Ever since Jaguar was saved from the brink of bankruptcy by the Indian giant TATA Motors and got its act together, they’ve been treating themselves with lavish, expensive marketing campaigns involving many celebrities. And it must be working for them, because they are showing no sign of slowing down.

They did the music business by hiring Lana Del Ray, and the movie industry with a trio of prominent British actors including Ben Kingsley, Mark Strong, and Tom Hiddleston. Now it’s the turn of the world of sports. And who better to represent the brand than the iconic British footballer David Beckham.

Becks is hired as the brand ambassador for China where he will market the new Jaguar F-Type Coupe. 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.

The fact that Jaguar broke out the big guns for their Chinese campaign shows the importance of this massive market in their plans. The program begins with a print campaign that will appear in magazines and on billboards across China, with a TV advertising campaign appearing later in the year. The print campaign features photographs of David and the F-Type shot by Renowned fashion photographer and filmmaker Peter Lindbergh.