David Beckham has landed a £20 million advertising deal to become the face of Giorgio Armani’s new underwear range.

The three-year Emporio SS08 campaign will see the LA Galaxy footballer front a series of billboard and magazine adverts, kicking off at the beginning of next year.

Although it is Beckham’s first clothing deal, the 32-year-old can now add Armani to current contracts with Adidas, Pepsi ad Motorola.

A source close to the deal said the footballer and his Spice Girl wife Victoria had become good friends with the designer since their move to LA.

‘The personal relationship was definitely instrumental in this deal,’ the source said.

‘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.’