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He may be household name in much of the English-speaking world, but David Beckham is barely recognised in parts of the United States, according to a new study.
The survey, conducted by the Birkbeck Sport Business Centre, University of London, was designed to determine whether Brand Beckham would prove to be a success as the England star arrives in America.

The research, undertaken in the US, found that more than half the people surveyed either knew nothing or very little about Beckham, and that his wife, Victoria, is currently the most important feature of the brand, followed by his good looks and stylish clothes.

It was also found that Americans like their sports stars to be free of scandal and controversy, which is perhaps why the football ace rated very weakly when people were asked if they thought he was a family man, patriotic, caring or faithful. Moreover, the survey suggests that sport celebrity brands are more likely to be successful when they are associated with golf, basketball, American football or ice hockey.

Just under half of the people surveyed knew exactly who David Beckham is, what he represents and the products he endorses.

Many people also identified the player as a trend-setting, stylish, metrosexual Englishman.
Dr Simon Chadwick, director of the Birkbeck Sport Business Centre, said: "The results bring mixed news for Beckham and his advisers. His success in the American market appears to have been built on the back of Victoria, the Spice Girls, his good looks and a belief that he is a skilful footballer. If Brand Beckham is to have any longevity, David must strive to make the most of what else he has to offer."

Labels: David Beckham, Independent, Spice Girls, United States, Victoria