We talk a lot about "star power", about making yourself a brand and how you communicate that personal brand to your elusive fans. Centering your sports brand around one professional athlete can reward you with several benefits, however, for David Beckham, his new sports injury is one that will bring about negative consequences for his personal brand. David Beckham from the AC Milan was injured on Sunday while playing for the Italian club. This Achilles tendon injury means not only the end of Beckham's dream, but his career and his image.
While surgery is expected, Beckham is not expected to be seen at the World Cup in South Africa unless he is appearing as a TV analyst. Looking from a marketing perspective, Beckham earns $16.5 million from personal sponsorship deals and endorsements as well as $5.5 million base salary from the Galaxy. Several different endorsement deals and appearances scheduled for Beckham have been cancelled since the injury. Currently he is faced with the disappointments of loosing his career and ending his dream but also how he is going to rebuild his brand image. Beckham has always been portrayed as an amazing soccer player, but with this injury, how will he portray himself? How can Beckham brand himself if his "star power" has been taken away? It will be interesting to follow Beckham's story and see how he rebuilds his brand and his image now that his talent can no longer be utilized.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment