(March 9, 2014) David Beckham has joined Jaguar as a brand ambassador and will support significant forthcoming Jaguar product launches in China. British sporting icon Beckham will feature in above-the-line marketing campaigns for the brand in one of its most significant 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.”

As part of a long-term partnership, former international footballer Beckham will star in a series of print ads and TV commercials exclusively in China.

David’s role will initially see him feature alongside the new Jaguar F-TYPE Coupé, a sports car that is already regarded as a modern classic and one that is the perfect expression of Jaguar’s vision of modern British style and elegance. His role will develop and will see him feature in many Jaguar brand and product communication campaigns in the coming years, including those for the Jaguar XJ, the company’s award winning large luxury saloon.

On the start of this new partnership, David commented: “I’ve always been an admirer of Jaguar — from the styling and design to the feel and roar of the engine, every element feels uniquely British. I love the classic E-Type of the 60s and today this legacy is alive in the phenomenal F-TYPE Coupé, a car that epitomizes British craftsmanship. It’s an honor to support a brand with such an amazing heritage and I look forward to being part of Jaguar’s exciting future in China.”

The print creative material to be used in this ambitious new marketing campaign is revealed exclusively today. Renowned fashion photographer and filmmaker Peter Lindbergh was commissioned by Jaguar to produce exclusive campaign imagery. Peter has worked closely with David Beckham in the past and their involvement in the Jaguar campaign will see the two figures continue their collaborative relationship. Recognized for the distinctive cinematic quality of his work, Peter has also shot iconic images of some of the world’s most famous cultural icons.

The new F-TYPE Coupé will be a prominent feature of the first phase of the campaign. Other Jaguar models, including XF and XJ saloons will also feature in the Beckham campaign to present the full brand line-up to the Chinese consumer.

The print campaign will appear in magazines and on billboards across China, with a TV advertising campaign appearing later in the year.