Mend it like Beckham: but what will soccer superstar actually do for Chinese football?
Football is broken on the mainland with the standard of play poor and corruption rife. The authorities are now hoping the former England captain can help them repair the damage but cynics say his role as a paid 'ambassador' is more hype than substance
He has formed attacking partnerships with some of the greatest players to ever grace a soccer field throughout his illustrious career. Now veteran star David Beckham has raised millions of Chinese eyebrows and a few wan smiles by lining up alongside the Beijing government to overhaul China's wretched soccer scene - but what exactly is he going to do and what is it hoped he will achieve?
His "history-making" role is to spearhead an image makeover that would make his wife, Victoria, proud.
He is to travel three times to China during the course of the recently started Chinese Super League in its 10th anniversary year.
Starting with a week-long visit at the end of this month, he will attend matches and visit clubs to help promote the game to children. For an end-of-season finale, he will captain a foreign XI to play a domestic team in November.
Most importantly for the mainland government, he will talk up the Chinese game on the international stage and try to convince the world - as well as the long suffering Chinese football fans - that the sport is on the mend and preparing to break into the big time.