Tyson Fury, the boxing champion, will face fitness guru Joe Wicks in a battle of healthy food and drink.

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Tyson Fury, the boxing champion, will go up against Joe Wicks, the fitness guru, in a battle of healthy foods and beverages.

EXCLUSIVE: Tyson Fury, the world heavyweight champion, is teaming up with Iceland to launch his own brand.

Joe Wicks, a lockdown fitness guru, will be his opponent.

Tyson Fury is launching his own knockout line of healthy food and drinks to take on workout king Joe Wicks.

Tyson Fury’s Furocity brand is a collaboration between the Gypsy King and Iceland, a frozen food company.

Joe, the fitness guru, has a multi-million dollar deal with the mail-order grub company Gusto.

Iceland’s government has just applied to the UK’s Patent and Trademark Office for legal protection.

If approved, the trademark will be valid for ten years.

Ready meals, health foods and beverages, sauces, dressings, food supplements, cereal bars, and protein shakes are among the products that the world heavyweight champion hopes to market.

Iceland executives filed the legal documents on his behalf.

They filed the legal papers in November, and once they become law, counterfeiters will be unable to produce bootleg copies.

“This will give Tyson and his advisors the ability to take action against third parties who may be using the relevant names in the course of trade without consent,” an intellectual property lawyer told us.

“The mere presence of these types of trademarks on the register can also act as a deterrent, in the event that a third party is considering using the name without their permission.”

“Second, it improves their ability to enter into commercialization agreements for their brand.”

They could, for example, license the trademarks to partners and earn royalties that way.”

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