A RIBBLE Valley firm has been given a massive boost after Olympic cycling hero Sir Chris Hoy agreed to endorse its products.

Science in Sport, based at Brockhall Village, announced the deal yesterday.

Sir Chris, who has four gold medals to his name, will promote his use of the company's sports nutrition products for the London 2012 Olympics.

He said: “Nutrition plays a huge part in how well I do on the track and also in the gym, so if I want to be the best I can be, this has to be an important part of my ritual.

"Having used SiS products for the last 10 years and recognising the role they played in Beijing, I’m looking forward to officially working with the SiS team to get closer to them and develop this area of my preparation further.”

Science in Sport bosses said Sir Chris would be the first athlete to 'officially represent the brand globally'.

To kick off the endorsement, Sir Chris will feature in a series of online videos, which aim to give an insight into his training techniques, nutrition requirements and the mental strength he takes on to the track.

Pete Slater, of Science in Sport, said: “Not only is Sir Chris one of the world’s best athletes, he truly epitomises what SiS is all about.

"Having used our products for a number of years, he clearly appreciates that staying healthy and being the best you can be requires not just the right training and commitment to an active lifestyle, but fundamentally making the right nutritional choices as well.

“We all recognise the countless hours and dedication he gives to his sport.

"With the next Olympics on our doorstep, we believe this to be the perfect opportunity to use this to increase the knowledge among the general public of the importance of nutrition and hopefully inspire them to also be the best they can be.”

Science in Sport was established in 1992. The family-run firm's first products were used by 1992 Olympic gold medal winner Chris Boardman.

Now the firm said it 'fueled' thousands of amateur and elite athletes across the world.