England football captain Rio Ferdinand is the latest name to become an ambassador for the Jaguar Academy of Sport, it has been announced.

The news, which could interest Jaguar car hire customers, comes less than a month before the defender flies to South Africa to compete in the 2010 Fifa World Cup.

Jaguar's Academy of Sport exists to promote, recognise and celebrate the pinnacle of British sporting success by supporting new talent emerging in the country.

Ferdinand revealed his delight to be working alongside the manufacturer promoting new sports stars.

He said: "I'm honoured to be working with Jaguar as an ambassador for the Academy of Sport, helping to support the next generation of British talent, something close to my heart.

"I'm delighted to contribute to this initiative at a time when British sport is going to see huge levels of interest both in South Africa this summer and of course at London 2012."

Other well-known patrons to the academy include David Beckham, Ian Botham and Kelly Holmes.

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Posted by Chris Weaver