twitter and help to make a difference for Alzheimer's sufferers."
Caroline Burden, North-East and Cumbria Area Manager at the Alzheimer's Society, added: "Peter has always been a high impact player on the pitch, and with over 32,000 people in the North East living with some form of dementia it's fantastic to have him on board to help Alzheimer's Society tackle the dementia challenge.
"The money Peter is raising will help us support people to live well with dementia today whilst we work to find a cure tomorrow."
You can track Peter's appeal on Twitter by following @lovenkrands11, and donate to the Alzheimer's Society via his JustGiving page at: www.justgiving.com/lovenkrands11
Items confirmed to date are as follows:
// Sammy Ameobi's signed top
// Fabricio Coloccini's signed top
// Yohan Cabaye's signed boots
// Papiss Cisse's signed top
// Hatem Ben Arfa's signed boots
// A top signed by the whole squad
// Peter Lovenkrands' top and boots, also a signed national team top
// Tim Krul's goalkeeper's gloves and top
// Cheick Tiote's signed top
// Steven Taylor's signed boots
// Tottenham Hotspur shirt signed by the squad
// Aston Villa shirt signed by the squad
// Shay Given's signed goalkeeper's gloves
// Rangers FC shirt signed by the squad
// Rangers goalkeeper Allan McGregor's signed gloves
// Two tickets to Man City game, including meeting the players before the game (Peter will greet the winner and take them into the dressing room to meet the squad).
// A year's supply of underwear from luxury designer Ultimo worth £500 (one set of lingerie per month for the winner)