David Beckham has signed a £20 million deal to become the
new global ambassador of fashion house Giorgio Armani. The LA
Galaxy star will front a new underwear campaign in a series of
billboard and fashion magazine adverts from the start of next year.
The three-year deal, in which Beckham, 32, will receive an annual
fee plus royalties, is unprecedented for any sportsman and will
cement his status as the world's best paid
footballer.
The campaign for the "Emporio SS08î underwear range is thought to
have been sanctioned by Giorgio Armani. The 73-year-old Italian
designer has become friends with Beckham and his wife, Victoria,
dining with them several times since their move to
California.
A source close to the deal said: "The personal relationship was
definitely instrumental in this deal. David and Giorgio get on very
well so it was very much Giorgio's personal choice. But Armani also
see this as a sound business decision - few individuals have a
truly global reach that can match David's."
The Armani deal came about after the former England captain's
contracts with Vodafone and Gillette both came to an end this
year.
According to accounts filed at Companies House, Beckham's earnings
from endorsements fell last year for the second year running, by 28
per cent to £11.1million, leaving his management company looking
for new endorsements. They were keen to prove that Beckham's
marketing clout was as strong as ever in spite of a string of
injuries and a poor year for LA Galaxy.
Beckham still has deals running with Adidas, Pepsi, Motorola and
perfume maker Coty - which produces fragrances named after him and
Victoria - and earns £500,000 a week from his playing
contract.
His representatives, who are now only interested in deals in which
Beckham receives a share of product sales on top of his annual
sponsorship income, are also close to securing a tie-up with aUS
brand for a campaign that will only appear in America.
The Armani adverts, described by one source as "stylish and sexy",
were shot last Friday in LA by photographers Mert Alas and Marcus
Piggott. The duo, who are known for their glossy, airbrushed style,
made their name photographing models and celebrities including Kate
Moss, Jennifer Lopez and Natalie Portman.
Beckham's underwear deal comes after his wife linked up with US
lingerie chain Victoria's Secret as part of the Spice Girls
comeback. A spokeswoman for Giorgio Armani said: "I can confirm
David Beckham will be appearing in the Emporio Armani SS08
underwear campaign."
