David Beckham has a new role for the CCTV Chinese Language sports channel. Beckham, named a World Cup Ambassador for the station during a visit to the new CCTV building on Monday.

Beckham, welcomed by the director of the Sports Channel Jiang Heping. A special ceremony was held in the afternoon when Beckham received the letter of appointment from Jiang and was officially appointed as the ambassador for CCTV-5 during the 2014 FIFA World Cup.

Beckham says he looks forward to sharing with the Chinese audience his unique perspective.