It was always guaranteed to get knickers in a twist.

The buff scantily-clad wide receivers titillated as they described their attire; the perma-tanned entrepreneur promoting American football in undies shamelessly justified his game plan and a women's group was naturally outraged while attempting to bar the Lingerie Football League from the home of netball's Queensland Firebirds.

Unless the demands of Collective Shout - a campaigning movement against the objectification of women and sexualisation of girls in media, advertising and popular culture - are somehow met caterwauling will be drowned out by wolf whistles when the Americanisation of Australia continues from 7.30pm tonight at the Brisbane Entertainment Centre.

All-Star exhibition games between the LFL's Eastern and Western conferences - the second is scheduled for Sydney next Saturday - are virtual dress rehearsals, test events to gauge whether franchises should be set up in Australia's four main cities next year.

That scenario appals Collective Shout representative Melinda Liszewski, who is spearheading the drive to banish the LFL.

"We have female athletes and female sporting groups in this country working hard to promote the equality of women in sport and to see women valued for their athletic ability and their skill -- not how they look or how sexually appealing they are to men.

"The Lingerie Football League undermines that message by saying sure we'll let you play football but get your gear off.

"It sends a really nasty message to girls: if they want to be recognised in their sporting field then they need to be exposing their bodies, posing for Playboy, running around in their lingerie."

Federal Minister for Sport Kate Lundy was also not among the LFL's reputed 65 million fans worldwide, labelling it a "cheap, degrading perv".

"Lingerie Football isn't just a distraction; it's an assault on sport. We can do so much better than LFL. And most importantly, our daughters deserve more."

The LFL's emphasise on femininity means it does not include line backers -- in their traditional form - but in founder and chairman Mitch Mortaza the organisation has a resolute though not entirely convincing defender.

Mortaza launched the LFL in 2009 - it morphed from the inaugural Lingerie Bowl five years earlier - and insisted it did not exploit the combatants from Chicago Bliss or Vegas Sin, even if they don't get paid and have to stump up for their own health cover.

The contracts also stipulate players will be fined $500 if they wear anything under their lingerie; they must also accept "accidental nudity" was an occupational hazard.

"The athletes do it of their own free will - thousands of them line up in the States every year," he said.

"They are all former collegiate athletes, remarkable women that want to be given an opportunity to play a sport and have it receive the recognition of major men's sports."

When asked why the women don't wear say, NFL-style uniforms, in the 12-team league branded "True Fantasy Football" Mortaza went on the offensive.

"We're not selling it solely on sex appeal. Our uniforms, they're a lot more conservative than women's beach volleyball in terms of the amount of skin shown.

"The reason people come back is not because of its sex appeal, it's because of the players on the field."

The face of the LFL's push into Australia is Chloe Butler, a former hurdler and ACT rugby player who predictably toed the defensive line.

"We definitely wouldn't be a part of it if it were objectifying women. You have to admit it, marketing is a huge part of the entertainment business," she said.

Besides, they're not strictly wearing lingerie according to one of the players putting her body on the line tonight.

"It's not regular lingerie. They're stretchy shorts, sexed up a little bit with some lace."

Meanwhile, not all women were scathing of this "professional" sport, unless a male was masquerading as Lisa.

"I have seen these women interviewed and I have also seen footage of the games," she wrote in response to Lundy's view on news.com.au.

"These women are highly articulate and the game itself is a high contact sport that takes great athleticism. Also, what is the difference between this and the women's beach volleyball?"

- Fairfax Media