Trace Adkins has secured a two-year endorsement deal with BC Headache Powder, resulting in radio ads, retail displays, tour sponsorship and corporate events. "I'm very particular about attaching my name to products or causes, unless it's something I use or believe in," Adkins said. "My relationship with BC Headache Powder is personal and runs deep. I still remember when my grandfather gave me my first BC. I even remember the product advertising jingle from the '70s." Adkins is the second country music artist to endorse the product, following Faron Young in the mid-1970s.