DAVID BECKHAMIN A CLASS OF HIS OWN

He came. He sold. He conquered.

2 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

He came, to seemingly every

corner of the footballing world; he

sold, in a marketable way that few

athletes have managed to capture

sense; and he conquered, with a

long list of trophies from every

club that he featured at in his

illustrious corner.

HE IS A MAN OF MANY

TALENTS.

3 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

Now, the best footballer

of all time and the most

highly sought after

athlete endorser is going

to bring his competitive

drive and get-it-done

mentality to the world of

business and win over a

different kind of turf.

4 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

THE DAVID BECKHAM BRAND

5 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

BRAND PERSONALITY PROFESSIONAL

ELITE

“Whilst the world of football

will certainly have its stars

and legends of the game

in years to come, none

will ever be able to rival

the impact and legacy

of Beckham.”

- Bleacher Report

LEADER

“David Beckham will go

down as one of English

football's all time greats.

He is also a leader on the

pitch, an inspiration and

a colossus.”

- Daily Mirror

PASSIONATE

“David always played with

the greatest passion. He

has become an iconic

figure in our national game

and an ambassador for

our country.”

- David Bernstein

RESILIENT

“He is an exemplar or

embodiment of a number of

philosophical propositions

about crisis, conflict and

identity. He has this ability

to reinvent himself time

and again.”

- Dr Andy Martin,

University of Cambridge

6 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

BRAND PERSONALITY PERSONAL

CHARISMATIC

“David is a global superstar,

devoted husband and down-

to-earth dad of four. And

now, the humble British

heartthrob is this year's

Sexiest Man Alive.”

- People Magazine

UNASSUMING

“The sexiest man alive is

also the humblest man alive.

That’s why the world loves

David Beckham.”

- Elle

CHIC

“With his trendsetting and

daring appearances, he has

created a bridge between

the world of design, models,

and photographers, and the

world of world-class sports,

and brought glamour back

to a male sport.”

- GQ

NOBLE

“He's a football star, a

fashion mogul and a

prospective sport team

owner, but David Beckham

is in no doubt as to his most

pressing concern--providing

help to kids in danger zones

across the globe.”

- CNN

7 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

DAVID BECKHAM

PERSONIFACTIONOF BRILLIANCE

8 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

BUSINESSOF BRAND BECKHAM

9 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

In his first full year of retirement,

Beckham posted the highest

earnings of his career with $75

million in 2014 (his previous high

was $51 million in 2012). He ranks

second behind Michael Jordan as

the highest-paid retired athletes.

ALREADY THE 2ND HIGHEST PAID

RETIRED ATHLETE

10 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

CONTINUES TO GENERATE INTEREST AND COMMAND

ATTENTION

1.44M

Jan 2014 Oct 2015

2.47M

3.05M

Google search trends

reflect interest in a

celebrity or a brand.

David Beckham’s online

search volume stays

consistently high

even after his retirement.

11 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

EXCEPTIONALLY INFLUENTIAL ON SOCIAL MEDIA

53.6M

15.6M

DAVID

BECKHAM

SOCIAL

PLATFORMS

9.1M

19K

David Beckham is an international icon.

The “Sexiest Man Alive” is one of the

most famous and desirable men in the

world. Twitter exploded with tears

of joy, tears of joy emojis and lots

of screaming as the news breaks.

12 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

David Beckham global

superstardom offers him the

opportunity to evolve his business

to unprecedented height.

Even after his retirement, he can

continue to cultivate his brand as

a forever culture and fashion icon.

13 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

BUSINESS EVOLUTION STRATEGY

14 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

APPENDIXALTERNATIVE BRAND POSITIONINGS

CURRENT BRAND BECKHAM BUSINESS MODEL

15 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

Beckham had his biggest year ever from an income standpoint

in 2014. Credit not only to his dozen endorsement deals,

including four in China, but also his two new partnerships with

Diageo and Trinity Group, which netted him upfront money as

well as ownership stake in the ventures. A business direction

that has proven to be successful so far.

APPENDIX

ALTERNATIVE BRAND POSITIONINGS

THE NEW BRAND BECKHAM BUSINESS MODEL*

16 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

SPONSORSHIP

DEALS*OWNED LABEL*PARTNERSHIP

AUTOMOBILE

FINANCIAL PRODUCTS

AIRLINE

TELECOMMUNICATION

+ +

ACTIVE WEAR

CASUAL WEAR

UNDERWEAR

HAIR CARE PRODUCTS

SHAVING PRODUCTS

FRANGRANCES

SPORTS GEAR

MEN’S FOOTWEARSPORTS WEAR

ALCOHOL

* Ideas for considerations only

THE SKY'S THE LIMIT

17 | DAVID BECKHAM BRAND PRESENTATION (DRAFT)

APPENDIXALTERNATIVE BRAND POSITIONING

DAVID BECKHAM

EMBODIMENT OF IMPECCABILITY

DAVID BECKHAM

THE EPITOME OF GREATNESS