Australian rugby league side Sydney Roosters have secured an innovative partnership with an online retailer.

The club has agreed a deal with oo.com.au that sees the online retailer take the National Rugby League club's sleeve sponsorship. In return, the Roosters will receive a percentage of sales from oo.com.au, both on Roosters merchandise and other products.

The deal comes in the same week that the club's 19-year-old hooker Jake Friend was arrested after apparently falling asleep drunk in the back of a taxi. It was just the latest in a string of disciplinary problems the club has faced this season. the club's 2010 memberships are being advertised under the tagline 'New attitude, new beginning'.

The Roosters are the only team to have played every season at the elite level of Australian rugby league, and is one of the most successful in the history of the sport.