Vodafone has signed a GBP2 million, two year promotional contract with Manchester United and England soccer star David Beckham. As well as appearing in Vodafone advertisements, the star is to record personalized voicemail messages for the operator’s customization service.
As well as listening to the squeaky tones of Mr Beckham’s voice, Vodafone users will be able to see his image on screensavers, logos and handset background wallpaper. The mobile operator is already Manchester United’s main sponsor.
Mr Beckham is a well-known sporting star in the UK and Europe, and at the recent World Cup in Japan he was surround by a media frenzy and an army of Japanese fans. This popularity in Japan gives Vodafone the opportunity to use Mr Beckham’s status to boost the profile of its Japanese subsidary, J-Phone.