Endorsing brands and rolling out supermarket lines is big business and boxing champ Tyson Fury is joining the game taking on lockdown fitness guru Joe Wicks in the healthy food and drinks market.
Hoping to pack a punch when it comes to the ready meals sector, the world heavyweight champ is also looking to market health foods and drinks, sauces, dressings, food supplements, cereal bars and protein shakes.
Workout king Joe Wicks already has his own range of meals - a multi-million tie-in partnership with meal box company Gousto.
Tyson Fury is teaming up with frozen food firm Iceland to create the Furocity by Tyson Fury brand, reported Daily Star.
Iceland chiefs have just applied for legal protection with the UK’s Patent and Trademark Office.
If passed, the trademark will stay in place for 10 years.
The legal documents were lodged on his behalf by Iceland executives. They filed the legal papers in November and when they are made law it will prevent counterfeiters from knocking out bootleg copies
An intellectual property lawyer told the Daily Star that: "This will give Tyson and his advisors the ability to take action against third parties who may be using the relevant names in the course of trade without consent.
"The mere presence of these kinds of trademarks on the register can also act as a deterrent, where a third party is considering using the name without their consent
"Secondly, it improves their ability to enter into agreements to commercialise their brand. As an example, they may wish to license out the trademarks to partners and earn royalties that way."
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