ENCINO, Calif. — NFL commentator and former Super Bowl champion coach Jimmy Johnson has been signed as the new spokesman for the ExtenZe male enhancement brand.

Inter/Media Advertising, which handles the ExtenZe brand, announced the deal Monday. Plans call for Johnson, who appears on Fox NFL Sunday and the NFL Pregame Show, to star in a series of television spots advocating ExtenZe for "maximizing what you already have." In the commercials, the former Dallas Cowboys and Miami Dolphins coach says the product works for him and that it’s clearly working for the men who have bought more than a billion tablets of the product.

The 15-, 30- and 60-second spots, set to begin running in this month, feature Johnson on a football field and in the garage of ExtenZe Racing, which will compete in NASCAR’s Sprint Cup series this year. In one spot, Johnson is teamed with ExtenZe driver Kevin Conway, who will be vying for NASCAR’s Raybestos Rookie-of-the-Year.

Johnson also will be at the Daytona International Speedway on Feb. 14, the day of the Daytona 500, to announce a new NASCAR community relations program that ExtenZe will sponsor and to be Guest Crew Chief for the day, sitting atop the pit box, cheering on the ExtenZe-sponsored No. 37 Ford.

"Jimmy Johnson is a true champion and leader, one of the most recognized and admired people in sports today. Among the reasons we selected him is that he knows how to push the limits in the pursuit of goals," commented ExtenZe co-founder Robert Winter. "Jimmy adds a whole new dimension to our marketing as we continue to establish ExtenZe as a mainstream brand."

The company said ExtenZe was the leading direct TV commercial in 2009, according to Infomercial Monitoring Service Inc. (IMS) rankings. The product is available in Wal-Mart, Walgreens, CVS, Rite Aid and GNC stores, and the product was No. 1 in sales in the mineral supplement category at retailers for the past three months based on InfoScan Reviews data, the company added.