Dutch football coach Guus Hiddink, who led South Korea to the World Cup semi-finals in 2002, was selected on Tuesday as special ambassador for the Formula One Korean Grand Prix.
Hiddink accepted the newly created appointment during his visit to the southern city of Gwangju, the South Jeolla provincial government said.
South Korea became Asia's sixth Formula One host in 2010. But the event, held at Yeongam 320 kilometres (200 miles) south west of Seoul, failed to attract widespread popular interest and ran into trouble because of financial losses.
Hiddink, 65, who joined Russian Premier League club Anzhi Makhachkala this year, is still widely respected in South Korea and was granted citizenship for his World Cup efforts.
"I hope he will play a big role in creating a Formula One boom," Yonhap news agency quoted provincial governor Park Joon-Young as saying.
Organisers said Hiddink would help draw more foreign and domestic fans to the event, held this year from October 12-14.