Learning English - Words in the News
12 January, 2007 - Published 16:00 GMT
The 275 million dollar man
David Beckham's move from Real Madrid to LA Galaxy has been called the biggest sports deal in history. The deal is worth $250 million over five years. This report from Stephen Evans:
Lots of sports stars endorse sports products for money, but few have become brands that appeal way beyond the stadium. The two best examples come from half a century ago: Fred Perry and Rene Lacoste were tennis champions who created fashion clothes companies. If David Beckham did the same, moving to the US would help enormously because it's the one big market where his name's not yet mega.
His appeal is obvious with his blond hair, perfect body and winning smile, what some people call "metrosexual". Marketing people say his "key brand values" are "physicality, sexuality, sensitivity and success" He has a smooth image that already has huge female appeal in Japan, for example, and which led Gillette to use him as its clean-shaven face.
According to the business magazine, Forbes, the top earning sports star last year was Tiger Woods on ninety million dollars. But Beckham's closing fast by turning himself into what seems like a Hollywood image, aided by his wife, Victoria, who's famous as a pop star.
There's some life in Beckham, the sportsman, yet but much more in Beckham, the image. As they say in the business: "When the legs have gone, the brand plays on".
Stephen Evans, BBC
way beyond the stadium
key brand values
has huge female appeal
There's some life in Beckham, the sportsman, yet
the legs have gone