The two year world-wide image rights deal with football's best-known number 7, ensures direct association around the globe between him and the world's largest mobile community. It also allows Vodafone to use him in advertisements and generate unique content for his army of fans. Initially, this is likely to consist of screen savers, mobile games and voicemail messages.

Beckham, who captured the world's imagination during the World Cup in Japan and South Korea, is seen not only as a top sportsman, but also as a style icon - appealing to both football fans and fashion followers.

"We're delighted to have David Beckham as part of our team," says Peter Harris, Vodafone' s Director of Sponsorship & Media. "He has the rare ability to appeal to such a wide range of people that he is the ideal person to promote our services globally."

"He is the most recognised sportsperson in Asia, ahead of even Tiger Woods and Michael Jordan. You only had to see coverage of the World Cup to realise how highly regarded he is."

Beckham is equally happy to be working with Vodafone. "It's great to be working with Vodafone on a personal level, " he says. "I'm really looking forward to being involved in developing the unique Vodafone range of services."

Vodafone currently sponsors Manchester United and is in the third season of a four year, £30 million deal. As well as having the name on the shirt, Vodafone has collaborated with United to bring Reds fans a number of services, which have included text alerts on goals direct to customers' mobile phones.

The individual deal between Vodafone and David was possible as a result of his image rights reverting back from the club to David.