Jaguar has recruited David Beckham as its brand ambassador.
Beckham will support significant forthcoming Jaguar product launches in China, featuring in above-the-line marketing campaigns for the brand in one of its most significant international markets.
Bob Grace, Jaguar Land Rover China managing director, said: “We are absolutely thrilled that David will be an ambassador for Jaguar in China. David Beckham is a Briton whose achievements mean he has global popularity and he is someone who embodies contemporary British style and sophistication.
"He is a truly modern, British individual with a genuine passion for design, innovation, performance and driving.”
As part of a long-term partnership, former international footballer Beckham will star in a series of print adverts and TV commercials exclusively in China.
Beckham's role will initially see him feature alongside the new Jaguar F-TYPE Coupé. His role will develop and will see him feature in many Jaguar brand and product communication campaigns in the coming years, including those for the Jaguar XJ large luxury saloon.
On the start of this new 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.
"I love the classic E-Type of the 60s and today this legacy is alive in the phenomenal F-TYPE Coupé, a car that epitomises British craftsmanship. 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 Beckhams are understood to have recently owned a Jaguar XJ among their comprehensive collection of cars which have included Bentleys, Rolls-Royces, Ferraris, Cadillacs and Range Rovers.