Health drinks developer and distributor New Sun Nutrition has announced that cycling champion Lance Armstrong has joined the company's board of directors.

Armstrong, a seven-time winner of the Tour de France, will serve as both a business advisor and outside board member as well as being the face of the company for advertising campaigns.

New Sun Nutrition co-founder Richard Lamb said: "We are very pleased to welcome Lance Armstrong to the New Sun Nutrition family, Lance's unparalleled knowledge of sports conditioning and his focus on inspiring consumers to be active and healthy at any age will be an invaluable asset to the company."

Armstrong responded by adding: "I am excited to join the New Sun Nutrition board and share the company's vision to provide consumers with a healthy alternative to highly-caffeinated energy drinks, as well as a convenient way to reap the long-term health benefits of antioxidants."