The I'm a Celebrity, Get Me Out of Here star changed his name as part of a sponsorship deal that also sees him remove his chest hair to form the shape of the St George's Cross.
Reckitt Benckiser has supplied the England football squad with Veet for Men products, including wax strips and a hair-removal cream.
Veet for Men was launched in the UK in 2005 as Reckitt Benckiser's first foray into male grooming (Marketing, 17 November 2004).
Ruddock is not the first sportsman to change his name for a sponsorship deal. Snooker player Jimmy White changed his surname to Brown for an HP Foods sponsorship campaign during the 2005 World Snooker Championships.
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