Motorola has signed David Beckham to be its global brand ambassador a year after Vodafone terminated its contract with the England star.
Under the three-year deal, which has been struck by Simon Fuller's 19 Entertainment, Beckham will front a marketing push in Asia including an ad campaign and retail promotions.
Beckham had previously been the face of Vodafone's 3G portal Vodafone Live! for three years.
The England footballer will also support Motorola's tie-up with U2 frontman Bono's Product Red campaign to combat Aids in Africa.
Beckham will support the campaign, which has seen the development of a Red-branded mobile phone where part of the proceeds from the sale of each handset and consumers' monthly mobile bills goes to a fund.
The deal also includes the ability to use exclusive Beckham content - such as screensavers and video clips of the star in action - in Motorola handsets.
London agency Mother handles the advertising business for Motorola's Red campaign. Abbott Mead Vickers BBDO looks after the core Motorola advertising business.
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