The Bradford-born businessman who sells Yorkshire to the world will be the new regional chairman of a royal youth charity.

Keith Madeley has taken taken the role at The Prince’s Trust, the charity launched by the Prince of Wales in 1976 to help disadvantaged young people.

Keith, otherwise known as Mr Yorkshire, said: ”Having been given opportunities in my youth, I am a great believer in helping young people to achieve their aims. I am looking forward to working with the Yorkshire team in dealing with the many challenges facing us in the current financial climate.”

Last year in Yorkshire, The Prince’s Trust supported more than 3,000 young people.

Peter Branson, Prince’s Trust regional director, said: “Keith will lead and support the reinvigoration of our committees which will involve inspiring, motivating and influencing individuals from the public and private sectors. We are delighted that Keith will bring his energy and enthusiasm at such a critical time for us.”