David Beckham will front an ad campaign in Australia for Yahoo! as part of the search company's global World Cup marketing activity.

The ads will promote the former England captain's partnership with Yahoo! that will see him head up a dedicated channel within Yahoo! Sport's World Cup coverage.

Beckham will share his experiences of playing in three World Cups through the channel and participate in discussions with fans through Yahoo! Answers, Y!Mail and Y!Messenger.

The Beckham content, which also includes videos and a blog, will go live on Yahoo!7 later this week, backed by a TV promo that will run around Channel Seven's news coverage.

Yahoo! is also planning digital activity in Australia to support the Beckham tie-up, which it is in the process of planning.

Beckham said: “Yahoo will allow me to interact one on one with as many football fans as possible talking about the game I love.”  

Yahoo! said the aim of the campaign is to drive more people to use its search service which was relaunced last year to integrate social media applications and sites such as Twitter and Facebook, enabling users to access all of their online sites at one Yahoo! destination.