“The Becks Effect”
November 23rd, 2011
A contract for a soccer player worth a quarter of a billion dollars may seem unheard of to most— but not the United States and Major League Soccer (MLS). This seemingly incomprehensible number is what America paid to bring European football superstar David Beckham overseas; but unlike most contracts, the record-breaking investment wasn’t to see the English soccer player perform on the pitch but rather his marketing potential off the pitch.
To commercialize soccer in the United States, the MLS implemented a long-term strategy that incorporated bringing arguably the most recognized athlete on the planet to their country. In 2007, Beckham made his long awaited arrival to America and was poised to change soccer in North America forever. Since then, TV audiences have been increasing each year and the revenue that stemmed from David Beckham’s success has allowed the league to create four additional teams, including two in Canada.
It is clear to me that soccer’s paradigm shift in the USA has been greatly impacted by Beckham’s presence. He has set a solid foundation for soccer’s success in the American culture. But the question “was he worth it?” will constantly remain until professional soccer in America officially takes off.