Yahoo! signs David Beckham as global ambassador

Yahoo! has signed up David Beckham as its first global sports ambassador, as it looks to gain momentum in its marketing tussle with Google.

David Beckham: signed up by Yahoo!
David Beckham: signed up by Yahoo!

Chief executive Carol Bartz was criticised following the launch of Yahoo!'s $100m revamp campaign, ‘It's you!', last September.

Bartz said Yahoo! was creating a positioning based on the concept ‘the internet of one', but conceded the campaign, created by Ogilvy, had not performed as well as expected.

In a bid to make Yahoo! a one-stop-shop for exclusive sports content during and after the FIFA World Cup, the site has enlisted the former England captain.

Beckham will front the second phase of ‘It's you', created by Goodby Silverstein & Partners and spanning print, outdoor and social media activity. He will also interact with the public through the Yahoo! Answers service.

Yahoo! UK marketing manager Andrew Cocker said: "Ultimately, we want to get the brand back to being central to people's lives. Using Beckham will allow us to be part of people's passions."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Why Cosabella replaced its agency with AI and will never go back to humans

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published