Former soccer star David Beckham is taking some heat for a deal in the works to launch a new Scotch whisky brand.
According to the New York Daily News, the spirits company Diageo announced this week that it will be teaming up with Beckham as the new face of Haig Club whiskey.
However, the Metro noted that at least one charity, Alcohol Concern, is hoping that the father of four will reconsider the decision.
“It’s incredibly disappointing that David Beckham, a global icon who has wide appeal to children, has chosen to use his sports star image to promote spirits,” said deputy chief executive Emily Robinson.
Robinson went on to say that as a role model, the 38-year-old will be sending confusing messages to children who look up to him about the dangers of alcohol.
Alcohol Concern is a charity based out of Beckham’s native England. The charity’s mission is to reduce alcohol abuse and assist those suffering from alcohol addiction.
Beckham, who has several different endorsement deals with various companies, has not responded to the criticism.