Armani signs Beckham to front underwear range

by Jemima Bokaie, Marketing 14-Nov-07

Fashion brand Giorgio Armani has signed up international football star David Beckham as the global ambassador for its Emporio underwear collection.

The multimillion-pound deal is the first formal clothing contract for
Beckham, who has a global long-term sponsorship deal with sports brand
Adidas. The three-year royalty-based agreement means the footballer

receives a share of product sales on top of his annual sponsorship

income.

Beckham, who left Real Madrid in July to join Los Angeles Galaxy in an
estimated £125m deal over five years, will head the brand's global
expansion plans. The first ad campaign to feature the star will launch
next January across press and outdoor.

The deal was brokered by Simon Fuller's entertainment company, 19
Entertainment, which took on representation of David and Victoria
Beckham in 2003.

In July, Beckham turned down Gillette's offer of a renewed £3m
contract. He has also represented Vodafone and Police.

The star's earnings from endorsements fell by 28% for the second year
running, to £11.1m last year, according to accounts filed at
Companies House.