NEW YORK, Nov 19 (Reuters) - Former England soccer

captain David Beckham signed a multi-year partnership with Bank

of America ( BAC ) to promote global sports programs ahead of

the 2026 FIFA World Cup in North America, he and the bank said

about the deal, which was first reported by Reuters.

The British champion, who co-owns Major League Soccer team Inter

Miami, boosted soccer's popularity in the U.S. during his

playing career and later as an owner by bringing Argentine great

Lionel Messi to Miami in 2023. Beckham expects the World Cup to

stoke more soccer interest in the U.S., where viewership has

lagged other sports.

"It is the biggest sporting competition in the world,"

Beckham told Reuters. "I've seen a huge uplift in the support

for the game ... we know that there's a huge market there, it's

kind of a sleeping giant."

WORLD CUP EXPANDS BANK'S BRANDING

The World Cup begins in June and is sponsored by BofA. The

deals with FIFA and Beckham fit with the second-largest U.S.

bank's investment in global sports events and programs as a way

to burnish its brand, market services and engage with local

communities, said David Tyrie, its president of global marketing

and digital.

"It'll be an access point for clients and prospects across

the board, but what this really does for us is it opens Bank of

America's ( BAC ) branding to go far beyond traditional financial

categories, and hopefully create emotional connections that are

going to drive loyalty."

The parties did not disclose financial details about the

partnership.

Beckham cited the rising number of MLS soccer teams,

stadiums and training academies, combined with the rising number

of Premier League fans, as evidence that the sport was gaining

ground in the U.S.

"The majority of owners within the MLS see that opportunity

(from the World Cup) ... to then push on to the next level and

to achieve even more, and make this game more popular in their

country," said Beckham, who was knighted by King Charles this

month.