Five years ago the sports and sports marketing worlds were bowled over by the news of David Beckham signing with the LA Galaxy. Everyone shared opinion, news outlets ran wild and speculation was rampant as to what it meant to MLS.
Do reach, awareness, sales, drama and success mean anything to MLS? Did it mean anything to Man U, Real Madrid and Milan?
There are surely many experiments left in the life of David Beckham, both personally and professionally, but the formula of ‘just add Beckham’ is well proven and cannot be questioned. In his joining the club after his Man U career, logic has been doubted primarily by fans and media, mostly those of rival clubs or the jaded. Management and true fans will speak of successes to the bottom line, trophy case and experience. His commercial success was always immediate, but, as is the Beckham way, success on the pitch came late, with bit of drama, grit and intrigue.
So, unless David re-signs with LA, his first team selection may be in jeopardy, but fans, brands, teams and media will most certainly ‘experiment’ with David again... And again.
- Kenny