From a Football Player to a Global Icon: The Case of David Beckham (original) (raw)

Abstract

Objective: The objective of this study is to focus on David Beckham who has came up to a level of global icon status and gained a great popularity though he has started his professional life only as a footballer and to examine his status based on the context implying to become a brand. Method: A detailed literature research was carried out in respect of the sport and marketing communication disciplines to expose the adventure of an English footballer, who has turned into a well-known and famous star in the world. In such scope, it is obviously seen that the case of David Beckham has been evaluated as a successful concern related to the process of becoming brand since he has an attractive personal style and professional approach paralleling to the global worth compared to the qualifications of the other footballers in addition to his talents in playing football. Conclusion: David Beckham, who is one of the most famous football players known by the people and media, takes part among the richest football players in the world. at this point, beckham has also drawn the attention since he has used all key points related to the marketing communication as a brand, as well as being the focus point of the marketing communication activities carried out by many important brands such as Gillette, Adidas, Pepsi, Police, Vodafone, Tokyo Beauty Center, Castrol, Marks&Spencer, Meiji, TBC, Tsubasa Systems, Upper Deck and Brylcreem. In the light of these facts, the detailed analysis of David Beckham brand reveals the reflections of the global merits towards the sport and marketing communication sector. Key Words: David Beckham, Sports, Football, Celebrity, Marketing Communications, Brand, Personal Brand, Global Icon.

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