David Beckham announced as Jaguar ambassador

JonathanMarch 11, 2014

David Beckham has joined up with Jaguar to be the company's brand ambassador and will support the car maker with its campaign in China. The British sporting icon will accompany Jaguar on various product launches in Asia as part of his long-term contract, which will see him feature in marketing campaigns for the brand in one of its biggest international markets.

Bob Grace, Jaguar Land Rover China managing director, said: "We are absolutely thrilled that David will be an ambassador for Jaguar in China. David Beckham is a Briton whose achievements mean he has global popularity and he is someone who embodies contemporary British style and sophistication. 

"He is a truly modern, British individual with a genuine passion for design, innovation, performance and driving."

One of Beckham's first jobs will be to help launch the new Jaguar F-TYPE Coupé – a model that has quickly become regarded as a modern classic and one that perfectly expresses Jaguar's vision of modern British style and elegance. 

During his long-term partnership with the car maker, David's role will develop and he will feature in more brand and product campaigns over the next few years – including the highly-anticipated Jaguar XJ, the company's award winning luxury saloon.

Speaking about the new deal, Beckham said that he has always been an "admirer of Jaguar", as every element feels "uniquely British" from the styling and design to the "roar of the engine".

"I love the classic E-Type of the 60s and today this legacy is alive in the phenomenal F-TYPE Coupé, a car that epitomises British craftsmanship. It's an honour to support a brand with such an amazing heritage and I look forward to being part of Jaguar's exciting future in China," he added.

The new F-TYPE Coupé line will be one of the headlining ranges in the first phase of Jaguar's new campaign. Beckham will also feature in the promotional material for other Jaguar models, including XF and XJ saloons.

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