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David Beckham Research Paper

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When athletes are known worldwide, people become very intrigued in everything they do. Athletes such as Michael Jordan, David Beckham, Sammy Sosa, Michael Johnson, Mark McGwire and the Bryan twins influenced fans to buy their own personal brand of merchandise in an effort to increase value. Athlete endorsement in particular is a popular format to enhance brand awareness in the business world. Prominent athletes in the 1990’s helped endorse companies by improving brand image and enhancing brand awareness in public outings such as magazines, commercials and ads. Athletes that have an abundance of popularity can help companies be known worldwide with a commercial of the athlete recommending the product. Michael Jordan- one of the all time best …show more content…
When he decided to help companies’ brand images and endorse their products, his fans began to follow, which led to fortune in the business world. He was used as a popularity resource for his investors. People that are fans of European soccer star, David Beckham, will become very fascinated in the merchandise that he endorses. He was chosen by endorsers because “of his vast popularity around the world and his successful sports career” (Yu 1). Companies paid David Beckham a great deal of money to sponsor their products. Since he was making an abundance of money per year sponsoring multiple products, he kept doing what he did best: selling merchandise to his commodious amount of supporters. He “has endorsed products including sports cars, airlines, chocolate and electronics for international companies” (Yu 1) which caused worldwide brand awareness to these organizations. These businesses started to gain more interest from people that admired David Beckham from all around the world. His personal brand value “was recently estimated at more than $370 million” (Yu 1). He enhanced a business’ culture by sponsoring the products to his fans by using his international

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