David Beckham signs $40m deal to advertise Giorgio Armani underwear

Soccer hero David Beckham has reportedly signed a $40 million deal with designer fashion label Giorgio Armani, to advertise their range of underwear, a deal that will see Beckham appear on billboards and magazine adverts from early next year.

According to reports, Beckham began shooting the Emporio Armani campaign with photographers Mert Alas and Marcus Piggott in LA last Friday.

It is also thought David's relationship with 73-year-old Giorgio  was "instrumental" in securing the multi-million dollar deal.

A source close to the designer said: "The personal relationship was definitely instrumental in this deal. David and Giorgio get on very well so it was very much Giorgio's personal choice. But Armani also see this as a sound business decision - few individuals have a truly global reach that can match David's."

David will reportedly receive an annual fee as well as royalties for his role as the new face of the label.

David also fronts campaigns for Adidas, Pepsi, Motorola and Coty fragrances.

A spokesperson for Armani said: "I can confirm David Beckham will be appearing in the Emporio Armani SS08 underwear campaign."