Will sports apparel companies benefit from soccer star David Beckham’s migration from Europe to Los Angeles? The guys turn to the webcam to ask a player in the field.
Alexi Lalas, GM and former player on the L.A. Galaxy, where Beckham signed a 5-year, $250 million contract, says the anticipation for Beckham’s arrival both on and off the field has been “unprecendented.” He thinks the business impact, while yet to be fully seen, is going to be massive between sponsorship, jersey sales and ticket sales. Beckham is going to help make the L.A. Galaxy brand – and the Major League Soccer brand – international, Lalas says.
But everyone knows, despite how popular it is with kids, soccer in this country is a second-class sport on the professional level. Lalas thinks Beckham could help change that. It’s going to be a moment of truth, he says, much like the 1994 World Cup in the U.S. was a moment of truth for the development of the MLS. The hope is that Beckham will be the platform that takes soccer to the next level in the U.S.
As for sponsorship opportunities, Beckham has had a long-standing deal with Adidas, although there will likely be chances for him to sign with other companies once he makes his debut on U.S. soil.
The guys like Adidas and Dick’s Sporting Goods (DKS) as Beckham trades. If Beckham can't make soccer mainstream, nothing can, Eric Bolling says.
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