Jaguar Land Rover has announced that international football star David Beckham will now act as a brand ambassador, supporting car sales in China.
Mr Beckham will specifically lend his patronage to Jaguar cars and will work with the manufacturer to promote significant forthcoming product launches in China – one of the firm’s most significant markets.
Bob Grace, managing director of Jaguar Land Rover China said the company was “thrilled” to have Beckham’s support for its marketing campaigns.
“David Beckham is a Briton whose achievements mean he has global popularity and he is someone who embodies contemporary British style and sophistication,” he commented.
“He is a truly modern, British individual with a genuine passion for design, innovation, performance and driving.”
Beckham’s first campaign will promote sales of the new Jaguar F-TYPE Coupé. Commenting on the start of his partnership, Beckham said: “I’ve always been an admirer of Jaguar – from the styling and design to the feel and roar of the engine, every element feels uniquely British”.
He concluded: “It’s an honour to support a brand with such an amazing heritage and I look forward to being part of Jaguar’s exciting future in China.”
The Beckham-Jaguar brand partnership is exclusively for the Chinese market and will appear in magazines and on billboards across the country, with a TV advertising campaign appearing later in the year.