Boxing equipment and apparel brand Lonsdale has signed WBC Super-Middleweight champion Carl Froch as a brand ambassador.
As part of the deal, Froch is to fight in Lonsdale gloves and apparel, the first of which was his points-decision victory last month to retain his title.
Froch is part of a 'Super-Six' tournament involving six Super-Middleweights to crown an undisputed champion.
Sunny Singh, sponsorship manager for Lonsdale says: "The team at Lonsdale look forward to supporting Carl as he establishes himself as the best of the best at Super-Middleweight level."
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