A WELSH rugby international is preparing to tackle a new role – promoting digger giant JCB’s famous yellow machines.
Dan Lydiate, who tips the scales at nearly 18 stone, is putting his weight behind JCB Agriculture as a brand ambassador.
The 6ft 4in flanker is from a sheep farming family in Llandrindod Wells, Wales, and JCB has supplied him with a JCB Loadall 526-56 Agri and a WORKMAX 800D UTV, which are proving invaluable for materials handling tasks and for transporting animals around the 500-acre farm during lambing.
In return for the new machinery, he will be involved in JCB’s marketing campaigns and making appearances at a number of trade shows in Wales and France to promote the benefits of the machines produced by the Rocester-based company.
Edward Roach, JCB sales and marketing manager, said: “Dan is a tough player, with real physical presence and strength who always shows maximum commitment, something he shares with JCB machines.”
Lydiate added: “I’m really looking forward to working with JCB, which is a great British company with a fantastic reputation for quality products, something we have first-hand experience of on the farm.”
Originally from Salford, the rugby star is famous for his no-compromise style of play for Racing Metro, Wales and the British and Irish Lions.
In the 2012 Six Nations Championship, Lydiate had the honour of being named the Player of the Tournament. His career also saw him triumphant in the 2013 Lions win in Australia, when he was the only back row player to feature in all three tests.
JCB, which was founded back in 1945, is privately owned by the Bamford family and supplies a range of tractors and materials handling equipment to the farming industry around the world.
The company has 22 factories, 11 of which are in the UK and includes Uttoxeter and Rocester, and employs 11,000 people.