Eddie The Eagle lands new partnership with Mitsubishi Motors

8:00 am, July 22, 2016

THE legendary winter Olympian Eddie ‘The Eagle’ Edwards has become Mitsubishi Motors in the UK’s latest high-profile brand ambassador.

The world-famous ski jumper – known for his inspirational performances at the Calgary Games in 1988 – has partnered with the brand to promote its ASX crossover, reflecting his adventurous spirit.

As part of the deal, Edwards will appear in a series of ASX Adventure Advanced social media videos, in which he will put his daredevil reputation to the test in a range of adventure sports challenges. The series starts with this teaser:

As the series progresses, though, the challenges he must face will take him far outside his comfort zone and into unfamiliar territory.

Launching the partnership, Edwards, whose life story was told in a blockbuster movie released earlier this year, said: ‘I’m absolutely delighted to be working with a brand like Mitsubishi that shares my own sense of fun and excitement. I’m really looking forward to giving some thrilling adventure sports a go as we shoot this series of videos. It should be great fun.’

Toby Marshall, sales and marketing director for Mitsubishi Motors, said: ‘I met with Eddie earlier this year and was captivated as he shared his fascinating life story. He’s a great character with an indomitable spirit and he’s the perfect fit for our brand and, in particular, the ASX.’