Diary: Beckham sweetens his souring image with a piquant pinch of Spice PR

Since the Outside Organisation was appointed to handle PR for Manchester United football star David Beckham his image has taken a dramatic turn.

Since the Outside Organisation was appointed to handle PR for

Manchester United football star David Beckham his image has taken a

dramatic turn.



The agency, which also looks after the footballer’s fiancee, Spice Girl

Victoria Adams, was appointed by Beckham’s sponsor Adidas at the end of

last month.



Outside had already handled so many enquiries about Beckham on Adams’

behalf that it was decided they should represent him in his own

right.



Although highly marketable, Beckham has been booed on the football field

by rival supporters ever since his sending off against Argentina in the

World Cup, and is regarded more for his crosses than his intellect.



But in the last two weeks, the agency has marketed Beckham as a model of

’millennium man’. He has been pictured sporting a new haircut, in the

form of a 1950s-style quiff, and the by now familiar designer clothing

in various newspapers, including the Sunday Times, the Express and the

Daily Mail.



An Outside Organisation spokesperson explained that it was felt Beckham

needed an image boost. ’There was a general concern that he was

perceived as arrogant,’ she says. ’The shoot was really put on to give

journalists a chance to speak to him.’



Beckham and Adams are two of the most marketed and over-exposed UK stars

of the late-1990s. Will new-born baby Brooklyn follow in their

footsteps?



According to Outside, he won’t. ’He is their pride and joy and there are

no deals currently planned,’ says Outside’s mouthpiece.



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