The Multi-Million Dollar Man: David Beckham

America? Meet David Beckham. Officially that is. You’ve read the gossip about Posh and Becks, but have you ever seen the man play ball? Boyfriend is amazing and if ESPN and Wieden + Kennedy have anything to say about it, Becks might finally convince the States that soccer is worth their devotion. ESPN has launched a major TV ad campaign to promote Beckham’s arrival to play for the LA Galaxy. The spot (see above) features Real Madrid fans aghast over Beckham’s departure to a cover of the Beatles song “Hello Goodbye.” A print campaign is also running in outlets like USA Today.

David and Posh’s arrival is bigger than ESPN and that is what’s really fascinating. Adidas has given the LA Galaxy team a makeover with a new kit and crest, which is the first rebranding the club has undergone in its 12-year history. Don’t forget the other monies he’s generating or denying for business interests: there’s the W magazine shoot (see photos below) that has already found its way to Flickr and is sure to sell out; his shady split with long time sponsor Gillette and the $23 million in revenue through increased ticket sales and sponsorships that he’s given the LA Galaxy. The man and his little wife are their own economy. What brand will hop on board next? Pepsi? Vitamin Water? Keep in mind the soccer star can’t make everyone look good. He couldn’t save Los Angeles’ Mayor Villaraigosa from getting booed by a very angry crowd.

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