Former NHL player and UMaine star Eric Weinrich has been named the spokesman of the Bicycle Coalition of Maine, the organization announced Thursday.

Weinrich will appear in BCM’s new “Share the Road” radio and TV spots. He will also participate in BCM-sponsored events such as the Legislative Bike Tour & Walk on May 23 in Augusta.

Weinrich cycles year round for conditioning, recreation and transportation.

“His genuine enthusiasm and passion for bicycling will help us reach new audiences, particularly young people,” said Jeffrey Miller, BCM’s executive director.