Usain Bolt is the new CEO of Mumm Champagne. That's Chief Entertainment Officer. Bolt will work with Mumm to create, unique and fun ways to get consumers interested in Mumm champagne. Starting by opening it with one of his gold medals. Admittedly sabering a champagne bottle is a kind of badass move. Hell it made Alton Brown look cool when he did it, and the dude was wearing a bow tie at the time. With all of his celebrations I assume Bolt knows his way around a champagne bottle, too. Let's see if this is more than just a celebrity endorsement. Maybe Bolt will contribute tons of ideas to sell Mumm champagne.

M&C SAATCHI SPORT & ENTERTAINMENT Client: PERNOD RICARD USA Krista Drew, MAISON MUMM Antoine Flament, Raphaëla Allouche, Raphaë