Tuesday, August 07, 2007
Brand Beckham Brings in Big Bucks
byAs a connoisseur of celebrity gossip, I’m always aware of what’s going on in Hollywood. And as an intern at Sundog this summer, I’m learning that I also need to be aware of what’s happening in the world of advertising. 
So obviously I was excited about the opportunity to blog about something-or someone, in this case-who has been busy lately making a big splash on both fronts—David Beckham.
In case you haven’t heard, the very handsome British soccer star arrived in the United States on July 12th with his wife Victoria (a former Spice girl) and their three young sons. His highly anticipated move across the pond is complete, and now that he is finally settling in (Tom Cruise and Katie Holmes threw the family a “Welcome to America” bash a couple weeks ago), everyone wants to know if “Brand Beckham” will be a hit in the states. I’m thinking yes. Allow me to explain.
For starters, Beckham is a one-man marketing show. He’s already had a huge impact on Major Leaugue Soccer, and his influence will only continue to grow. Beckham’s debut with the L.A. Galaxy on July 21st drew the most ESPN televisions viewers ever for an MLS game, and was the most watched event that night by men in the US… and he played only 16 minutes. But a ratings boost is only the beginning of Beckham’s impact on the sport. According to a CNN article, 51.9% of Americans know who he is—twice the amount of people who could name NBA star Tim Duncan, who has been an American sports idol for ten years. Beckham is already using his recognizable image to market US soccer not only to Americans, but to the world. Ticket sales seem to speak for themselves—they’ve already more than covered Beckham’s reported 2007 salary of $5.5 million.
Beckham isn’t just selling soccer though. He’s also selling things like shoes, milk, candy bars, and cologne. Aside from the free advertising he does for MLS and American soccer in general, Beckham has endorsement deals with Adidas, Got Milk, Pepsi, and Snickers, just to name a few. Oh and those deals are worth a combined $43.1 million. No big deal, right? He even has his own fragrance, called, of course, David Beckham.
Here are just a few of the things people have to say about “The David Beckham Brand,” per a Marketing Case Studies story from a while ago:
“He’s a sponsor’s dream: a fashion icon, associated with success, a family man. Because of Beckham, football is no longer just about football, but about character and personality.” --Michael Sterling, a sports analyst at Field Fisher Waterhouse, London
“Right now he is one of the more important players in the world in terms of marketing...Beckham is an icon.” --Emilio Butragueno, an official at Real Madrid
“The brand is exceptional and the potential is enormous. No other sportsman or woman has the brand placing or personality of Beckham.” --John Williamson, director, Wolff Olins
Tickets, jerseys, sodas, shoes, candy bars— you name it. Clearly, David Beckham has the power to move product—and the media coverage to become a legend. He’s a marketing phenomenon worth keeping an eye on, which shouldn’t be too hard, especially for American women.
