A somewhat obscure cryptocurrency known as DigitalBits has landed a big-name global ambassador: British soccer legend David Beckham.

A 2017 fork of Stellar Lumens, DigitalBits describes itself as the “Blockchain for Brands” and is focused on supporting branded currencies, as well as NFTs and stablecoins. It’s currently listed as the No. 136 crypto on Coinmarketcap, with a market capitalisation of US$472 million.

Beckham was attracted to the platform because of his interest in disruptive, inclusive technology, according to the announcement.

The plans to launch a series of NFTs and other digital assets on the DigitalBits blockchain,

“I am always keen to find new ways to connect with my fans across the world. The moment I spoke with Al (Burgio, the founder) and the DigitalBits team, I knew that this was a major opportunity to create new experiences for my fans online,” Beckham said in the announcement.

“I have always taken pride in working with the best teams and I am so excited to work on my NFT collections and more innovations in the future.”

The president and co-owner of US Major League Soccer team Inter Miami CF, Beckham has worked with global brands including Adidas, Maserati, Tudor, Sands, Diageo and EA. He’s also a co-owner of gaming guild Guild Esports, which in January signed a major sponsorship deal with Bitstamp.

With a combined social media following of more than 138 million, Beckham brings a lot to the partnership. His annual impressions surpass 9 billion, and he’s the most followed and engaged individual on social media in the UK.

“I am delighted to welcome David Beckham as a DigitalBits Global Brand Ambassador,” said Burgio. “I’m looking forward to working with Beckham to bring the transformative power of blockchain technology to mainstream audiences and help people around the world understand the true potential.”

Around lunchtime (Sydney time), DigitalBits tokens were down 15.3 per cent to US54c, after having surged as high as 64c earlier in the week.