David Beckham Case Analysis Essay Example
Written by Conor Carroll, University of Limerick
The Final Days of Brand Beckham –
Is there still life left in David Beckham brand? David Beckham is one of the world’s most celebrated footballers and he has earnings of around £12 million per year. Of that only a portion comes from his wages at soccer club Real Madrid, while the rest comes by the way of lucrative endorsement contracts. He is a marketing phenomenon, endorsing several products for millions of pounds ranging from mobile phones to soft drinks to football boots. Nothing could go wrong for the Beckham brand as he was the England captain, had a celebrity wife, a millionaire lifestyle, a fashion icon, and was perceived as a loyal, happy family man – the perfect role model. However in April 2004, the Sunday tabloid newspaper, the “News of the World” broke the story that shocked the world and became a media sensation. David Beckham the world’s most famous footballer/celebrity/family man had an alleged extra martial affair with his former personal assistant Rebecca Loos. This news sent shockwaves around the world, especially in the boardrooms of some large multinationals that had invested millions in the Beckham brand, cultivating its image into one of the most lucrative sports marketing properties in the world. Beckham as a brand has had its fair share of highs and lows. A player can one minute be idolised by a nation for scoring or vilified for missing two penalties. At a young age the footballer had a prestigious talent. Back in 1995, he entered into the public mindset, with probably one of the greatest goals seen in the English football, where he lobbed a goalkeeper from the half way line, scoring a wonder goal that will always be remembered. He cemented his position in the Manchester Untied team, scoring spectacular goals and setting up brilliant crosses for their strikers. His profile was on the rise. Having a celebrity wife, former spice girl “Posh Spice”, boosted his celebrity
The Final Days of Brand Beckham –
Is there still life left in David Beckham brand? David Beckham is one of the world’s most celebrated footballers and he has earnings of around £12 million per year. Of that only a portion comes from his wages at soccer club Real Madrid, while the rest comes by the way of lucrative endorsement contracts. He is a marketing phenomenon, endorsing several products for millions of pounds ranging from mobile phones to soft drinks to football boots. Nothing could go wrong for the Beckham brand as he was the England captain, had a celebrity wife, a millionaire lifestyle, a fashion icon, and was perceived as a loyal, happy family man – the perfect role model. However in April 2004, the Sunday tabloid newspaper, the “News of the World” broke the story that shocked the world and became a media sensation. David Beckham the world’s most famous footballer/celebrity/family man had an alleged extra martial affair with his former personal assistant Rebecca Loos. This news sent shockwaves around the world, especially in the boardrooms of some large multinationals that had invested millions in the Beckham brand, cultivating its image into one of the most lucrative sports marketing properties in the world. Beckham as a brand has had its fair share of highs and lows. A player can one minute be idolised by a nation for scoring or vilified for missing two penalties. At a young age the footballer had a prestigious talent. Back in 1995, he entered into the public mindset, with probably one of the greatest goals seen in the English football, where he lobbed a goalkeeper from the half way line, scoring a wonder goal that will always be remembered. He cemented his position in the Manchester Untied team, scoring spectacular goals and setting up brilliant crosses for their strikers. His profile was on the rise. Having a celebrity wife, former spice girl “Posh Spice”, boosted his celebrity