Beckham’s World Cup glow, cheered in stadiums and championed by brands in the United States | OneFootball

David Beckham has been ubiquitous at this World Cup, from adverts to the fascination he holds for Thomas Tuchel’s team.

According to L'Équipe, his history with the tournament had been mixed. In 2022 his Qatar ambassadorship drew fierce criticism in England, and as a player in 1998, 2002 and 2006 he never progressed beyond the quarter-finals.

No personality, not even Lionel Messi, has been pushed harder by brands at this World Cup. On Fox Sports in the United States, cooling breaks can bring three different adverts featuring the former England captain.

He fronts campaigns for McDonalds, Stella Artois, Adidas, Verzion, Lay’s and Bank of America. The 51-year-old, based in Miami since 2020 as co-owner of the local franchise and formerly in Los Angeles from 2007 to 2012 with Galaxy, is a major figure in the United States.

His appeal stretches beyond sport. On 12 June he unveiled his star on the Hollywood Walk of Fame as Tom Cruise praised his hard work and dedication. He then watched United States-Paraguay 4-1 at SoFi Stadium before criss-crossing time zones for Argentina and England matches, where big-screen cameos drew acclaim from Three Lions fans.

Bukayo Saka has called him an icon, while Harry Kane has described him as a role model who led by example rather than shouting. If England were to win the World Cup, Beckham could claim to have been alongside them, a belated reconciliation with a tournament that long brought him disappointment.

Source: L'Équipe