Brand Beckham: no place for a bargain

Ka-ching: Brand Beckham’s stock is set to soar even after the superstar’s retirement. (Getty Images)

What if David Beckham was just another footballer; someone in the mould of a Paul Scholes or a Jamie Carragher? The simple fact of that matter is that he isn’t. And aren’t we glad! He may be a family man like Scholes and a dedicated professional like Carragher, but Beckham is a brand in himself.

Listed as the world’s richest footballer in 2013, Beckham made a whopping $44.1m of his $50.6m income only in endorsements, topping the Forbes’ rich list; that after he donated his $4.66m Paris Saint-Germain salary to charity.

Beckham may have retired, but his multi-million dollar endorsement estate will continue to grow and he will continue to be the highest paid athlete in the sport, edging out Cristiano Ronaldo and Lionel Messi.

As early as 2003, Beckham had lucrative deals with Adidas, Armani, Brylcreem, Marks & Spencer, Pepsi (who can forget that ad with the sumo wrestlers) and Vodafone, which have probably multiplied ten-fold in the last decade.

Currently, he fronts campaigns for the likes of H&M and Adidas, and the former Manchester United star has a $31m role as an ambassador for Sky lined up. In addition to that, he recently signed a $78m deal to be an ambassador for the Chinese super league.

But Brand Beckham isn’t all just David. His marriage with former Spice Girl Victoria Adams in 1999 is what set this ball rolling. The careers of the pop star and global footballing icon intertwined – a match made in marketing heaven.

In his wife, Beckham found a campaign advisor like no other. In truth, she deserves most of the credit for creating such a hullabaloo. Victoria also runs a fashion house, and their combined wealth is estimated to be a little over $450m.

Raking in the moolah: Victoria Beckham has been Brand Beckham’s main campaign advisor and their combined wealth is estimated to be a little over $450m. (Getty Images)

It’s quite simple: Beckham sells and will continue to do so. His post-retirement career is set to be even more lucrative than the effortless bending of the ball into the back of the net. And it can be classified into three distinctive categories: ambassadorial work, endorsement deals, and club ownership.

The Football Association has already opened the door for Beckham to take on an ambassadorial role – similar to the one when he helped bring the Olympics to London in 2012. Beckham has also been a long-time charitable ambassador for UNICEF.

While Beckham and his wife continue to build a fashion dynasty of their own, the endorsements, now that he’s hung up his boots, are only going to get bigger and better. Not to forget the media deals, where he will work with Sky television.

The five-year $32.5m deal that took Beckham from Real Madrid to Los Angeles Galaxy, and the land of the most profitable advertising market in 2007, included a deal to buy a franchise at a subsidised price. Beckham is reported to be in talks with the Major League Soccer officials to fully exploit that deal.

But the looming question for such a massive endorsement empire is whether ‘Golden Balls’ will be able to sustain it.

For that he should take a leaf out of Michael Jordan’s book, who retired for the third time in 2003. ‘Air Jordan’, the brand established by the Nike in the name of the basketball legend, is still one of the most popular brands in North America. It is also a significant player in the shoe business, as it makes up for more than 60 percent in the American market. That’s besides the Hanes and Gatorade endorsements that Jordan is still a part of.

However, herein lays the difference. While Beckham may have not been the most gifted footballer from the famed class of ’92, what he did possess was perseverance and dedication. And when it comes to post-retirement riches, he has so much charm and charisma that he doesn’t even have to try. So much so, that one film even had the audacity to borrow his name that gave birth to a popular catchphrase.

He has the allure of the fans, as was evident when the world went Mohawk crazy. He has the appeal that most women see in a man, courtesy the famous Armani underwear ad. And to wrap it all off into one efficient package: he has the personality.

And that’s the brand right there. Sadly, there is no room for a bargain.