David Beckham was a key figure in London's drive to win hosting rights for the 2012 Olympics, and now the sports icon is taking on the challenge of boosting the image of China's troubled soccer industry.
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The world's most populous nation has recruited the veteran Paris Saint-Germain midfielder as a global ambassador to help promote the Chinese game both at home and abroad as it combats a serious image problem caused by recent match-fix scandals and the premature departure of two high-profile foreign imports.
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According to a statement released by Beckham's management, the Chinese Football Association was drawn to the former England captain's "credibility as one of the most admired sportsmen and iconic figures in the world as well as his outstanding sportsmanship and professionalism."