SBD/Issue 21/Sponsorships, Advertising & Marketing

Beckham May Launch Underwear Line; Ronaldo Signs With Armani

Beckham Being Replaced As Face Of
Armani Underwear Campaign By Ronaldo
MLS Galaxy MF David Beckham is "reportedly set to launch his own range of underwear," while Emporio Armani, which Beckham has an endorsement deal with, "has signed up" Real Madrid MF Cristiano Ronaldo, according to Darren Davidson of BRAND REPUBLIC. Armani said that Ronaldo "will become the official worldwide 'spokesmodel' for Emporio Armani men's underwear and Armani Jeans." Ronaldo will begin "starring in global ad campaigns from Spring/Summer 2010." Meanwhile, Davidson notes Beckham's contract with Armani is set to expire in January and if he "does launch his own range -- and it has been suggested his line of pants could be on sale late next year -- he will join his wife Victoria in the fashion business" (, 10/12).

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