Samsung, which holds the exclusive rights in the wireless communications equipment category for the Olympics, will use the Los Angeles Galaxy midfielder in promotional campaigns across various platforms. Beckham, who has played for Manchester United, Real Madrid and AC Milan and holds the record for the number of appearances by an outfield player for the England national team, was born in London and played a key ambassadorial role in the city’s winning bid for the 2012 Games.
“David has been actively taking part in a number of initiatives to help young people around the world to enjoy a better life, while Samsung’s London 2012 marketing campaign will also place great importance on the value of engaging youth,” said Gyehyun Kwon, Samsung’s vice-president and head of worldwide sports marketing. “To this end, we’re delighted that David will be supporting our goal to extend the Olympic Games spectator experience to fans throughout the world using our leading smart mobile technology.”
He added: “David Beckham is a global sports icon who is helping to raise the profile of the London 2012 Olympics and attracting more of us to watch and to actively participate in the Games. We are very excited about the new partnership for our customers and fans of the Olympic Games and we’re looking forward to working with David across the range of London 2012 marketing initiatives we will be pursuing until the end of 2012.”
Beckham, who remains one of the most marketable footballers in the world despite being in the twilight of his career, said: “I'm very proud to be part of the team that brought the Olympics to my home city, London. It is one of the greatest events in the world. Working with a globally respected brand, like Samsung, our aim will be to help more and more people to enjoy and share the excitement of the London 2012 Olympic Games.”
