Match of the Day presenter Gary Lineker has penned a £1.2million deal to remain the face of Walkers Crisps for the next three years.
Lineker, 59, has been promoting the snack brand for more than 25 years, and will continue to be one until 2023 at least.
According to The Sun, the former England striker's new deal will see him do fewer adverts and take on a greater ambassadorial role.
Gary Lineker has signed a three-year deal worth around £1.2million to remain the face of Walkers Crisps
A source told the paper: 'Signing up Gary for another three years is a huge coup but they’re taking him in a new direction.
'He’s going to take on a higher role, which includes Gary being more involved in Walkers’ drive to lessen their plastic usage and consumption as a whole.
'He’ll still front the new ads but it just won’t be as many as normal.'
The new contract is expected to see the former Leicester City striker become involved in a grassroots football project.
Last month the BBC reported that Lineker was taking a 23 per cent pay cut as he signed a new five-year contract with the BBC.
According to the i, the deal was worth around £6.75m.
Tim Davie, the BBC’s new Director-General, told the paper the deal 'across the board will deliver savings of one quarter over his last contract.'