Thursday, May 15, 2008

The David Beckham effect

Becoming one of the most recognizable sports figures in the world was not difficult with a standout talent (and kick) that echoed across the world. Gaining popularity on a social level wasn’t hard either probably due being in a relationship with a former Spice Girl. Standing as a larger than life celebrity in many countries was not an arduous task as well with the international marketing and branding of his name and image. Now, David Beckham is faced perhaps with the toughest test of all: bringing popularity to soccer in the United States, a country where the pigskin and baseball, America’s favorite pastime dominate.

After all, Beckham, 33, has finished a runner up for the FIFA World Player twice in his career in addition to leading his club teams to seven league titles and three European championships. All of these accolades have been accomplished after making his professional debut with Manchester United in England at the age of 17. Not to mention, Beckham had been captain of the England national team for more than six years before stepping down after the 2006 World Cup Finals.

While Beckham has made his living playing soccer in Europe, he began his ascent IN America after problems with his previous club, Real Madrid, with many on the club questioning his desire and work ethic. He left Madrid for Major League Soccer’s Los Angeles Galaxy on January 11, 2007, which launched a frenzy of media and tabloid coverage. His contract alone deserved serious interest. Beckham signed one of the most unique contracts in sports history, a five-year, $250 million contract laden with incentives, which only really guarantees $50 million in salary paid by the Galaxy and other MLS teams.
And the other $200 million? Most of the money will have to be earned by Beckham with his exclusive endorsement deals and jersey sales. Not to mention after confirmation of the addition of Beckham to the Galaxy roster, marketing plans were already in tact for the star including pre-orders for Beckham’s coveted Galaxy jersey. Shortly after signing with L.A., Beckham held his first press conference where he addressed the issues of not trying to be the messiah of soccer in the United States but did intend to make a difference with his play on the field.

In his first season, Beckham made his debut in a friendly match on July 21, 2007, against English club Chelsea but later he re-aggravated a knee injury from earlier in the year and WAS forced to miss much of the season. He finished the season with only eight appearances including one goal and three assists.

“It was a disaster in a lot of ways,” said Grant Wahl, senior writer for Sports Illustrated.

Wahl alluded to the fact that on the field the Galaxy faced challenges as even with Beckham, the team missed the playoffs and Beckham faced injury that put him on the sidelines.

Still, Beckham’s effect has already taken hold. Galaxy jersey sales alone were rocketing over the course of announcing his signing in addition to the boost in ticket sales and sponsorships with major companies. His arrival has also brought international attention to the MLS and the Galaxy.

Wahl said Beckham’s play has had a huge impact abroad and in the U.S.

“The clip (of Beckham’s first free kick) was the most watched YouTube clip in that week,” Wahl said.

Playing now in his second season with the Galaxy, Beckham’s impact has been a bit more lukewarm but this process is not going to happen overnight. The important thing for the MLS and the Galaxy is that they have a budding international star playing in the United States for the first time in their history. Whether or not Beckham will have that lasting effect on America and make soccer one of the more popular sports in the future still remains to be seen.

“You have to play well, and the team has to win,” Wahl said. “Beckham can’t make soccer bigger without being on a winning team.”

According to several soccer experts and sports writers, Beckham has already made a splash with the MLS and improved its stature as one of the many professional sports leagues in America.

Martin Rogers, a soccer writer for Yahoo! Sports, who wrote his column “Vend it like Beckham,” on August 6, 2007, proclaims that Beckham has already been able to transcend the image of the MLS on domestic and global levels.

“With his arrival in MLS, Beckham drastically increased the profile of the league. Bigger sponsorship and television deals were negotiated on the back of him signing, to the benefit of all MLS clubs,” Rogers said in an e-mailed interview. “Now, MLS is spoken about around the world - not yet as a top level league like the English Premiership, but as a product that is growing and more significantly, trying to better itself.”

Rogers thinks that Beckham does have that star quality about him, which makes him worth every penny he was paid to come play for the Galaxy.

“Clearly, Beckham's limited playing time due to injury in his first season was disappointing, but events like the Galaxy's visit to New York to take on the Red Bulls (watched by 66,000) gave some indication of the kind of pulling power Beckham has,” Rogers aid. “So is he worth the money? For that we have to look at what his employers get out of it. Since signing Beckham the Galaxy has become an international brand, generated millions in revenues from sponsorship deals, exhibition games and shirt sales. So in my opinion, yes, he provides value for money.”

Steven Goff, a writer for the Washington Post, who wrote his article, “MLS Finds Growth by Reaching for Shining Star,” on April 6, 2007, expresses similar feelings.

“He has had a major impact on the league’s visibility,” Goff said in an e-mailed interview. “Before Beckham, few non-soccer fans could name the team in Los Angeles. Now everyone knows it. From a marketing standpoint, his arrival has already paid off.”


Goff also believes that Beckham needs to continue to play better and consistently if he wishes to maintain the rise of the MLS.

“His performance, good or bad, will reflect on the league, no doubt,” Goff said. “Beckham needs to play well. Last year, he did not. This year he is.”

It will also be interesting to see if Beckham can lead a soccer revival similar to that of Brazilian soccer star Pele in the 1970’s. After coming out of retirement, he starred for the New York Cosmos in the North American Soccer League beginning in 1975, which included a championship in 1977. During that time, Pele greatly increased the awareness for soccer on a national level and brought it to center stage in his final match on Oct. 1 1977, a match against Santos which was transmitted worldwide on ABC Wide World of Sports and played to a capacity crowd in New York Giants stadium. Perhaps, it is unfair to compare Beckham to a legend like Pele, but the attempts to duplicate the success are there.

However there are reasons TO believe that because of circumstances now, the two cannot be compared because of the different time periods and other surrounding circumstances.

“Not so much a revival, but an increase in popularity to levels never before seen in this country. Beckham will not be the only factor, but he will have a part to play. I can see soccer overtaking hockey in terms of popularity within 5-10 years and then challenging the other sports with the exception of football after that,” Rogers said. “This time it is different to Pele in the 1970s because MLS is built upon much sounder business principles than the old NASL.”

The most important thing to remember is that one person, including Beckham, cannot make something popular overnight.
Wahl said he doesn’t think soccer will contend with other popular sports for a while and that it cannot be put on one person’s shoulders to put the sport in the spotlight.

“The lesson is (from the folding of the NASL) is one person can’t be a savior for an entire league,” Wahl said. “There is no lightning in a bottle that’s going to make soccer big. As time goes on, you’re going to see the MLS grow.”

Along with talent, a well-known and respected work ethic and popular image, Beckham’s wife, former Spice Girl Victoria Adams, and their children have also been brought into the spotlight. Prior to the Beckham family’s arrival to the United States, a short-lived reality show based on the Beckhams’ life including the rest of the family was already in the works.

Wahl said those who watched those shows and see the family in the entertainment media and constantly in the social spotlight has brought awareness to the MLS and is a big start in the development of fans; however, whether these people are in the for the long-term is up in the air.

At this point, the ultimate Beckham effect is still unknown. We do believe Beckham will have a prominent effect on soccer but will take him and serious effort from him. He will have to dedicate these next four seasons on putting out some amazing performances and hope that his name and image do the rest. For the most part though, Beckham has done much already in bringing prominence to the beautiful game on the home front. As for the social aspect, the Beckhams have definitely grabbed attention and have gone Hollywood.

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