Warrior announced that Liverpool and Welsh international striker Craig Bellamy has been signed as the brand's first football (soccer) ambassador.

U.S.-based Warrior Sports earlier this year signed a six-year sponsorship agreement worth more than $200 million with the Liverpool Football Club, representing a possible shift in the allocation of sponsorship dollars and the targeting of new customer bases.

In a unique deal that will see the sponsorship fee go directly to the Craig Bellamy Foundation in Sierra Leone, Warrior will work closely with Bellamy to raise global awareness of the Foundation and build on his work to date. The Liverpool front man will also work alongside Warrior to develop its debut football boot collection.

Founded by Bellamy himself in 2008, the Craig Bellamy Foundation provides under-privileged children a chance to reach their full potential through a mix of sport and education, enabling them to create better lives for themselves and their communities. Operated on a not-for-profit basis, the Craig Bellamy Foundation is also the driving force behind Sierra Leone's only professional football academy and a popular youth league.
In addition to helping fund the Foundation's educational and recreational facilities, Warrior will provide practical support by supplying footballs, boots and kit.

Bellamy is thrilled the new partnership with Warrior will strengthen his efforts in Sierra Leone.

“While Warrior works to support me on the field, we'll work together to support the Craig Bellamy Foundation off it,” said Bellamy. “For me, the most important part of this deal is that the money and extra resource provided by Warrior will go directly to the children and local communities involved with my charity in Sierra Leone.”

Head of Warrior Football Richard Wright commented: “At Warrior, we align ourselves with athletes who are highly driven, motivated and possess a winning mentality – Craig is one of these athletes. His work in Sierra Leone is remarkable and we are delighted to help these young footballers of tomorrow.”

With 149 career goals to his name, Bellamy will provide his personal insight and experience as Warrior develops its first football boot collection.

“Craig will play an integral role in the boot design and development process, helping the Warrior team create a revolutionary product that will stand out from the pack,” said Wright.