Branded like Beckham; Sporting endorsements.(David Beckham and sports sponsorship)
Economist (US), The, July, 2003
David who?
What David Beckham's transfer to Real Madrid reveals about the multibillion-dollar global business of sports sponsorship
THEIR relationship became strained when David Beckham met his wife Victoria, a British pop singer known as Posh Spice, and developed this "fashion thing", grumbled Sir Alex Ferguson, the curmudgeonly manager of Manchester United, when the soccer star he had reared since he was a teenager was sold to Real Madrid. This week, Mr Beckham joined the Spanish club amid the blaze of publicity that follows him everywhere. Which is the whole point for the third-most-valuable sporting personality in the world, after America's basketball legend, Michael Jordan, and its top golfer, Tiger Woods.
Sports sponsorship is a huge...
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