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The England legend will start his role immediately and will be heavily involved in their marketing programme ahead of the sporting festival next summer

South Korean conglomerate Samsung have announced that England legend David Beckham will be their global brand ambassador for the London 2012 Olympics.

The agreement stipulates that Beckham's role will start with immediate effect, involving appearances in adverts across several platforms and being used as a main player in their public relations campaigns.

Speaking to reporters at the official signing of the agreement, Samsung's vice president & head of worldwide sports marketing, Mr. Gyehyun Kwon, 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 Games spectator experience to fans throughout the world using our leading smart mobile technology.”

Speaking about the partnership, Beckham himself sounded excited to be involved in the project.

He said: “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 also spoke of the reason why Beckham was Samsung's first choice for the role, believing that he is an "icon", with someone like him only helping raise the profile and revenue of the company.

He added: "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.

"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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