Viral marketing is spreading like a bad disease, and sometimes those with “guerilla marketing fever” just aren’t immune to the temptation to lie.

We’ll find out soon enough if the Birmingham SteelDogs are barking down the path to the dark side.

A few days ago, billboards started popping up around Birmingham, stirring support to shut down figure skating. The billboards linked to a companion website:

Support those who offer wholesome alternatives to figure skating. In Birmingham, Alabama, an arena football team is making a difference. By building their field on top of the largest ice rink in the state, they have assured there will be absolutely NO figure skating on these dates. There will only be exciting football games with plenty of fun for the kids. Even though the Birmingham Steeldogs have not returned any of our calls, we have included a link to their website because we want to support their obvious anti-figure-skating stance. Buy your tickets now and STRIKE A BLOW AGAINST THIS PSUEDO-SPORT!!!

Now, with all the talk about transparency, you’d think the Steeldogs would own up to it when asked. Instead, the statement from managing partner Scott Myers feigns total ignorance:

“The Birmingham Steeldogs are in no way opposed to figure skating,” Myers said. “In fact, I have really enjoyed watching the ‘Skating With Celebrities’ television program that airs before ‘24′ on Fox 6.”

“We are in full agreement, however, that the Steeldogs are a great family entertainment value,” Myers added. “We believe that all sports fans, regardless of what their favorite sport is, should come out and enjoy arena football this season.”

(Myers ought to be a skating fan — he’s the former General Manager of the Birmingham Bulls ECHL franchise, which rode a bear market out of town years ago.)

The thinly-veiled disguise of Larry Pamper was used to kick off the whole buzz on the Steeldogs’ message boards. Apparently, “Pamper” is such a big fan that this is hiis one and only post.

In light of all the recent gnashing of teeth about transparency in public relations, will the SteelDogs go to the doghouse over this? Probably not. When it comes to minor-league sports, the only real controversy you ever face is if you bungle the selection of a mascot.

(No, John, I’m not talking about Houston soccer. Vince McMahon’s XFL came very close to dubbing its Birmingham franchise the “Blast,” a great alliterative name that just doesn’t set to well in a town known for a fatal church bombing.)