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Motorola seeks to bend it with Beckham, inks 3-year pact with footballer

15-June-2006
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Motorola seeks to bend it with Beckham, inks 3-year pact with footballer

Motorola has announced a three-year agreement with David Beckham, who is now Motorola’s global brand ambassador. The three-year collaboration with Beckham will commence with major activities across Asia, including advertising and extensive retail promotions rolled out across the network of Motorola stores and distributors.

Beckham will be also supporting important Motorola initiatives, including the newly launched (MOTO)RED mobile phone created to help eliminate AIDS in Africa. Beckham will signal his public support for this campaign, in addition to his ongoing UNICEF activities, to encourage his numerous fans to make a difference and help combat the disease.

Jeremy Dale, VP, Retail Marketing, Motorola Mobile Devices, said, “We’re very excited about this collaboration. David Beckham is a global icon and we look forward to working with him across a range of our projects. In particular, we’re delighted that he will be using his immense popularity to help promote (MOTO)RED.”

The deal also allows Motorola to embed exclusive Beckham content – such as screen savers and video clips of the star in action – in Motorola handsets.

Beckham will commence his role of brand ambassador with immediate effect and will be seen carrying Motorola products during the ongoing FIFA World Cup in Germany.

According to a Motorola statement on their website, (MOTO)RED’s primary objective is to engage the private sector in raising awareness and funds for the Global Fund to help fight AIDS in Africa. Companies whose products take on the (RED) mark contribute a percentage of the sales from that product to the Global Fund to finance AIDS programmes in Africa, with an emphasis on the health of women and children. Current partners include American Express, Armani, Converse, Gap and Motorola.

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