Real Madrid: Analyzing the complex legacy of David Beckham at the Bernabeu

David Beckham’s marketability was important to Perez’s plans

In April of 2003, The Guardian reported that the club was conducting market research on Beckham’s commercial appeal. And, the conclusions were compelling. Not only was he an obvious commodity within the game and the footballing face of ADIDAS, but he also promoted other products like Pepsi, Vodafone, Brylcreem, and Marks & Spencer, which proved his reach beyond the sport demonstrating how broad his appeal was.

David Beckham’s effect in Asia was of particular interest to Perez and Real Madrid. Manchester United had been touring in that part of the world and for Perez’s plans of recovering revenues, getting the Asian audience hooked on Real Madrid fandom would be his masterstroke. Beckham caused a frenzy wherever he went and he already was a local favorite there from his Manchester United days. Shortly after his transfer formalities were done, Beckham arrived in Japan for a promotional tour to fulfil Perez’s agenda.

The second area of interest was a clause that was standard across all Galacticos’ contracts which entitled the club to a 50% share of the player’s image rights. Beckham, as we know revolutionized the issue of image rights, controlled it, and used it in his favor. It wouldn’t be wrong to say that he made image rights an important subject in football contracts. However, his image became much more valuable when it was cloaked in Real Madrid’s Royal White.

In White Angels, John Carlin’s study of the Galacticos’ period, the author describes a conversation with Jesus Gasanz, the then president of Audi’s Spanish division. It provides a vivid testament to how powerful Real Madrid and David Beckham were. The broadcast of David Beckham, ferried between his medical and ceremonial appointments in an Audi was so substantial to the company that it almost repaid the investment made in the entire three years of their partnership.