David Beckham has long been classified as one of global sport’s most powerful brands with a wide demographic appeal built on the foundations of a successful career, good looks, and his role as an apparently devoted family man.
But, allegations of an affair with former SFX assistance Rebecca Loos, have seen 12 percent of those quizzed in a survey saying they are now less likely to buy Beckham endorsed products.
However, Beckham need not worry too much yet, the report also shows that an endorsement by the player brought more recognition for brand owners than was achieved by sponsors of the Euro 2004 tournament.
The Real Madrid star is one of the hottest commercial properties in sport with a series of very lucrative personal endorsements with Adidas, Vodafone, Pepsi, Police and high street retailer Marks & Spencer. He also agreed a recent deal to become the new face of Gillette.
The new survey shows that, with the exception of Marks & Spencer, a very high proportion of the public is aware of the connections between the footballer and these brands.
The research was carried out by the International Journal of Sports Marketing & Sponsorship.
Said publisher Simon Rines: "The research did show some serious damage to the Beckham image, and it might be thought that coupling this to the very high level of awareness of his endorsements was a matter for concern for the relevant brands.
“However, it is important to understand that the interviews for the research were done at the height of the allegations. By today, with the passage of time and the intervening Euro 2004, the allegations are probably largely forgotten and the brand owners can safely reflect instead on the high profile a Beckham endorsement unquestionably gives them. Arguably the biggest danger to Beckham’s commercial prospects is his recent poor form."
The research showed that when prompted, 68 percent of respondents were aware of Beckham’s endorsement of Vodafone, 67 percent of the Pepsi endorsement, 59 percent of Police but only 16 percent of the Marks & Spencer deal.
Unprompted awareness figures also show very high ratings with Pepsi receiving 43 percent awareness, Police 42 percent, Vodafone 35 percent, Adidas 28 percent and Marks & Spencer 7 percent.
