Beckham will launch Really Bend It Like Beckham to the international media in Madrid on 1 October, three days before the UK launch, and will be in the UK for media interviews and promotions in November.
Although designed to instruct children in football skills, the DVD’s coverage of issues such as Beckham’s private life and advice on balancing his professional and family responsibilities will broaden media interest.
Women’s magazines, nationals and lifestyle media will therefore be targeted alongside men’s magazines and sports media.
‘The unique and insightful behind-the-scenes footage that is included will help make the DVD as enjoyable for non-football fans as it is an absolute must for footballers of any age who are keen to develop their skills,’ said Michelle Donovan, marketing manager at the DVD’s distributor, Fremantle Home Entertainment.
Fremantle has hired Brandnation to handle UK and international PR for the launch, including handling allotted time with Beckham, the DVD’s director and the 16 children featured.
‘It is not your traditional instructional DVD: you see many different sides of him,’ said Brandnation managing director Mary Killingworth. ‘The kids involved ask him about his private life and what inspires him.’
Access to Beckham is to include exclusive interviews, as well as events to accommodate the broad range of applicable media.
The DVD was co-produced by Beckham’s Footwork Productions and SFX Sports Group.