Beckham will begin his ambassador role with immediate effect and will play a key part in raising awareness of Samsung’s sponsorship of London 2012 as a Worldwide Olympic Partner.
The collaboration will start with appearances in multi-platform adverts and public relations campaigns, covering various elements of Samsung’s London 2012 marketing programme.
At the official signing of the partnership, Gyehyun Kwon, vice president and head of worldwide sports marketing, Samsung Electronics, said that Samsung and Beckham shared a great number of common values, ranging from their mutual commitment to youth, and their continuing efforts to encourage more people to participate in sports.
“Sport has a unique power to reach people and bring them together,” said Kwon. “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. And 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.”