He has been impossible to miss during this World Cup. David Beckham, the former England captain who arrived in Los Angeles 19 years ago promising to grow the game, is fronting advertising campaigns for 11 brands including McDonald's, Major League Soccer, Stella Artois, Home Depot and Bank of America. Off the pitch, he has become the face of the tournament.
Hours before the United States' opening match in Los Angeles, Beckham became the first professional footballer to receive a star on the Hollywood Walk of Fame — his friend Tom Cruise by his side. At the match itself, the two were seen together again. More recently, Beckham was spotted singing Wonderwall and Hey Jude as he celebrated Jude Bellingham's two goals against Norway that sent England into the semi-finals.
“David Beckham has become the face of the World Cup in the US, fronting 11 brand campaigns.”
“David speaks to so many different people. I think that's what's unique about him,” said Stacy Jones, founder and CEO of marketing agency Hollywood Branded. “He brings in the female demographic because he is so sexy — but he appeals to men. He's an honest, good, authentic, down-to-earth type of individual. So you don't really get affronted by him.”
On Hermosa Beach, south of Los Angeles, hundreds of fans gathered to watch Spain reach the World Cup final at an event organised by LA Galaxy — the club Beckham joined in 2007 from Real Madrid. Ask fans what comes to mind when they hear his name and the answers are mixed. “David Beckham was a really good player for England, but he's doing too many commercials now,” said one.
For Megan Hapeman, it is the recent McDonald's advert in which Beckham hopes to receive a cup featuring his own face. Her six-year-old son Oliver proudly said he still has one: “When I got it, I was pretty proud. Because Mommy liked it, I liked it too.”
That broad appeal did not happen by accident. It was built on Beckham's football legacy in America. He remains the player with trademark free-kicks, part of Manchester United's Treble-winning side in 1999, England captain and a figure who transcends clubs, generations and even football itself.