Londsdale and The Game are collaborating during his sold-out UK tour in a deal which brings the attitude of hip-hop crashing together with the sporting heritage and values of the boxing-born superbrand.

This explosive partnership was officially sealed at 11:00 AM on Friday, December 8th at Lillywhite's Flagship store on Piccadilly Circus, when The Game took 30 minutes from his hectic schedule to meet Lonsdale executives and put pen to paper on the deal.

The Game will also meet 10 members of the public who have won the chance to attend the event.

Following the tour, Lonsdale plan to have The Game headlining a major advertising campaign, launching early in 2007.

Lonsdale Head of Marketing, Robin Gibson, said of the deal, "The deal is a fantastic agreement for us. The Game optimizes the values that Lonsdale hold dear, his determination and drive to make a better life for him and his family, and to achieve the success he has in the music industry is admirable, a true underdog story. We are delighted with the agreement, and look forward to working closely with The Game and his team."

The Game's U.K. manager Clive Black has said, "We are ecstatic with this collaboration, and look forward to it developing into a very successful, long-term relationship."

The Lonsdale brand was founded in 1950 and has been at the heart of the sport of boxing ever since. The greats of the sport from Henry Cooper to Mohammed Ali to present day champions like Ricky Hatton have sported the brand in the ring and helped make it one of the biggest sports brands in the world. Outside of the ring Lonsdale has long been a choice of celebrities and musicians. The relationship with The Game will only strengthen these associations.

The Game (aka Jayceon Taylor) hails from Compton, CA., the birthplace of gangsta rap. But his new kind of Westside story, a former gangbanger who turned to rap after being shot five times and left for dead, The Game is about peace-not war. Working closely with Dr. Dre on his debut album The Documentary, he sought to resurrect the truth, spirit, and hope in hip-hop. With five million copies of The Documentary sold worldwide, The Game's second album, Doctor's Advocate, was released on November 14, and is already platinum in the U.S. and gold in the U.K.