Beckham’s Earnings Down, But Expert Says Brand Still Strong

Consultant Says Beckham’s Brand Remains Strong Despite Decline In Earnings

Real Madrid MF David Beckham’s earnings have fallen from US$32M last year to US$23M this year, but consultant Andy Milligan, author of “Brand It Like Beckham,” believes this “merely reflects” the move from “short-term football-dependent earnings to a ‘long-term Beckham-as-icon’ income stream,” according to Andrew Cave of the London TELEGRAPH. Milligan: “The reduction in earnings sounds a lot but it reflects his strategy of focusing on his football and thus reducing his commercial commitments and, secondly, establishing himself as a global icon and ambassador. ... Take a look at his deals. They’re with global brands; all for at least three years and increasingly focused on building a non-football image and exposing him to global markets.” Cave notes Beckham is believed to have a lifetime deal with adidas worth US$150.5M. He also has a contract with sunglass brand Police, “is thought to earn about” US$4.7M a year from Motorola and has earned about US$43M to date from Gillette. Milligan said, “Around a quarter of his earnings come from Asia, and those are driven by his iconic status, not his football performance. He doesn’t need England’s captaincy any more and doesn’t need to even be [on] the team to make money, or to be attractive to sponsors globally” (London TELEGRAPH, 8/21).

SMELL OF SUCCESS: Beckham and his wife, Victoria, have created two new fragrances called intimately Beckham for Him and intimately Beckham for Her. The fragrances, which will be available September 1 in the U.K., are part of the intimately Beckham for Him and intimately Beckham for Her grooming and body care lines (THE DAILY).