Caffeine on Sky News – Simon Bailey discusses Brand Beckham

Caffeine on Sky News – Simon Bailey discusses Brand Beckham


Well let’s discuss this a little bit
further. I’m joined now from our central London studio by branding expert Simon
Bailey from The Caffeine Partnership. A very good evening to you Simon Bailey,
thanks so much for talking to us. So David Beckham, he’s wanted to do it
for many years he’s finally launching this Major League Soccer team in Miami
what will this do to brand Beckham? Well first of all let’s just look at it
commercially. Commercially I think is a very interesting deal. In 2016 Forbes
magazine valued the average club in the MLS league at about 185 million dollars. That’s a big number but it’s pretty significant when you think that back in
2008 it was worth considerably less. In fact it’s estimated that the value
increase in those clubs alone has been 400% so it’s a great deal for Beckham
who’s bought in at twenty five million dollars. Well yes and on that subject it
just shows you what a star he is to go from being a very good football player
but to now to be in a position to do a deal like this. Yes, I mean if you look
at brand Beckham and of course it’s a joint brand between both Victoria
and David, what they’ve what they’ve achieved together is incredible. In fact
my colleague has written a book called Brand It Like Beckham. What’s interesting
about David Beckham though is that very early on in his career he spotted the
opportunity to build a global brand and went about it very very purposefully,
using a lot of the tools and techniques that you might expect from a global
corporation. In fact when Adidas were looking at Beckham it’s quite
interesting because I think Beckham was starting to look at Adidas and how it
built its brand. He utilized some really interesting things in order to do that.
He benefited from hard work, he benefited from timing just as football was
becoming the preeminent global property Beckham was getting amazing coverage. He’s always known I think intuitively that his brand was about football, about
fashion, and about feeling. That notion that he had a capacity for empathy too
and they should be involved with charitable undertakings and then he
stayed relevant. Like a great musician he’s managed to move with the times, he’s
gone from skinhead through to the Miami Vice look and he’s built a global
franchise. He’s an inclusive brand and he’s a guy that lots and lots of different
people like from a huge broad base of supporters and if you look at this deal
it shows how farsighted he’s been and it also shows how intuitively he
understands that process of brand building because Miami’s a glamorous city.
Yes and how important is it that he’s brought things back to football again because obviously that’s what he’s most known for and originally known for and
then he went on to expand with his wife as you say and his family into those
other areas of fashion and grooming and all the rest of it. Is it quite important
for brand Beckham to still be true to his roots if you like? Undoubtedly and I
think what you’re seeing is Beckham going back to that, to start where his
career began and to continue to build that association. But actually I think
Beckham skill has been to know to use football as his foundation stone but
then to expand into these these other areas too and he’s done that incredibly
successfully. Well yes and it’s interesting you talked a little bit
about how the part that his character has played as well and he’s talked about
this idea of owning an MLS team being a dream come true
and to what extent do you think that it’s people need to believe that you’re
passionate in something for it to be successful rather than a kind of cynical
financial need? I think all great brands and all great brand owners are
driven by something more than just profit so when Beckham talks about this
being a connection with his passion and the thing that drove
him and he’s been known for that relentless drive both on and off the
pitch then I think there is an authenticity to that and I think that’s
definitely what he’s using here – his passion and interest in football, I think
goes without saying and I think that’s why it will ultimately be
successful because as much as it’s benefiting him commercially it’s
connecting him back to what he’s known for, back to what he enjoys and as a
consequence I suspect it’ll go on to be incredibly successful.
I mean soccer in the US has only really just started – it’s a great brand move and
it’s a great business move too. And he’s been congratulated hasn’t he in a video
by his wife Victoria and his children but also by a string of famous people
from Serena Williams, Usain Bolt, the New England Patriot quarterback
obviously not so well-known here but very famous in America, Tom Brady,
Will Smith, Jay-Z, Jennifer Lopez. He’s very good at attracting other
big names isn’t he, I mean to what extent does that rub off on him as well? Yes, I mean brands to some extent are defined by the company that they keep and many
of these global celebrities are very conscious that they’re also
global brands in their own right but I think Beckham deserves great credit. Back
in 2008 when he went to LA Galaxy he must have seen this opportunity in the future. He’s worked on that relentlessly. Back in 2014 he announced his intention
to do this, I think by 2020, and it looks like he’s managed to achieve that and he
will be a team owner. But it’ll be interesting to see what the team is
called eventually as well because we know at the moment that they’re using a
working title for the company of Miami Beckham United and it will be
interesting to see you know to what extent the Beckham name is retained in
the team name and no doubt we’ll hear a bit more about that over the coming
weeks and months. Sure we’ll hear plenty about it. Simon Bailey, very interesting to
get your take on things, thanks so much for talking to us tonight.

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