In 2006, Max Clifford said: ‘Brand Beckham rested on strong foundations, as long as he’s part of the England set-up. He’s the first superstar outside football; he’s a good- looking guy and there’s still no competitor to his image amongst the rest of the England team.’
He was right – and still is in 2009. Even at 33, ancient in football terms, David Beckham is still the world’s most marketable footballer and is a part of the England set up.
But are brands interested? Since his decision (if it really was his) to leave Real Madrid for Los Angeles two years ago Beckham’s brand portfolio has begun to wane. Gillette dropped him in 2007 and Pepsi has now followed suit.
But his marketing appeal extends far beyond football fans. Why else would AC Milan, where Beckham is currently on loan, want to add yet another player whose best years are behind him to their already pre-historic squad?
That Beckham finds now himself promoting Sharpie marker pens and GO3 fish fingers, rather than migrating to prestigious brands targeting an older audience, is absurd.
19 Entertainment was hired by Beckham to develop his brand globally through the transitional phase of his career - from player to ex-player. What a mess.
