Bolt named ‘CEO’ of Maison Mumm

Sprinter appointed 'chief entertainment officer' of champagne brand.

Bolt named ‘CEO’ of Maison Mumm

World record-holding sprinter Usain Bolt has signed an endorsement deal with champagne brand Maison Mumm.

The French company has named the nine-time Olympic gold medallist as its 'CEO', or chief entertainment officer. Bolt will serve as an ambassador and spokesperson for the brand throughout its multi-media marketing campaigns.

“I’m honoured to take on the role of CEO for Maison Mumm and to show the world what it means to celebrate and entertain in daring ways,” said Bolt. “My number one mission will be to enhance Mumm’s legacy in celebrating victories in stunning ways, and I’m very excited to invite all my fans around the world to raise their glasses with me.”

Bolt has announced that he will retire after next year's IAAF World Championships in London, where he won three of his Olympic gold medals in 2012.