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Is Beckham Pepsi split the start of a trend?

Posted in Advertising, Latest reporters' blogs, Russell Parsons January 6th, 2009 by Russell Parsons

As 2008 came to an end, news slipped out that Pepsi had parted company with clothes horse, global celebrity and sometime footballer David Beckham after a mutually fruitful 10 years.

At the height of his fame and footballing prowess Becks enjoyed many fertile endorsement and sponsorship deals with the likes of the soft drink giant but some have suggested that his 2007 move (some would say retirement from competitive football) to LA Galaxy led to the end of his long-term relationship with Gillette. Has his move to la-la land now put paid to his Pepsi deal?

Could it be that Goldenballs’ advancing years, diminishing profile in the rest of the world set against his asking price at a time when companies have a nervous eye on the bottom line have signalled the end of brand Beckham?

Yes, sort of. There is a natural cycle to any celebrity’s star and Beckham’s is nearing full circle as he slips into the autumn of his career.

But for me the most recent split points to a likely future trend, a chance for brands to take stock and opt for younger and, importantly, cheaper sporting stars.

Or perhaps look to sports whose stars have previously been untapped such as swimming – see the recently inked deals multiple Olympic gold medallist Michael Phelps has signed with Mazda and Subway.

Will we see Adidas and Motorola replace Becks with Jamaican sprint sensation Usain Bolt? Or triple gold medal cyclist Sir Chris Hoy?