McCoy's, the official crisp partner of The Football League, has launched a nationwide search to find and hero the true role models of the beautiful game.
In the first ever award of its kind, finally McCoy's will be recognising and celebrating those players that put the ball out of play for an injured opponent or play a full 90 minutes with their socks pulled up to their knees!
Fans and clubs alike are being invited to take part in the campaign, which is being fronted by TV presenter and fan favourite Max Rushden, by nominating the players they think deserve the accolade of being crowned a Real McCoy.
Judge and Real McCoy maker, Max Rushden comments: "All too often footballers are in the spotlight for the wrong reasons but there are loads of great things going on out there and it's these guys that should be getting the attention. From going all season without getting booked to staying on late to sign autographs to not haranguing the referee we want to root out and celebrate these real role models."
To kick off the campaign, McCoy's has reached out to The Football League's clubs, inviting them to nominate players that have demonstrated behaviour worth shouting about both on and off the pitch.
Wycombe, one of ten clubs to submit an entry in under 24 hours, came forward to reveal lad Max Kretzschmar showed true club loyalty by taking time out from his busy schedule to snap a selfie with adoring fans.
Commenting on the nomination, Rushden said: "This is exactly what we were hoping for - men of substance, players that are bold in their actions and set a shining example for the fans - the Real McCoy's of the game."
In another shining example of role model behaviour, Cardiff City revealed that player Fabio DaSilva recently swapped the playing field for the shop floor when he attended a trolley-dash at the local Toys 'R' Us store to grab presents for local kids.
Explaining the campaign, Drew Barrand, Marketing Director of The Football League says, "The stories coming out of the clubs reveal a whole other side to the game - and we're all really excited to be getting behind this campaign. We want to get under the skin of what makes a Real McCoy."
Football fans wishing to get involved can make a nomination by visiting www.skysports.com/mccoys
An overall winner will be decided by Max at the end of the season and awarded footballs first ever Real McCoy Trophy.