Shane Todd has easily become one of the most recognisable names in Northern Irish comedy since he came onto the scene 16 years ago.
Whether you know him as Keith Cruise, from the Tea With Me podcast or his side-splitting stand-up on the biggest stages across the country, the Holywood man is putting local comedy on the map.
Back representing his North Down character Mike McGoldrick's (alleged) former squad, Ulster Rugby, the comedian is backing the province in Heineken's new 'Love Rivalry' campaign which encourages sports fans and non-sports fans alike to enjoy some friendly rivalry.
Read more: NI comedians to take on Manchester United legends in charity football match
Speaking to Belfast Live, Shane explained that McGoldrick was actually the reason he began to take an interest in rugby and now, as an avid fan of The Ulstermen, is urging fans to "up the ante" after research showed Ulster was the 'least supported province' when it comes to sport.
Shane said: "I started my Mike McGoldrick videos, who is like an alter-ego ex-Ulster Rugby player turned socialite, about 12 years ago and I actually wasn't into rugby before that - I knew a little bit about it but not a lot.
"He got me into rugby and following Ulster a fair bit. Heineken asked me to come on board and there's nothing I love more than doing things that blend sport and comedy so this campaign is right up my street."
Discussing Ulster's status as the least competitive province, Shane thinks that local crowds - whether supporting sport or comedy - can give as good as they get.
"I think that is what it is all about here. If you give it, you have to be able to take it and I definitely find that with doing stand-up if you are dealing with a heckler or something - if you are having a laugh with someone in the audience and they say something funnier than you have said, you have to just hold your hands up.
"In terms of the other provinces, I'd say we are on top when it comes to that," he explained.
"The Ulster Rugby crowd are exactly what you would want and the Kingspan is usually always packed. It's a loyal fanbase and I suppose we see that with comedy here too."
From the pitch to the boxing ring, Shane's recent success at the NI comedian's charity boxing night where he beat fellow comic Johnny Bow at the Ulster Hall has led to it becoming one of the most talked about events to happen in the city this year.
Shane joked: "I'm undefeated - I've actually retired from it. I want to use this opportunity to give Belfast Live the exclusive - it's a wee bit like when Tyson Fury retires and the money is there, you can coax me back out.
"The event was great and I had never a pair of gloves on before it but I really, really enjoyed it.
"It was all a bit of a blur with the adrenaline and nerves but it was good and I am glad that I was involved - it is just more proof of how good the Belfast comedy scene is and how well supported we are."
Shane is heading out on a massive new tour titled 'Mummy' later this year that will see him play venues across the country and the rest of the UK as well as Down Under for the first time in his career.
As the comedy industry across Northern Ireland continues to explode with talent, new comics and platforms like podcasts and social media making comedy more accessible than ever, Shane said: "I think the beautiful thing is I've seen it go from difficult times whenever you couldn't get an audience into a comedy club to what it is now.
"I've been doing stand-up for 16 years and I've kind of seen it all - I've seen it go up and down and the last couple of years have just been incredible. I think it's when people realise that the grassroots comedy here is as good as you'll get from the UK.
"The best thing about it is the support from people here and it's rare that you get that, that people really support their own as much as our loyal following here.
"I think people are proud of the comedy scene here and that is translating into the shows."
To join in with the rivalry, Heineken invites fans to submit their voice messages of rival cheers and chants with VIP tickets to the Heineken Champions Cup Final up grabs for the best chants. To find out more, see here.
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