David Beckham will get his biggest-ever worldwide audience of two billion people after landing a multi-million pound advertising spot at the Super Bowl.
It will appear in the second-quarter break during the game between the New England Patriots and the New York Giants on Sunday.
A spokesman for NBC, which broadcasts the Super Bowl, said one sponsor paid $4m (£2.5m) for a 30-second space.
H&M had previously used online and print advertising rather than TV.
Speaking about the nine-piece bodywear collection, Beckham said: "It was something that I wanted to go into, something that I was very passionate about and also something that I created myself.
"It's very personal to me and I'm very proud of it."