He was really only there to sell merch, which he was hugely successful at.
He does seem to love a selling pitch. Just Googled all the stuff he's done advert campaigns for and he's certainly been a busy little bee: Adidas, H&M, Haig Club whisky, Tudor watches, Nespresso, SharkNinja (air fryers and other appliances), Stella Artois, AliExpress, Pepsi, Walkers crisps, BOSS, Uber Eats, Sainsbury's and Samsung.
This is a gripe I have with Peter Crouch too, advertising laundry capsules and bathroom suites. It's a blatant cash grab and it's not like they didn't earn enough as players and now need the money.