Beckham’s Star Profile Fading
The news that David Beckham and Pepsi are parting ways is the latest indicator of just how suddenly the bright glow of celebrity appeal can take on a tired patina.
It was only two years ago that Beckham struck a deal with the Los Angeles Galaxy for a potential $250 million over five years that immediately made him the media darling of Major League Soccer. It’s no coincidence that his second lackluster season with the Galaxy preceded the split with Pepsi, although representatives for the soccer star and Pepsi have characterized the marketing divorce as a mutual move.
Beckham’s deal with Gillette ended shortly after that, due to issues over control of his image or the company’s perception that his move to the U.S. made him less marketable among soccer fans in Europe and Asia. That deal had earned Beckham a reported $10 million over three years, and Gillette apparently decided that a fourth $5 million option year was a bit too pricey under the circumstances.
Beckham’s current deal with Motorola, which has used him to promoted its RAZR2 handset in Asia, expires in June. The company isn’t commenting on plans to renew the pact, but the end of Beckham’s Pepsi run could be the handwriting on the wall.
The striker’s recent move to play on loan in Milan for three months could be more than a conditioning tactic to keep his legs fresh for international matches with England. It also could be a means of keep his international image fresh.
Along with Motorola, Beckham still has a deal in place with Adidas. And there’s always the chance that he could bounce back and be a big player in the MLS. But whether he can still command the big marketing bucks remains to be seen.
