Beckham will appear in multi-platform adverts and PR campaigns throughout Samsung's London 2012 marketing push.

Samsung is the worldwide Olympic partner for wireless communications equipment.

The mobile phone manufacturer is a TOP sponsor of the Games and will be one of the partners for the Olympic Torch Relay that precedes the event.

"I'm very proud to be part of the team that brought the Olympics to my home city, London," said Beckham, who played a major part in the successful bid to bring the Games to Britain for the first time since 1948.

"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 Olympic Games."


Gyehyun Kwon, the vice-president and head of Worldwide Sports Marketing for Samsung Electronics, claimed that the Korean giant 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.

"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," he said.

"Sport has a unique power to reach people and bring them together.

"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 spectating experience to fans throughout the world using our leading smart mobile technology.

"We are 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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