There are many celebrated soccer players being shown in the homes of the American TV audience this summer during the World Cup, but “none, it seems, are more famous in the United States than” former player and Inter Miami co-owner David Beckham, according to Wallace & Morgan of the London TELEGRAPH. Beckham may be featured in “as many as three separate commercial spots during half-time or one of the two hydration breaks” when Fox goes to an advertisement break. Beckham has been seen in spots for Home Depot, McDonald’s, Stella Artois, Verizon, Adidas, Bank of America, Pepsi and Lay’s. There is “not another former player who gets close to that exposure.” It is a “testament to the deep roots Beckham has laid” in the U.S., from his 2007 arrival as a player with the Galaxy to “besuited franchise owner, to a man with his own Hollywood Boulevard star.” Wallace & Morgan wrote for the “conservative” U.S. ad industry, which still “spends eye-watering sums on traditional premium television spots, he is the safe bet to deliver the message.” Beckham has never been a pundit or an official “FIFA Legend” and has no formal deal with the governing body. A senior FIFA figure confirmed that the governing body has “no contact with Beckham, despite his ubiquity in the US.” After FIFA, and the “big two” -- Portugal F Cristiano Ronaldo and Argentina F Lionel Messi -- Beckham is “arguably the biggest football brand at this World Cup” (London TELEGRAPH, 6/21). In Manchester, Abbie Meehan noted that Beckham’s ad appearances are “expected to net him millions.” Market analysts have estimated that he will pocket £19M (US$25.2M) for his World Cup endorsements (MANCHESTER EVENING NEWS, 6/21).
OUTWORKING THEM: BBC.com’s Sam Harris wrote Adidas appears to “have made the stronger early impression” in N.Y. In Soho, the “contrast between the two sportswear giants is striking.” Adidas and Nike’s flagship stores sit opposite each other, but “only one feels fully immersed in the tournament.” Adidas has “covered its store in World Cup branding,” while Nike’s focus remains on the Knicks following their recent NBA title success. That difference “does extend beyond both stores.” Around Manhattan, Adidas branding “has been hard to miss.” It is “only an early snapshot but in Nike’s home country, Adidas currently looks ahead in the race for attention” (BBC.com, 6/19).
