Search results matching tag 'Beckham'

Beckham: From Captain Courageous to Captain Birdseye

1715701 — Mon, 05 Jan 2009 11:17:00 GMT

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.

Haka-ed off with the All Blacks (the New Zealand All Blacks that is)

1715701 — Mon, 27 Oct 2008 15:52:00 GMT

The New Zealand All Blacks are threatening to sue Launceston RFC, after the National League Division 2 minnows tried to trademark the name, ‘Cornish All Blacks’.

Paul Dalton, the NZRFU's commercial director, is quoted as saying. ‘In the professional era, the name ‘All Blacks’ is a highly recognisable, and commercially valuable, brand, with the NZRFU relying heavily on it for its revenue which, in turn, is vital to sustaining rugby at all levels in New Zealand.’

Once upon a time the All Blacks were revered in this country and adopted as a second team for many followers of the 15-man code. But over the years the good will has all but evaporated and this ridiculous non-sense does them no favours.

Apparently the Cornish All Blacks have used the moniker since 1948 and the episode reminds me of the equally ludicrous attempts by Victoria Beckham to sue Peterborough United FC for selling merchandise carrying their nickname ‘The Posh’.

Launceston RFC president Tony Randel summed up my feelings on this matter perfectly when he said, ‘We were dismayed but unfortunately not surprised when the New Zealand RFU objected to this move.’

Beckham: More than just a clothes horse

1715701 — Thu, 23 Oct 2008 15:58:00 GMT

So David Beckham will be worth £10m to AC Milan on his loan spell in January, according to Professor Simon Chadwick of Coventry University.

This seems a massive overstatement for such a short deal, the fact that AC Milan are not in the Champions League, there is no major international tournament this summer and given Beckham’s advancing years – and that Serie A is now a million miles from being a top European league. Furthermore, I’m sure Beckham will be reimbursed handsomely for his Italian adventure.

But while there is little doubt that Beckham has over the years added huge commercial value to any club, it is a pity that this is all the press seems to focus on.

The way people go on about it you’d have thought he did nothing more than set up a stall outside the ground to flog gear to willing punters.

Beckham has always given his all for club and country – often in the face of huge criticism – and I’m sure that will continue when he turns out for the Rossoneri in the New Year.

Are Chelsea counting their chickens?

1715701 — Thu, 28 Aug 2008 14:04:00 GMT

Player shirt sales are an incredibly important source of revenue for football clubs - so much so that it has been argued Real Madrid only bought David Beckham for his commercial value. The England footballer accounted for around half of the club's shirt sales during his time there.

But before you start flogging shirts at over £50 a pop to fans, it's best to make sure you've actually got the player among your ranks... A few years back a few silly sods bought themselves Manchester United shirts with the name Ronaldinho on the back - only for the Brazilian superstar to head for Barcelona.

This summer Chelsea FC have endlessly pursued Real Madrid forward Robinho with the two clubs trading claims and counter-claims regarding the player's future. However, if Chelsea's very own online megastore is to believed, is a done deal... (click the link and scroll down)

http://www.chelseamegastore.com/stores/chelsea/products/product_search.aspx?search

Let's just hope they're right...