贝克汉姆的品牌效应

Everyone from Vodafone to Adidas wants a pieceof the football star.Now Real Madrid is hopingto cash in,too,by capturing his fan base in Asiaas well as Britain In the constellation of 21 st-centurv celebrities.Beckham is more than an icon(偶像);he's a brand(商标,品牌).Through his feats on the playing field and hisexemplary(可效仿的)behavior off,Beckham has be-come the hottest marketing machine in the sports worldsince Michael Jordan.The Adidas football boot hewears is the world's No.1 seller.Since Beckham be-came Vodafone's international face in 2002,global saleshave increased by one third.Of course.Beckham lovesfootball-he's made that plain on the pitch-but inmoneymaking terms.football is little more than a side-line(副业兼职)

Brand it like Beckham

Everyone from Vodafone to Adidas wants a piece of the football star. Now Real Madrid is hoping to cash in, too, by capturing his fan base in Asia as well as Britain