Real money; David Beckham.
Economist (US), The, March, 2004
The beautiful business
First launch your logo
FROM Fred Perry to Tiger Woods, star endorsements have boosted the sales of sports goods. Now David Beckham, captain of the England football team, has unveiled his new line--or rather four wavy lines and a circle. Mr Beckham has his own logo, a stylised silhouette of himself taking a free kick. It will adorn goods made by Adidas, a German manufacturer, whose boots grace Mr Beckham's valuable feet.
Beckham-branded kit looks sure to sell. The pin-up footballer's image is inescapable (even in soccer-shy America). His club, Real Madrid, has sold over 1m shirts with Mr Beckham's name and number, 23. These account for 50% of the team's replica-shirt sales, and have already recouped much of the [pounds...
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