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In the world of marketing David Beckham is considered a deadly force
Over the past year David has weathered a storm of controversy as accusations of infidelity and reports of cracks in his marriage filled the press. Nothing has been able to slow down the phenomenon that is "Brand Beckham", however, and the handsome athlete's financial outlook is looking fitter than ever.

In December he was named Britain's richest footballer, with a jaw-dropping fortune of 65 million keeping his accountants busy. Earlier in the year the England skipper, whose sponsorship deal with Adidas is said to be worth 161 million, signed a 40-million agreement with hair product company Gillette. Then, in February, he teamed up with American bombshells Beyonce and Jennifer Lopez in a martial arts-style commercial for Pepsi.

His unique marketability is not just down to good looks and sporting achievement and, despite the constant tabloid mud-slinging, his image as a role model and style icon has remained unaffected. Indeed the hunky midfielder was chosen as the world's "fittest footballer" by hellomagazine.com readers in a recent poll.

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