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Hockey legend Mark Messier has joined Don Cherry as a spokesperson for Cold-fX, a cold and flu medication developed in Canada and about to enter the U.S. market, CV Technologies Inc. said Tuesday.

Mr. Messier, who retired as an NHL player last year with six Stanley Cup victories to his credit and a scoring record second only to Wayne Gretzky's, will act as a spokesperson for the brand's U.S. launch this fall.

CV Technologies, which was formed by a group of researchers from the University of Alberta in Edmonton, has been successful in getting numerous celebrity endorsements for Cold-fX.

"I've used Cold-fX for years and I'm a firm believer in it because I know it works," Mr. Messier said in a release. "It's also wonderful to be part of a company that aspires to do good things and focuses on health and wellness."

Cold-fX uses an active ingredient found in ginseng, and differentiates itself from most major pharmaceutical products by boosting the body's own defences, rather than trying to relieve symptoms, according to the company.

Earlier this year, CV Technologies was granted approval by the Food and Drug Administration to sell Cold-fX as a "new dietary ingredient" in the United States.

The Messier deal marks the latest in a series of partnerships between CV Technologies and professional hockey. The company also works with Hockey Night in Canada host Don Cherry, and is affiliated with the Edmonton Oilers, where Messier won five Stanley Cups. His sixth was with the New York Rangers.

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