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MEP315 SPORT, MEDIA AND CELEBRITY

MEP315 SPORT, MEDIA AND CELEBRITY. 7. CASE STUDY I: BECKHAM. Context for Beckham’s fame. BSkyB’s deal with Premier League Bosman case and ‘player power’ Marriage to ‘Posh’ Spice Girl

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MEP315 SPORT, MEDIA AND CELEBRITY

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  1. MEP315 SPORT, MEDIA AND CELEBRITY 7. CASE STUDY I: BECKHAM

  2. Context for Beckham’s fame • BSkyB’s deal with Premier League • Bosman case and ‘player power’ • Marriage to ‘Posh’ Spice Girl • Increasingly important role of agents (first ‘SFX Sports Group’, then ‘19 Entertainment’) and lawyers to negotiate contracts, capitalise on PR opportunities, oversee crisis management

  3. Career trajectory • ACCLAIM – ‘Wonder kid’ – aged 21 he scores goal from his own half • PUNISHMENT – ‘Villain’ – sent off for retaliation in the 1998 World Cup Finals • REDEMPTION – ‘Hero’ – helps Man Utd win the treble in season 1998/99 • CELEBRATION – ‘Golden Balls’ – England captain and father of 3, etc.

  4. Beckham’s image rights • In 2001/02 his 90K a week Man Utd contract includes approx 20K for use of his image • 2002 – M&S launch highly lucrative Beckham brand of boys clothes with logo ‘DB 07’ • 2002 – Bend It Like Beckham released • 2003 – Beckham moves to Real Madrid, 8,000 ‘Beckham 23’ shirts sold in 1st day, Real shirt sales end 350% up on previous year • 2004 - £40 million Gillette endorsement deal • 2007 – LA Galaxy 5-year deal worth £128m

  5. Beckham and the fear of emasculation (Whannel 2002) • Beckham does ‘unmasculine’ things – pictured in a sarong, attends fashion shows, narcissistic, his wife Victoria ‘wears the trousers’ • Beckham as family man – contradicts ‘soccer lad’ stereotype (e.g. Best, Gazza) • Postmodern ‘new lad’ – compared to Fowler (w-class, macho, homophobic ‘old lad’), Beckham has style, surface appearance, performative talent (along with Victoria), is a polysemic figure

  6. Beckham as global celebrity • Football is perhaps most globalised sport • Continues to be ‘the face’ of leading global brands (e.g. Pepsi and adidas) • Strong brand presence in Japan, China, Thailand, Malaysia, Indonesia (powerful Chinese and SE Asian economies) • Seen as ‘religious icon’ in Buddhist, Hindu and Christian monuments

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