The blood is flowing in Tamworth's greatest ever sporting battle as codes go toe to toe in a month-long battle of saving lives.
The Tamworth Sporting Blood Challenge is running for the full length of winter, and is pitting code on code to see who can donate the most blood and plasma, with several local organisations already rolling up their sleeves.
Blood Service spokesperson Janine Dietrich said that while the winner will get a year's supply of bragging rights, as well as the knowledge they have saved or improved hundreds of lives.
"It's wonderful to have the first sporting challenge up and running," she said.
"In flu season it is even harder to keep up the supply - so the more healthy, active people we have giving blood the better."
Pirates Rugby president Tom Cutcliffe rolled his sleeve up on Wednesday, and will be encouraging every available player and supporter in the club to do the same over the coming months.
"It's a great initiative - I hope all the sporting clubs do step up and get as much blood in as possible," he said.
"One donation can save a couple of lives - even if the challenge saves one or two lives, that's a win isn't it."
The challenge is the brainchild of local haemophiliac Jamie Wise, who is hoping the challenge can become an annual event on the local sporting calendar.