-By Barry Janoff

David Beckham and three other stars from Major League Soccer will be featured in a campaign for Panasonic and retailer Best Buy that breaks this weekend.

The effort will be entirely in Spanish as it aims to drive Hispanic consumers who are fans of soccer, and the MLS in particular, to Best Buy locations. Creative, via La Comunidad, Miami, Best Buy's lead Hispanic agency, also stars Cuauhtemoc Blanco (Chicago Fire), Davino (FC Dallas) and Juan Pablo Angel (New York Red Bulls). Beckham plays for the Los Angeles Galaxy.

The campaign will be anchored by outdoor in cities with large Hispanic populations, including Los Angeles, Chicago and Houston, and POP in more than 400 Best Buy locations whose clientele skews Hispanic. Support will include Internet and local media buys. Spend for the campaign, which will run through Oct. 4, was not disclosed.

Panasonic is a marketing partner of MLS. Best Buy's logo is on the jersey of Chicago Fire players, and the company also has a marketing deal with Blanco. Panasonic granted Best Buy the rights to use the MLS logo and the images of the four players, according to MLS.

Creative offers: "Panasonic Viera HDTV. El Futbol llega al alma pero entra por los ojos," which translates to: "Soccer reaches the soul but enters through the eyes."

Although not of Hispanic descent, Beckham "is an international star who crosses ethnic lines," said David Wright, vp-partnership marketing at MLS/Soccer United Marketing, New York. "And, of course, Blanco, Davino and Angel are major stars in the Hispanic community."

Wright said the effort is part of a trend that has seen "significant increase in activation from all of MLS' marketing partners."