296

SEGIlOll

Consumers in

the Altarketplace

l5

Create a list of current celebrities whom you feel t)ry-

ify cultural categories (e.9., clown, mother figure,

etc.). What specific brands do you feel each could effectively endorse?

l6

Conduct an "avatar hunt" by going to e-commerce

Web sites, online video game sites, and online com-

they want to look like in cyberspace. \'llhat seern to be the dorninant figures people are choosing? Are.they realistic or fantasy characters? Male or female? What t)ryes of avatars do you believe would be most effective for each of these different kinds of Web sitesand
why?

munities like The Sims that let people select what

DAVID BEGIfiAM: PROFETiSIOilAL ET{ DORSER

David Beckham may just be the most famous sports personality in the world. Is it because of his performance as a footballer for Manchester United and, since 2003, Real Madrid? Is it because of his celebrity lifestyle? Or is it because every inch of the man is endorsed by big-name
corporate brands? In reality, it is probably a combination of the three. But the endorsements certainly haven't hurt Beckhamls brand recognition. Early in his professional career, Beckham

Some would argue that all'money aside, Beckham'doecr not need the irnage of Adidas or the other brands becausc the man hirnself is an icon. Since 1999 he has been lrtrried to former Spice Girl Victoria, and the couple har

be'come

symbol

of

celebrity lavishness. David'

Beckham's good looks have carried his influence into thc

realm of teen fashion and hairstyles. Even allegations extra-marital affairs in 2004 have not scuffed the image

d d

this superstar. "tVhen you 'ask people about Da

Beckham's credibility, his family values aren't the appeal," says Stephen Cheliotis sf branding consultancy Superbrands. "Beckham's fashion appeal, his footballint skills, and his good looks are what appeal to people. ffit family is not the primary function of the Beckhrm,

secured a number of lucrative sponsorship deals with Adidas, Vodafone, and Diesel. Since tn-en he has continued to add to his endorsement portfolio with such brands as Rage Software, Castrol, Brylcreern; Police sunglasses, Gillett e razors, and Pepsi. While Beckham has not surpassed Michael lordan and Tiger Woods in endorsement stakes, he has certainly joined these elite as one who has

brand."

Obviously, endorsers recognize the power of

Beckham brand. Adidas CEO Hainer has asserted just as Beckham's first pair of soccer cleats were Adidaq, so will his last pair be. "We can work with him m longer than his playing career but that's up to him."

transcended his sport to become a superbrand. So does the brand make the player, or does the player make the brand? While it can be argUed that the marketing power of global mega-corporations can launch an

athlete's image, the reverse also can be true. Michael Iordan is often credited with establishing Nike as one of the world's most powerful brands. With the rnost recent contract between David Beckham and Adidas, which includes plans for a personalized line of merchandising, Adidas executives hope Beckham will do for the German sportswear company what Michael Iordan did for Nike. And Beckham may well be on his way to doing just that. Already the Beckham image has sold more than
three million pairs of Predator soccer cleats. "We think he

usGlts$ruil Qu$Iloils

In the context of source effects, discuss,why co nies such as Adidas would want to be endorsed
David Beckham. are formed, what are

2 Considering how attitudes

celebrity?

potential positive and negative consequences endorsements , for both the company and

can sell anything," said Herbert Elainer, Adidas CEO. Hainer goes on to say that Beckham ."has a lot of things coming together. He's a very good footballer; he's passionate, good-tooking, very professional, not arrogant,
and the fans believe what he saYs."

Sources; Rick Broadbent, Asling O'Connor, and Patrick Bar "World Brands It Like Beckham," The London Timcs (March 4, Grant Ctelland, "Brand it Like the Beckhams," The Bwiness (April 2004): 14; Iack Ewing, "Can Football Be Saved?" BusinessWeek 19, 2004): 46.