Cipriani signs fashion deal to rival celebrity girlfriend

ENGLAND rugby union star Danny Cipriani has established himself as the pin-up boy of the sport after signing as the new face of a fashion label. Eden Park, which has a Richmond store part-financed by former international players Lawrence Dallaglio and Kenny Logan, is paying the London Wasps fly-half an undisclosed six-figure sum.

The 21-year-old will front a six-month advertising campaign from next week. Cipriani became an "ambassador" for adidas last October, in a contract thought to be worth at least £1million.

He has established a high public profile despite playing little rugby over the past year while recovering from a bad ankle injury. His seven-month relationship with model and TV presenter Kelly Brook, 29, has made him a regular on the celebrity gossip pages.

He is going head-to-head with her in marketing terms after she signed a deal to promote Reebok in February. Eden Park was founded by five French international rugby stars including current company president Franck Mesnel in 1987.

Cipriani said: "Maybe one day I can follow in [Mesnel's] footsteps and start a brand of my own."

rugby's poster boy cipriani signs six-figure fashion deal to rival girlfriend kelly