TORONTO — Notorious cheater dating site Ashley Madison has joined the long list of companies looking to make a smash with Super Bowl advertising hype, announcing today that they have signed Army Lt. Col. Jeffrey Sinclair as a spokesman who will appear in several military-themed commercials to air during the big game.

Sinclair, former deputy commander of the 82nd Airborne Division, retired from the Army in 2014.

“The military has been, collectively, our best customer," said CEO Noel Biderman. "Even after the leak of their work email addresses last year, they kept coming. So we wanted to thank them and take this opportunity to show them we care.”