Certainly not a new topic in this forum, but yet again David Beckham is at the top of his marketing game. Tomorrow (11 June) he makes a rare public appearance in London, at Selfridges on behalf of Emporio Armani.  As Dom mentioned in his post on Becks, he’s a marketing certainty, and I have no doubt that tomorrow’s event will be mobbed.

For me DB is a fantastic sponsorship opportunity.  He’s always been a gifted footballer, and it’s fair to say he’s a bit of a looker too, but he’s certainly not short of company in that bracket.  He has that little something that no-one can quite put their finger on, an aura that surrounds him that makes him appeal to so many different people all over the world.  This is what makes Beckham so unique and has seen him take footballers beyond being just footballers.  He has become his very own brand, but his brand is one that can be so powerful when used in partnership with others, just ask his current sponsors at adidas, Cabo Sao Roque, Coty, Emporio Armani, Motorola and Sharpie.

Armani’s use of Beckham should be admired, as the brand consistently leverages a very strong relationship between the brand and the icon.  Armani’s integrated approach drives consumers affinity with the brand, and importantly offers an emotional experience beyond the ATL campaign. For fans all over the globe the opportunity to meet Beckham is a once in a life time experience and this week some of those fans will get their chance in London.  The experience will also provide a great PR platform to extend the campaign into the all important column inches.

So tomorrow sees the man at Selfridges, and whilst it will be a small duty in the life of David, I’m sure it will provide incredible excitement for those that meet him.  May even help sell a few pairs of pants too.

By Ben Wilkinson on June 10th, 2009

Tags: Advertising, Brand marketing, David Beckham, Experiential marketing, Fashion, Football, Football Sponsorship, Product placement, Public relations, Sales promotion, Sponsorship