The Englishman was seen at the stadium only once: in Los Angeles, for the first US match, sitting in the stands next to Tom Cruise. In the USA he has long since stopped being just a footballer: he has become an entrepreneur, a brand, a star
There is FIFA. There are Leo Messi and Cristiano Ronaldo. And then there’s David Beckham. Just watch the World Cup on US TV to understand that the new baronet is a huge football brand in the country. And to do this he doesn’t need to be a commentator on TV, like Zlatan Ibrahimovic, or to be associated with the government of world football like many other legends who enjoyed crowds during the matches of this tournament. Beckham was seen at the stadium only once: in Los Angeles, for the first US match, sitting in the stands next to Tom Cruise, not Gianni Infantino. This is enough to make it clear that the 51-year-old, who recently inaugurated his personal star on the Hollywood Walk of Fame, is in a parallel category to the rest of the World Cup.
brands
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Beckham has long been a recognizable face in US show business, not just football. During the World Cup, during half-time you may see several commercials starring what remains one of the most recognizable English players of the 21st century. There is the one in which David visits a well-known DIY shop to build a garden worthy of the World Cup with his friends. In another he is seen buying a hamburger from the fast food chain that has become a symbol of globalization to discover a glass with his image, together with other football legends. In another he is at the bar watching the match surrounded by fans, with his Belgian beer which, unlike the others, does not spill when he celebrates. He is the spokesperson for a bank, for a famous brand of crisps, for a telephone company. And there is also his vintage version, recreated with AI from his iconic look with the mohawk from 2002, part of an advertisement for his historic technical sponsor which has Jude Bellingham and Hollywood star Timothée Chalamet as its modern protagonists. This World Cup is certainly not the first time Beckham has conquered the US screen: he has also been seen several times at the Super Bowl, the last act of NFL football which becomes the most watched event on US TV. In February Beckham was the protagonist, among other things, of a hilarious advertisement in which he discovered he had a secret brother, played by Matt Damon.
iconic
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All this exposure on TV gives you an idea of how iconic Beckham is in the USA. According to a media expert, the new baronet is liked because he “conveys a positive and self-deprecating image, like Shaquille O’Neal for basketball.” He also tells how David, who according to Forbes has an estimated wealth of 1.4 billion euros, has been able to exploit his popularity to multiply his fortune since he stopped playing. Beckham was the first to understand the potential of the USA when he moved to the Los Angeles Galaxy in 2007, giving a huge boost to MLS, and he inextricably linked his name to the passage of the US championship to the next level when in 2020 he launched Inter Miami, making the team and all the merchandising that surrounds it iconic when he convinced Leo Messi to bring his talent to the stars and stripes championship. Beckham had spent 25 million dollars for the right to found the franchise: in the latest Forbes rankings he is worth 1.35 billion dollars, by far the first club in MLS, much more than Roma (which is 24th) and only half a billion dollars less than Inter and Milan. For the USA, Beckham has long since stopped being just a footballer: he has become an entrepreneur, a brand, a public figure like those Hollywood celebrities he frequents. An ideal testimonial for any company that wants to associate its name with the World Cup. One that towers over everything else, even the tournament. If Messi and Ronaldo weren’t there, he would definitely be the most popular footballer in the World Cup. Even if he hasn’t kicked a ball in 13 years.
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