“They always deliver a rugged reliability that you can always count on when the chips are down in hostile environments. Land Rover is all about adventure, and adventure has always been in my DNA.”

“For the toughest challenges, a Land Rover is always my vehicle of choice, which is why I’m so proud to be associated with the brand.”

Mr Grylls will support Land Rover’s activity around the world and will play an integral part in the launch of the car–maker’s new Discovery Sport, which was unveiled on September 3.

The adventurer shot to fame after his TV show Man Vs Wild and Born Survivor became one of the most watched programmes on the planet with an estimated audience of 1.2 billion.

He also hosts the hit adventure show ‘Running Wild’ on NBC in America, as well as ‘The Island with Bear Grylls’ for Channel 4 in the UK. 

Mr Grylls joins a roll call of Land Rover adventure ambassadors that has included explorers such as Sir Ranulph Fiennes and Ben Saunders.

As part of his ambassadorial role, he will also mentor Land Rover’s Next Generation Explorer, 22–year–old Alex Woodford, during a high–adrenalin adventure later this year. 

In February, Ms Woodford triumphed in the snow–laden Discovery Adventure Challenge where she competed against four other young explorers in a series of testing challenges on the slopes, including a slalom drive and a sled pull, as well as a kayak race across Lake Geneva.

Mark Cameron, brand experience director at Land Rover, said: “There are not many people out there that live and breathe the Above and Beyond spirit more than Bear Grylls.

“He regularly tackles the biggest adventures on this planet, which is why he’s such a good fit with Land Rover. We look forward to working with him and taking our customers on the adventure of a lifetime with Bear.”

In one of his first projects Mr Grylls appears in a video that forms part of the wind–down to the reveal of the Discovery Sport.