Trace Adkins is taking on a new role -- celebrity spokesman for BC Headache Powder. The singer says he didn't sign on with the company on a whim. He notes, quote, "I'm very particular about attaching my name to products or causes, unless it's something I use or believe in." Adkins adds that he truly stands by BC Headache Powder, and that his relationship with the product, quote, "is personal and runs deep." He explains, quote, "I still remember when my grandfather gave me my first BC. I even remember the product advertising jingle from the 70's. I am proud to be representing BC, especially on tour in front of thousands of fans." Adkins is just the second country star to endorse the headache medicine. Back in the '70s, Faron Young was a celebrity spokesman for the company.

Adkins' relationship with BC will extend two years. He'll support the company with advertising on radio and in-store displays and appearances at BC events. In addition, the performer will tour next year, with BC sponsoring the trek. BC is also a sponsor for Adkins' upcoming "Shine All Night" tour with Martina McBride, which begins in Moline, Illinois this Friday.