If the results of a new survey are anything to go by, then soccer royalty David and Victoria Beckham will not find it easy to get Americans to buy into their brand.
London, June 26 : If the results of a new survey are anything to go by, then soccer royalty David and Victoria Beckham will not find it easy to get Americans to buy into their brand.
Becks and Posh are getting set to conquer the US when he starts with new soccer club LA Galaxy.
However, a report from the Birkbeck Sport Business Centre at the University of London states that the couple might find it a bit tough expanding their brand in the US.
"(The results to the survey) bring mixed news for Beckham and his advisors," the Daily Express quoted Dr Simon Chadwick, director of the Birkbeck school, as saying.
"America is a large and important sporting market. However, one cannot assume that it will be easy pickings for Beckham - he needs good advice, his brand needs careful management and it is unlikely that football alone will be enough for the Beckham brand to become as powerful as, say, the Tiger Woods brand," he said.
"On the one hand, amongst brands that are successfully introduced into new markets there is often a level of awareness and expectation built up around them. In this respect, the Beckham brand already has some equity.
"However, in the American market, much of this appears to have been built on the back of Victoria, the Spice Girls, his good looks and a belief that he is a skilful footballer.
"If Brand Beckham is to have any longevity, David must strive to make the most of what else he has to offer."
Adidas is already waiting to cash in on Brand Beckham by lining up the footballer this week to launch "Futbol Meets Football" a campaign that will see him swapping sports with NFL star Reggie Bush.
And that's just the start of it. ESPN also has plans to use the former England captain as a key figure in promoting its coverage of Major League Soccer.
Becks' other major endorsement partners like Pepsi and Gillette are also reportedly looking forward to capturing a whole new market through him.
ANI