International soccer star David Beckham featured on a 70-foot billboard in the heart of Times Square holding the revolutionary new M3Power razor for men. The billboard was one of Times Square's largest. (Jul 2004) (Feature Photo Service)

London, Sep 22: Gillette is likely to axe former England football captain, David Beckham, as the world face of the shaving brand.

Beckham’s multi-million pound contract is up for renewal next year and he is most likely to be replaced with 25 year old Chelsea and England star, Ashley Cole.

According to the Daily Mail, the 31 year old’s role with Gillette is likely to be reduced to promoting the shaving product in 'local markets', such as Spain and Britain.

Beckham has been the face of Gillette since 2004, when he signed a 40 million pound three-year deal, but after a disappointing World Cup campaign, he was dropped from the team and marketing experts believe his days as a global superstar are numbered.

However, things don’t seem that bad for Beckham either. He still has a $14 million (7.5 million pound) contract with Motorola, a two million pound contract Pepsi and an $152 million (80 million pound) life-time deal with Adidas.

Meanwhile, a Gillette spokesperson said: "Gillette has a great working partnership with David and he remains the global face of Gillette as well as an international sports and style icon". (ANI)