David Beckham's mum calls him up when she sees billboards of him in his underwear.

The retired soccer star - who recently launched a new swimwear range for H&M - still isn't used to seeing himself fronting brand campaigns in next to nothing and neither is his mother, Sandra.

When asked about whether he gets used to seeing himself on giant billboards, he told ShortList magazine, "I don't think so. Especially not when I've got my mum calling me up saying, 'I've just seen another huge billboard of you in London - just you, in your underwear.'"

Although at first David - who has children Brooklyn, 15, Romeo, 11, Cruz, nine, and Harper, two, with wife Victoria - was embarrassed by the prospect of allowing the world to see him half-naked, he has grown used to it, but he was left red faced in New Jersey during the Super Bowl where there were millions of posters of himself all over the city: "But it is what it is. At first I was like, 'Oh my God I'm sat there in my underwear and everyone around the world can see it.' This year at the Super Bowl it was ridiculous. I've never seen so many billboards of myself in one city. Every corner I turned, every street, I was there, so it was verging on embarrassing after a while."