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May042011

David Beckham Takes On Global Olympic Marketing Task For Samsung

David Beckham with Samsung head of global sports marketing Gyehyun Kwon.May 3, 2011: David Beckham may have lost a step or two on the pitch, but not as a global pitchman.

The international soccer star has signed a deal to become the global brand ambassador for Samsung Electronics, with focus on the 2012 Summer Olympics in London.

The alliance brings together two parties already closely involved with the upcoming Games. Beckham is an ambassador for the London Olympic Games Organizing Committee, which dates back to when the city was vying for the Games.

Samsung is a global partner of the International Olympic Committee and the official worldwide Olympic partner in the wireless communications equipment category.

Financial terms of the deal with Beckham were not disclosed.

Samsung said that alliance with Beckham would start with appearances in multi-platform advertising and public relations campaigns "covering various elements of Samsung’s London 2012 marketing program." The deal will run through 2012.

Beckham, 36, currently plays for the Los Angeles Galaxy in Major League Soccer. Although his marketing deals have waned in recent years, he still is one of the game's most recognizable personalities, including an appearance with equally famous wife Victoria Beckham at the Royal Wedding between Prince William and Kate Middleton.

His other marketing deals include adidas, Electronic Arts and Coty.

“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," Gyehyun Kwon, vp and head of worldwide sports marketing for Samsung Electronics, said during a press conference in London to unveil the partnership. "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.”

According to Beckham, “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."

Kwon said that Beckham's status as a global sports icon has already helped to raise the profile of the London 2012 Olympic Games and attract more people to watch and to actively participate in the Games.

“Sport has a unique power to reach people and bring them together," said Kwan. "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.”

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