Becks set to promote Jaguar in China

David Beckham is set to use his star power to promote the Jaguar brand in China.

The 38-year-old footie ace has just signed a long-term deal with Jaguar agreeing to appear in magazine, TV and billboard ads across the country.

The company is looking to up Chinese sales and compete against German rivals such as Audi, BMW and Mercedes-Benz, which already have a big lead over them in the Chinese market, CNN reported.

Audi is estimated to have sold over half a million cars in China last year, according to IHS Automotive, while Jaguar is estimated to have sold fewer than 12,000.

Bob Grace, managing director at Jaguar Land Rover China, said that Beckham is a Briton whose achievements mean he has global popularity, and he is someone who embodies contemporary British style and sophistication.