Former Juventus and Lazio midfielder Pavel Nedved has succeeded David Beckham as ambassador for the Chinese Super League.
Ex-England international Beckham landed the role in 2013 and will be replaced by 2003 Ballon d'Or winner Nedved.
A number of high-profile players, including Jackson Martinez, Gervinho and Ramires, have recently headed for the Chinese Super League, as the division looks to grow in stature.
Nedved told reporters as Chinese President Xi Jinping visited the Czech capital of Prague: "Before me it was David Beckham so it's a great honour for me and for the entire Czech Republic."
The league said in a statement: "Nedved is known for his outstanding football skills and more importantly his never-say-die spirit. His fighting spirit fits well in what the Chinese Super League calls for."