Japanese watch company Citizen has appointed the country's figure skating star Yuzuru Hanyu as its spokesman and brand ambassador for China, Hong Kong and Macau.
The back-to-back and reigning men's Olympic champion has been chosen with winter sports growing in popularity in China due to the upcoming Beijing 2022 Winter Games.
Citizen is also the longest-running sponsor of the International Skating Union (ISU), having backed the world governing body since 1982, a run of 37 years.
Hanyu's achievements also include two world titles and winning the ISU Grand Prix of Figure Skating Final four times.
He is enormously popular in his home country and has been tipped to play a role during the Opening Ceremony of the Tokyo 2020 Olympics.
"Citizen is a respectable brand with a 100-year history," the 24-year-old said.
"I am honoured."
Tatsuo Sumikawa of Citizen Watches added: "Hanyu, who has excellent skills and the spirit of continuing to challenge himself, attracts the audience and brings real beauty and excitement to you."