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Beckham’s sponsorships tied to World Cup success
England - 09 June, 2006
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Sponsorship analysts said England captain David Beckham has the most at stake among football’s top players when he leads his team at the World Cup.
England has been rated by bookmakers as the co-second favourite, with host Germany, behind Brazil. Beckham’s appeal to sponsors may decline if England flops after he failed to win a trophy in the past three seasons with Real Madrid, said Ceri Glen, an account manager for Redmandarin Ltd.
The 31-year-old Beckham is playing in his third and possibly final World Cup, and got overtaken as the sport's top earner by Brazil’s Ronaldinho last year. He may fall further behind unless England wins the World Cup.
“If England wins, Beckham could be voted Prime Minister the next day,'' Glen said. “If they're knocked out in the first phase, forget it.”
Beckham’s endorsements, including Adidas AG sports apparel and Coty Inc. perfume, helped make him GBP 17.3 million in 2004, his company. Ronaldinho, the world player of the year, ended Beckham's three-year tenure as the richest player, according to France Football magazine's annual rich list published April 25.
“Beckham has peaked as a brand,'' Nigel Currie, director of U.K. sports marketing company brandRapport, said in a phone interview. “In terms of purely football, there are plenty of players who are overtaking him.”
England opens against Paraguay on Saturday. An unsuccessful World Cup would further dent his status, Currie said. If Beckham emulates Bobby Moore in 1966 by leading England to the world title, his appeal would “go into a new stratosphere.”
Beckham doesn't depend for his commercial allure solely on his ability to send in pin-point crosses and score from free kicks. His model looks and marriage to former Spice Girls singer, Victoria Beckham, give him an appeal that transcends sports fans, said Dominic Curran, a director of London-based Karen Earl Sponsorship.
Beckham hosted a party attended by supermodel Kate Moss, singer Robbie Williams and the Duchess of York in May.
“He has a huge following in the Far East, U.K. and even parts of the U.S. where people are more interested in Beckham, the person away from the football,” Curran said.
That helped Real Madrid lift sales of the team's merchandise by 67 percent after Beckham signed in 2003.
Ronaldinho, 26, more than tripled his earnings in the past year to EUR 23 million, 5 million more than Beckham, France Football magazine said.
Wayne Rooney has overtaken Beckham as the most sought-after England player on Yahoo! Inc.’s search engine in May as users scrambled for news about the 20-year-old striker's broken foot.
“I don't mind,” Beckham said about less attention. “I’ve been through tournaments where I've had the spotlight on me but it's not been there as much this time.”
Beckham's attraction to sponsors won't end with his soccer career, analysts said.
“Beckham has so many strings to his bow – his looks, his marriage and the showbiz aspects,” Currie said. “A lot of this will be maintained without the football.”
He’s a safer bet for sponsors than Rooney, who is less eloquent and, Glenn said, “a bit rough around the edges.”
The cover of Rolling Stone magazine in Spain this month has a picture of Rooney with his top button undone and tie askew. Rooney endorses supermarket chain Asda Group Plc, Nike Inc. and Coca-Cola Co. Ronaldinho isn't such a hit in the U.S. and U.K. as Beckham because he doesn't speak English, Glen added.
At the 1998 World Cup, Beckham was vilified in the U.K. media when England lost in the second round to Argentina following his dismissal for lashing a foot at Diego Simeone.
Four years later in Japan, he made amends by scoring the winning penalty against Argentina before England went on to lose to eventual champion Brazil in the quarterfinals.
If he plays a similar role to Moore, sponsors will probably use Beckham for the rest of his life, said Glen.
“If we actually win it, his popularity will go on forever,” Roger Hunt, a World Cup winner in 1966, said in an interview in Munich.
England has been rated by bookmakers as the co-second favourite, with host Germany, behind Brazil. Beckham’s appeal to sponsors may decline if England flops after he failed to win a trophy in the past three seasons with Real Madrid, said Ceri Glen, an account manager for Redmandarin Ltd.
The 31-year-old Beckham is playing in his third and possibly final World Cup, and got overtaken as the sport's top earner by Brazil’s Ronaldinho last year. He may fall further behind unless England wins the World Cup.
“If England wins, Beckham could be voted Prime Minister the next day,'' Glen said. “If they're knocked out in the first phase, forget it.”
Beckham’s endorsements, including Adidas AG sports apparel and Coty Inc. perfume, helped make him GBP 17.3 million in 2004, his company. Ronaldinho, the world player of the year, ended Beckham's three-year tenure as the richest player, according to France Football magazine's annual rich list published April 25.
“Beckham has peaked as a brand,'' Nigel Currie, director of U.K. sports marketing company brandRapport, said in a phone interview. “In terms of purely football, there are plenty of players who are overtaking him.”
England opens against Paraguay on Saturday. An unsuccessful World Cup would further dent his status, Currie said. If Beckham emulates Bobby Moore in 1966 by leading England to the world title, his appeal would “go into a new stratosphere.”
Beckham doesn't depend for his commercial allure solely on his ability to send in pin-point crosses and score from free kicks. His model looks and marriage to former Spice Girls singer, Victoria Beckham, give him an appeal that transcends sports fans, said Dominic Curran, a director of London-based Karen Earl Sponsorship.
Beckham hosted a party attended by supermodel Kate Moss, singer Robbie Williams and the Duchess of York in May.
“He has a huge following in the Far East, U.K. and even parts of the U.S. where people are more interested in Beckham, the person away from the football,” Curran said.
That helped Real Madrid lift sales of the team's merchandise by 67 percent after Beckham signed in 2003.
Ronaldinho, 26, more than tripled his earnings in the past year to EUR 23 million, 5 million more than Beckham, France Football magazine said.
Wayne Rooney has overtaken Beckham as the most sought-after England player on Yahoo! Inc.’s search engine in May as users scrambled for news about the 20-year-old striker's broken foot.
“I don't mind,” Beckham said about less attention. “I’ve been through tournaments where I've had the spotlight on me but it's not been there as much this time.”
Beckham's attraction to sponsors won't end with his soccer career, analysts said.
“Beckham has so many strings to his bow – his looks, his marriage and the showbiz aspects,” Currie said. “A lot of this will be maintained without the football.”
He’s a safer bet for sponsors than Rooney, who is less eloquent and, Glenn said, “a bit rough around the edges.”
The cover of Rolling Stone magazine in Spain this month has a picture of Rooney with his top button undone and tie askew. Rooney endorses supermarket chain Asda Group Plc, Nike Inc. and Coca-Cola Co. Ronaldinho isn't such a hit in the U.S. and U.K. as Beckham because he doesn't speak English, Glen added.
At the 1998 World Cup, Beckham was vilified in the U.K. media when England lost in the second round to Argentina following his dismissal for lashing a foot at Diego Simeone.
Four years later in Japan, he made amends by scoring the winning penalty against Argentina before England went on to lose to eventual champion Brazil in the quarterfinals.
If he plays a similar role to Moore, sponsors will probably use Beckham for the rest of his life, said Glen.
“If we actually win it, his popularity will go on forever,” Roger Hunt, a World Cup winner in 1966, said in an interview in Munich.
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