Warewashing manufacturer Maidaid has partnered with international rugby star and new England team manager Richard Hill, appointing him as ‘brand ambassador’ for 2016/17.

The rugby icon, who was part of the 2003 World Cup-winning team, will represent the brand over the next 12 months, in particular with the company’s clients and prospective customers in the sporting world.

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He said this would include top rugby and sporting venues “whose bars, kitchens and conference outlets would all benefit from Maidaid’s equipment”.

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Maidaid sales director, Julian Lambert, stated: “Richard is the perfect choice for us as he embodies Maidaid’s core values of durability and reliability with a consistently high performance. As a rugby world cup winning flanker (and a kitchen porter as a teenager) Richard knows all about the unseen, dirty work and hard graft that goes on behind the scenes to deliver excellent results.”

Hill played 71 times for England over 15 years and is one of only a handful of players to have been selected for three British and Irish Lions tours. He was appointed England team manager by head coach Eddie Jones earlier this week.

Hill admitted that he has to think carefully before agreeing to become associated with a company. “The more I have learnt about Maidaid, the more I see how they reflect my own personal values. Its products really are second to none and they always go the extra mile to provide a great after-sales service.”

Maidaid sells its equipment exclusively through the distributor channel.