David Beckham’s image has been hit by the allegations of an affair with Rebecca Loos, according to a third of respondents in a new survey, with 12% saying the allegations would make them less likely to buy Beckham endorsed products. However, the report also shows that an endorsement by this one player brought more recognition for brand owners than was achieved by sponsors of the Euro 2004 tournament.
The Real Madrid star is one of the hottest commercial properties in sport with a series of very lucrative personal endorsements with Adidas, Vodafone, Pepsi, Police and high street retailer Marks & Spencer. In late May 2004 Beckham agreed the biggest deal ever for a football player, at a reported £40 million to endorse Gillette. The survey shows that, with the exception of Marks & Spencer, a very high proportion of the public is aware of the connections between the footballer and these brands
The research was carried out by the International Journal of Sports Marketing & Sponsorship, whose publisher, Simon Rines said:
‘The research did show some serious damage to the Beckham image, and it might be thought that coupling this to the very high level of awareness of his endorsements was a matter for concern for the relevant brands. However, it is important to understand that the interviews for the research were done at the height of the allegations. By today, with the passage of time and the intervening Euro 2004, the allegations are probably largely forgotten and the brand owners can safely reflect instead on the high profile a Beckham endorsement unquestionably gives them. Arguably the biggest danger to Beckham’s commercial prospects is his recent poor form.’
The research showed that when prompted, 68% of respondents were aware of Beckham’s endorsement of Vodafone, 67% of the Pepsi endorsement, 59% of Police but only 16% of the Marks & Spencer deal.
Unprompted awareness figures also show very high ratings with Pepsi receiving 43% awareness, Police 42%, Vodafone 35%, Adidas 28% and Marks & Spencer 7%.
These figures compare favourably with a recent survey* on unprompted awareness of Euro 2004 sponsors in which the highest recall at 16% was for McDonald’s and Coca-Cola, but Canon, for example, received only a 2% recall.
‘The research shows that Beckham is delivering a much higher awareness than event sponsorship achieves and at a lower price,’ says Rines.
‘The success of a sponsorship programme, however, should not be judged solely on awareness – it is how the rights are leveraged that really counts.’
The report in detail
Asked to respond to the statement ‘The Recent Publicity Surrounding David Beckham has harmed his image’:
28% of respondents ‘Agreed’
A further 2% ‘Agreed Strongly’
51% ‘Disagreed’
3% ‘Disagreed strongly’
16% ‘replied ‘Don’t know’
Of those who expressed an opinion, more than a third (36%) agreed that Beckham’s image had been harmed.
Overall, more males (30%) agreed or agreed strongly than females (27%).
In terms of age groups, it was both the young (36% agreeing) and the 56+ age group (44%) that agreed more with the statement. 22% of 26-55 year olds agreed. More football supporters (31%) agreed than did non-supporters (25%).
When respondents were asked to respond to the statement: ‘The publicity makes me less likely to buy products that Beckham endorses’.
10% agreed with a further 2% agreeing strongly. 64% disagreed and 9% disagreed strongly.
More males (13%) agreed or agreed strongly than females (10%).
To receive a PDF of the full survey findings or for more information contact:
Simon Rines
International Marketing Reports
Tel +44 (0) 20 7372 6561
Fax +44 (0) 20 7372 6538
Email info@imrpublications.com
www.imrpublications.com