David Beckham to Promote Chinese Soccer

Created: 2013-03-05 11:20 EST

Category: China
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International soccer superstar David Beckham has taken on a new role. He’s been asked to improve the image of China’s soccer industry—one that has been marred by match-fixing and bribery scandals.
 
International marketing firm IMG announced on Monday that Beckham’s will be China’s first global soccer ambassador. IMG entered a deal with China’s state-run CCTV last October to promote the Chinese Super League. 
 
Beckham is expected to use his star power to take on the challenging task of reviving the image of the Chinese Football Association, or CFA
 
The Paris Saint-Germain midfielder will also play in an all-star game in China later this year to help promote the game to Chinese youth.