In the third quarter of a game against the Baltimore Ravens last Sunday, Cincinnati Bengals' star wide receiver Chad Ochocinco made a typically athletic leap to catch a pass from quarterback Carson Palmer. The referees called it fair but the Ravens' challenged the ruling, arguing his feet were out of bounds when he landed. As the officials huddled to adjudicate using video evidence, Ochocinco produced a dollar bill and made as if he was trying to pass a bribe to influence their decision. The men in the zebra stripes ushered him away and then everybody in the NFL divided neatly into two camps.

Many thought Ochocinco's actions were hilarious, a much-needed attempt to introduce levity into the "No Fun League", a sport that often takes itself way too seriously. More dismissed it as merely the latest act of self-indulgence by one of the league's biggest, attention-seeking clowns. The player himself knew enough about how offensive some might have found the cameo that he used his post-match interviews to make a public plea to NFL commissioner Roger Goodell asking that he not be fined.

Just three weeks back, Ochocinco had used Twitter to request Goodell not to fine Ravens' linebacker Ray Lewis for an illegal hit on him during a previous encounter between the two teams. Before that, he was in the news for announcing that if the NFL is shut down for the 2011 season due to a possible strike, he might have to go and play with AC Milan in Serie A. The best part about that yarn was how seriously many people in America took it.

"I played soccer before football, and I was good," said Ochocinco. "That's where I get my quick feet — my feet are unbelievable. When I got to high school, I had to choose between the sports because they were in the same season. I chose football because I saw more opportunity, but it broke my heart. I still follow soccer; I watched every minute I could of the World Cup. I like to think I play football like Ronaldinho, with the trick moves and the anticipation. When he plays soccer, he looks completely different from everybody else. I try to do that too."

Back in high school, he was known as plain old Chad Johnson. The name-change is yet another part of his legend. As part of Hispanic Heritage month, or as some would have it, as part of his ongoing attempts to garner publicity any way he can, he announced in October 2006 that he wanted to be known as Chad Ochocinco (the surname being a badly-translated version of the Spanish for 85, his shirt number). Only after he legally changed his name did the NFL finally consent to allowing this moniker on the back of his jersey. Even still he wasn't done.

"'Esteban' Ochocinco is back," he declared after managing the almost unheard of feat of coming off the bench to kick a point-after for the Bengals in pre-season last August. "The most interesting footballer in the world. Everyone has to remember, I've always said that soccer is my number-one sport. I think Ronaldinho would be proud of me right now."

There was no word from his Brazilian hero about those exploits but Ochocinco had succeeded in doing what he does best, creating a buzz about himself. To be fair, he has been known to occasionally use this celebrity to help others. In June, 2007, he defeated a thoroughbred racehorse (albeit with a 110 yard start) over a furlong sprint to raise money for charity.

The ironic thing about all this is Ochocinco is a good enough player not to need gimmicks to enhance his public image. In a Bengals team that has too often struggled over the past few years, he's managed to cement his status as one of the best at the so-called "diva position" in the sport. This season, with an improved cast around him, may yet offer him an even bigger platform as they look bound to make a deep run into the play-offs. Were they to reach the Super Bowl, the mind boggles at what stunts he might dream up.

After all, this is a guy with a unique history. He celebrated one touchdown by putting on a blazer like the ones worn by players entering the NFL Hall of Fame and marked another against the Green Bay Packers by, much to the consternation of the home fans, producing a Lambeau Leap into the crowd. Having previously sent deodorant to the Baltimore Ravens so they didn't sweat too much about trying to mark him, this week he made fun of opponents by issuing a new rule regarding the folly of leaving one player to try to mark him.

"It is against NFL policy to cover Chad Ochocinco man to man. It has always been a rule but with the events of last year we must have forgotten who he was. Please note that he is still the most uncoverable receiver in the league. This rule is for the safety of embarrassment to all defensive backs."

That story broke somewhere between the attempted bribe, reports he intends to fight in UFC, and constant Twitter updates about how he was playing "Call of Duty" against his grandma. Not to mention another revelation that he intends to use the social networking site and his contacts around the sport to establish a new online news service. It will be called the Ochocinco News Network. Of course.

dhannigan@tribune.ie