Soc: Beckham builds on brand value

AAP Sports News (Australia), June, 2003

00-00-0000 Soc: Beckham builds on brand value

By Katie Allen

LONDON, June 13 Reuters - While European soccer clubs weigh up the cost of bidding for England captain David Beckham, the player himself will be jetting off to Asia to polish the image that makes him so valuable.

On Monday, Beckham kicks off a promotional tour in Japan, where his popularity transcends his soccer skills and advertisers clamour to cash in on his fame.

One of the biggest sports names in marketing, Beckham's brand was recently estimated to be worth STG200 million ($A500 million) by the Observer newspaper.

"He's an interesting phenomenon," said sports public relations expert Karen Osborne at London-based agency Cohn and Wolfe. ...

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