I'm A Celebrity champ Harry Redknapp has sent out a plea to sports fans in a bid to save bumblebees from extinction.
Last year, research revealed that three in ten Brits have no idea why bees are important to the environment, despite 66% being worried about the decline in the native British bees.
Bees are crucial to the ecosystem because they fertilise many of the crops grown in the UK. Not only that, but they are an important part of biodiversity.
Two important bumblebee species are already extinct in the UK while eight are in need of urgent help after 97% of the grasslands that bumblebees rely on to pollinate crops has been lost.
Harry is joining Sports Direct to support the Bumblebee Conservation Trust by giving 1.5million wildflower seed papers away, which can easily be planted by anyone who receives them.
"Great British sports fans, there's a great national team we've all forgotten to chant for," Harry tells fans in a new series of ads. "Inspired by our roaring A-teams, they are now buzzing for growth. All they need is the support of their twelfth man.
"So this spring, Sports Direct are backing the black and yellow. Help us to grow flowers across the country by planting over one and a half million seeded papers. Grab our 'Bee edition' mug and bag in store and take one for the bee team!"
Sports Direct has rebranded its ionic 20oz giant mugs and its colourful bags-for-life in order to 'Save the Bumblebees'. The retailer is giving away a mini-booklet with three free sheets of seed paper with every mug or bag that customers purchase. Mugs are priced at £2, bags are £1.50.
The seed papers are biodegradable and have the perfect blend of daisies and poppies for bumblebees to help pollination. They simply need to be moistened and covered in soil.
