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Liverpool's Bellamy to be Warrior Sports ambassador

Warrior Sports has announced that Liverpool striker Craig Bellamy will serve as the Boston-based apparel company's first brand ambassador in the sport of soccer, reports SportsPro. The deal comes as Bellamy's Liverpool team prepare to play in Warrior-made kits for the first time since a multi-million dollar deal was signed in January.

Unlike other personal endorsement deals, the unique agreement between Warrior and Bellamy will see 100 per cent of the Liverpool player's sponsorship fee paid directly to the Craig Bellamy Foundation in Sierra Leone.

According to an official press release, in addition to providing footballs, boots and kit, 'Warrior will work closely with Bellamy to raise global awareness of the foundation and build on his work to date' while 'the Liverpool front man will also work alongside Warrior to develop its debut football boot collection.'

"While Warrior works to support me on the field, we'll work together to support the Craig Bellamy Foundation off it," said Bellamy.

"For me, the most important part of this deal is that the money and extra resource provided by Warrior will go directly to the children and local communities involved with my charity in Sierra Leone."

Head of Warrior Football Richard Wright said, "At Warrior, we align ourselves with athletes who are highly driven, motivated and possess a winning mentality - Craig is one of these athletes. His work in Sierra Leone is remarkable and we are delighted to help these young footballers of tomorrow."

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Dave Williams

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