Global icon David Beckham was alleged by the tabloid media in April 2004 to have had an extra-marital affair. Given his carefully nurtured image as a family man and model father, would the adverse publicity damage that image and affect his lucrative sponsorship endorsements? Research undertaken in the UK by IJSM&S suggests that there has been some negative impact, but it is probably not enough to make him a sponsorship liability. The findings also demonstrate very high levels of prompted and unprompted awareness for his endorsements.
Rines, S. (2004), "Has adverse publicity affected Beckham's sponsorship potential?", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 1, pp. 18-26. https://doi.org/10.1108/IJSMS-06-01-2004-B005
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