Automotive manufacturer Jaguar Land Rover (JLR) has signed former soccer star David Beckham as an ambassador for Jaguar in China.
The 38-year-old Englishman, whose playing career took in title-winning stints at Manchester United, Real Madrid, LA Galaxy, and Paris Saint-Germain, will star in a series of television and print adverts for Jaguar exclusively in the Chinese market.
The deal will focus initially on promoting the British brand’s F-Type Coupe model, with plans in the pipeline to focus on the XJ saloon at a later date.
JLR, which recently signed Chelsea manager Jose Mourinho as a global ambassador of its F-Type Coupe, is targeting further growth in emerging markets..
Since being acquired by Indian giant Tata Motors for UK£1.3 billion in 2008, JLR’s sales have increased by over 100 per cent. China has been key to that growth and JLR plans to open a factory in the country, its first outside the UK, later this year.
David Beckham, who earns tens of millions of dollars per year through endorsement deals with the likes of Breitling, Armani, Adidas, Samsung, Pepsi, Burger King, H&M, and Sainsbury’s, became a global ambassador of China’s top tier soccer league last year.
In February this year, Beckham confirmed he had exercised his right to buy a Major League Soccer expansion franchise in Miami.
“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,” said Beckham. “It’s an honour to support a brand with such an amazing heritage.”