AccessMyLibrary provides FREE access to over 30 million articles from top publications available through your library.

Brand it Like Beckham.(David Beckham's sponsership deals more than double his salary)

Newsweek International

| June 30, 2003 | Brownell, Ginanne; Flynn, Emily; Takayama, Hideko; Kelly, Ronna | COPYRIGHT 2003 Newsweek, Inc. All rights reserved. Any reuse, distribution or alteration without express written permission of Newsweek is prohibited. For permission: www.newsweek.com. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Here's a test of your celebrity savvy. Who deserves top billing: the noble statesman and internationally revered icon who liberated his people or the 28-year-old millionaire sportsman with the squeaky voice and ever-changing hairstyle? That was the question keeping London newspaper editors up all night when Nelson Mandela met David Beckham last month. The Guardian made no bones about its answer: "The former president of South Africa was yesterday lucky enough to meet one of the world's most gifted footballers." They were joking. We think.

In the constellation of 21st-century celebrities, Beckham is more than an icon; he's a brand. Through his feats on the playing field and his exemplary behavior off, Beckham has become the hottest marketing machine in the sports world since Michael Jordan. The Adidas football boot he wears is the world's No. 1 seller. Since Beckham became Vodafone's international face in 2002, global sales have increased by one third. Of course, Beckham loves football--he's made that plain on the pitch--but in moneymaking terms, football is little more than a sideline.

Beckham's sponsorship deals last year more than doubled his salary, which was the highest in soccer. Interbrand, a global consultancy, says that the Beckham brand is worth 50 million pounds. (Vodafone and Pepsi each pay him 2 million pounds per year.) As long as he keeps playing football his cachet should continue to grow, says Interbrand chairman Rita Clifton. For Adidas, which in recent years paid Beckham between 2 million pounds and 4 million pounds annually, the investment is about to pay off. "Beckham's effect on sales will be worth 1 billion pounds over the next four years," says Beckham biographer Ellis Cashmore. "We are looking at a figure similar to that which Jordan pulled in for Nike."

Everyone wants a piece of Beckham. On June 18 Real Madrid made a play for the Manchester United star, coughing up a transfer payment of 25 million pounds to his British club--on top of the 4.2 million pounds a year it offered Beckham. But Real wanted the footballer as much for his face as his feet. In marketing terms, Beckham could be Real's passport to Asia, where Man U--with 17 million fans--reigns in popularity over all sports teams. According to the marketing consultants FutureBrand, Beckham could shift 5 million of those fans to Real's side.

To prove the point, Beckham was in Tokyo when the deal was announced. There, his fans call him ...

Related articles from newspapers, magazines, journals, and more
Real Madrid hits limelight with Beckham.(SPORTS)(SPORTS BIZ)
Newspaper article from: The Washington Times June 22, 2003 700+ words
...popularity is a constant. Beckham will make his Real Madrid debut later this summer...marketing deals with both Real Madrid and Beckham. Now future advertising...new endorsement deal Beckham signs while with Real Madrid will go to the club...
Sold! Beckham sent to Real Madrid.(Knight Ridder Newspapers)
Newspaper article from: Knight Ridder/Tribune News Service Jensen, Mike June 17, 2003 700+ words
...PHILADELPHIA _ The David Beckham sweepstakes appears...agreed to join Real Madrid's collection...Field on Aug. 3. Beckham's new team, Real Madrid, already has...United was ending, Beckham's favored destination became Real Madrid instead of Barcelona...
Sold! Beckham sent to Real Madrid.
Newspaper article from: The Philadelphia Inquirer (via Knight-Ridder/Tribune News Service) June 17, 2003 700+ words
...PHILADELPHIA _ The David Beckham sweepstakes appears...agreed to join Real Madrid's collection...Field on Aug. 3. Beckham's new team, Real Madrid, already has...United was ending, Beckham's favored destination became Real Madrid instead of Barcelona...
DAVID BECKHAM HAS AGREED ON A TRANSFER TO REAL MADRID, MEANING HE WON'T BE IN...
Newspaper article from: Seattle Post-Intelligencer (Seattle, WA) June 18, 2003 700+ words
...soccer star David Beckham was sold to Real Madrid yesterday by Manchester...statement said. Beckham appeared headed to Barcelona, Real Madrid's archrival...million deal. But Beckham balked at joining Barcelona. Real Madrid, nine-time winner...
Football: ALL OR NOTHING; CHAMPIONS LEAGUE: ARSENAL v REAL MADRID, HIGHBURY,...
Newspaper article from: Sunday Mirror (London, England) March 5, 2006 700+ words
...break his career at Real Madrid. Beckham describes the game...door to his return. Beckham . said: "The game...the biggest of my Real Madrid career and will either...BECK IN ANGER DAVID Beckham's move to Real Madrid was supposed to add...
Dazzling show for the crowd, which cheers Beckham's artistry.(Real Madrid,...
Newspaper article from: Chicago Tribune (Chicago, IL) Lau, Chris July 16, 2005 700+ words
...minute and with Real Madrid down by a goal...was going to be Beckham to take the kick...soccer teams can. Real Madrid added two late...visit to Chicago by Beckham and his teammates...between the white of Real Madrid, the nine-time...
Football: DREAM FOR BECKHAM; England skipper revels in first Real taste of...
Newspaper article from: Sunday Mirror (London, England) August 3, 2003 700+ words
...paul SMITH DAVID BECKHAM finally made his Real Madrid debut in the...flattering for Real Madrid. Figo was named...make room for Beckham. The Portuguese...CHINA: David Beckham makes a striking...accomplished Real Madrid debut in Beijing...
As Becks suits up for Spain, real action happens in stores.(Viewpoint)(David...
Magazine article from: Advertising Age Hatfield, Stefano July 21, 2003 700+ words
...fashion icon David Beckham as a member of Real Madrid, the storied champion...Never mind that Beckham may not command...starting position on Real Madrid's all-star team...here). This week Real Madrid and Beckham head to Asia for...
For more facts and information, see all results

Source: HighBeam Research, Brand it Like Beckham.(David Beckham's sponsership deals more than...

©2009 Gale, a part of Cengage Learning. All rights reserved.
About us | FAQs | Contact us | Privacy policy | Terms and conditions
Other Gale sites: Encyclopedia.com | HighBeam Research | Acquire Content | Books & Authors | Goliath | MovieRetriever | Smart QandA