Euphorion's World
Tue
20
Jan
2009
David Beckham – The Marketing Hydra?
Have you ever realized the relation between marketing and the Lernaean Hydra – the legendary figure of the Greek mythology? No? Neither have I.
But then I finally read an interesting article named “The Beckham Marketing Machine Rears Its Ugly Head” on the Internet. I don’t know why, but this exciting title made me immediately think about the Hydra, which inspired me to write this blog entry.
Now let’s find out why David Beckham, one of the most famous sportsmen ever, can be called a “monster”.
The Marketing Machine or When marketing becomes Greed
The article I was talking about starts off by describing a little “Beckham scandal”. Actually RAI tv - the biggest television company in Italy – just asked David Beckham for an interview on television.
So why not being on television? Being in the spotlight is what he knows best, besides soccer of course. But finally another problem appeared. RAI tv usually don’t pay people for giving an interview on television. But does Mr. Beckham show up on television for free. Of course not.
Mr. David Beckham was available at a cut-price €500,000. What a great deal!!! You can imagine the reaction of the Italian television company.
“We can exclude every possibility that Rai would spend that money on anyone, let alone Beckham.”
His brand name is too valuable and Mr. Beckham has to maintain a reputation. But does greed destroy the reputation of a sportsman. It certainly is the case if we look at a company but what about a one-man marketing machine like David Beckham – I will ignore Posh Spice on my blog (sorry about that, Victoria!)
For some companies there exists only one guiding principle which was actually put into words by Gordon Gekko. Watch out this video and you will know what I mean:
“Greed is good. Greed is right. Greed works. Greed clarifies.” Could be, but from my point of view it is not a good strategy for a “Marketing Machine” whose success is based on fairness and respect to show greed in public.
“Is David Beckham bad for soccer?”
That’s one essential question stressed by the author of the article we are talking about. Furthermore he points out his generally negative attitude towards the marketing hype around Beckham. He certainly blames this marketing hype for distracting people from the essential attraction of soccer:
“Spectacular footballers whose greatest qualities still remain on the field”
In my opinion that is more than true. If we look for example at the decision of David Beckham to join AC Milan on loan, every person who has at least watched one football game would not claim that this happened for sporting reasons.
The author is right by asking his audience this question:
“Are you sick of the media hype for a loan signing whose main desired impact is in the team shop? Me too.”
It’s obvious that the interest for this two-months-contract lies in marketing and greed. AC Milan will sell thousands of soccer shirts with Beckham’s number on it. And this happens by means of one single soccer player who will only stay in Milan for two months. And Mr. Beckham will surely gain some money with the help of advertising contracts in Europe. It is so to say a win-win situation for everyone involved. The sport is the only participant who loses.
So what do you think? Is it necessary to decapitate Beckham’s Marketing Hydra? Will “the game […] be better off whenever Beckham decides to retire” as argued by the author?
Feel free to post your opinion here.
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Comments: 4
Bruce Spear (Wednesday, 21 January 2009 07:57)
HI! This is lots of fun, Andreas, thanks! It was great to see that clip from Wall Street again, too, and now I'm wondering, hmmm, how you've used it: you put it at the end of something as if to prove a point, and not at the beginning: "greed is good". What does he mean? How does this apply to your case? How precisely does the sport win and lose? I myself prefer local and regional sports, not the big time stuff, and I think that is because of romantic longings for small scale community and where play is for fun, family, and the fresh air: greed is not supposed to be part of it. But then again, watching the professionals, whether in sport or theater or dance: I love this, too, and for that you need economies of scale, and it costs millions. Should we begrudge Beckham making millions (I just want him to pay taxes on it like everyone else), especially as he is such a talented player and it makes for great football? I would think that anyone wanting to go high up in any field would have to have ambition, greed might simply be part of the bargain, or? Thanks for writing this up, it's fun to think about it! -Bruce
MULI (Wednesday, 04 February 2009 13:18)
awesome stuff dreas ;-)
Sash (Thursday, 05 February 2009 00:31)
Certainly an interesting topic Dreas.
David Beckham has, without a doubt, seen his best days as a soccer player. Decreasing athleticism and injuries have caused his physical shape to decline throughout this past decade. Nevertheless, it seems that the brand Beckham is still prospering the same way that it has for years, if not more. From a soccer fan's point of view, this situation does not make sense and seems unfair.
However, I think all of Beckham's moves in the last couple of years make perfect sense and I would have probably done the same thing. He moved away from Manchester, because his diva-like presence was a disturbance to United (and all of England for that matter) and the emergence of a certain Cristiano Ronaldo would have made the situation even worse for Beckham. He moved to a team that was used to divas like himself: Real Madrid. Another plus for the Spanish team was that they, as well as Beckham, had a multi-million contract with Adidas. So, a third party involved was happy. Everybody benefitted from the millions of jerseys that were sold. Although it seemed perfect, one flaw of his fame had always been a lack of popularity in the United States. No big deal, he moved to the USA in order to play for the Los Angeles Galaxy. Not only was this supposed to help the brand Beckham, but also the sport of soccer, which had never been particularly famous among Americans. Once again, it seemed perfect. His move created the expected hype and he gained a great deal of popularity in the US. Numerous injuries and the short Major League Soccer seasons did not help his cause during his time in LA. So, a few months ago, initially on loan, he moved to Italy to play for AC Milan. As the news reported today, Beckham is seeking to get out of his contract with LA Galaxy and move to Italy permanently. Milan, same as Beckham's previous two clubs, has a big contract with Adidas, and once again all parties involved will benefit from jersey sales. As you can see, it seems to be an on-going cycle and Beckham as well as Adidas always benefit in enormous dimensions.
So, as I mentioned, whereas the normal soccer fan will have most likely developed a certain degree of rejection towards David Beckham, from the marketing point of view, you have to congratulate and admire the man.
All in all, I don't think Beckham hurts the sport, but is a great marketing tool and delegator for soccer. Let's face it, greed is natural and since none of us have been in his situation, we should not judge.
Dreas, although this is very wordy, I hope it will help you a little. -Sash
ada11 (Wednesday, 12 September 2012 11:14)
NBA playoffs coming, competing for the overall championship of the real battle will be performed in sports passion, I believe that basketball fans is ready at this time, preparing the most eye-catching equipment into my arms, voices for NBA hero refueling of your heart.