Banking on Beckham

My very first Fact File column focused on David Beckham coming to the US and joining Major League Soccer’s Los Angeles Galaxy, and the...

My very first Fact File column focused on David Beckham coming to the US and joining Major League Soccer’s Los Angeles Galaxy, and the potential marketing opportunities this would bring about. Now that he’s officially here and playing, it’s been reported that merchandise sales have gone up 700% for the team and 300% league-wide.

Marketers have been making big endorsement deals now that the spotlight is on Beckham.

Recently, at a Los Angeles Galaxy vs. Red Bulls game, Herbalife and AEG, Los Angeles signed a multimillion dollar dea,l which resulted in the company’s logo appearing on the front of all the Galaxy jerseys—notably Beckham’s.

Additionally, $90 Galaxy shirts were selling like hot cakes at the game and Beckham-jersey clad fans dominated the stadium.
“We had about 900 million media impressions in a two-week period around when Beckham and the new team jerseys were first introduced in mid-July. We heard adidas has produced 600,000 jerseys. That’s a lot of Herbalife billboards walking around. Most importantly, all of this attention is energizing our distributors around the world. Now people are coming up to them and asking, ‘What’s Herbalife?’” said Greg Probert, president and COO at Herbalife, Los Angeles, which sells personal care and nutritional products.

Other marketing deals with Pepsi, adidas, and Motorola will soon be rolling out. In addition, “Intimately Beckham,” a new cologne from International Flavors and Fragrances will hit department stores nationwide next month. It looks like the Beckham buzz will stick around for a while.

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