British soccer player David Beckham signed an approximately $41 million deal to become the new face of the Emporio Armani underwear campaign, according to Women’s Wear Daily.

"David has a long-standing friendship with Giorgio Armani and he was excited at the chance of linking up with [him] on a permanent basis," an industry source was quoted by People as saying. "Not only does he get a set fee but he shares in future royalties."

Beckham, who is no stranger to modeling thanks to his deals with Police sunglasses and his Intimately Beckham fragrance, will appear on billboards and magazine adverts from early next year. The superstar reportedly shot the Armani underwear ad campaign in Los Angeles late last week with fashion photographers Mert Alas and Marcus Piggott.

The multi-million deal marks the 32-year-old’s first ever major clothing contract, which was signed for the next three years. He will receive an annual fee as well as royalties for his role as the new global ambassador of the label.

Since the Beckham family relocated to Los Angeles due to David’s position with the Galaxy football team, Giorgio Armani has dined on several occasions with the sports star and his wife Victoria when he's in town.

"The personal relationship was definitely instrumental to 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 the truly global reach that David can have," a source was quoted by Hellomagazine.com as saying.

The move is also a giant step for Armani who has been moving his global brand at lightening speed of late, including the opening of a mega store in Tokyo, plus a visit Down Under just last week.