LANCASHIRE and England cricket legend James Anderson has become the latest sporting great to “splash it all over” as the face of male grooming brand Brut.

The pace bowler, England’s all-time leading test wicket-taker, follows the likes of footballer Kevin Keegan and boxer Henry Cooper in starring in the brand’s British advert campaigns.

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Keegan and Cooper were famous in the 1970s and 80s, along with motorcycling great Barry Sheene, for the TV aftershave ads which had the catchphrase “splash it all over”.

Burnley Council leader Mark Townsend believes James’ achievements are positive for himself and the town, where Anderson was born.

He said: “James is a great ambassador and he helps raise the profile of Burnley.

“Everything he does, he associates himself with Burnley, and we’re pleased he is doing extremely well in his career.”

James last year became the first England player to take 400 test wickets, and is currently ranked number one in the Test bowling rankings.

He has now become ambassador for Brut, and will appear in ad campaigns for their sport style range of products, promoted by the hashtag #ManOfSport.

Athletes have traditionally endorsed the brand, including boxer Muhammad Ali in the United States, and football player Franz Beckenbauer in Germany during the 1970s.

Cllr Andrew Tatchell believes James has grown in stature to rival some of the big names involved in the advert campaigns previously: “You’re talking giants there, and Jimmy is a giant in cricket. He’s more than just a sportsman.”

Outside cricket, James, 33, has previously launched his own exclusive menswear collection with top fashion label, Chess London, designed specifically for men of an athletic build.

He also became the first cricketer to model naked for Britain’s biggest-selling gay magazine, Attitude, in 2010 to highlight the cricket world’s opposition to homophobia.

Cllr Tatchell added: “He’s a great role model, it’s good for youngsters that he represents the area. We’re very proud of his achievements.”