First chinks appear in Beckham's ad icon status

By Ben Klayman - Analysis

CHICAGO (Reuters) - David Beckham's image as a global marketing icon may be showing its first cracks, but the English football star remains a strong draw for companies looking to reach a broad audience, analysts said.

Beckham, whose 10-year marketing relationship with PepsiCo recently ended, came to the United States in 2007 in a much-hyped deal with Major League Soccer worth up to $250 million (£164 million). His addition was meant to increase America's affinity for the sport and the league.

"Becks" was already an international star for his play on the field overseas, good looks and marriage to former Spice Girl pop star Victoria "Posh Spice" Adams. But his U.S. tenure has been marred by injury and poor performance by his Los Angeles Galaxy team, and MLS TV ratings remain stagnant.

"He is no longer a world-class athlete, and therefore has become less interesting to some companies," said Stephanus Tekle, senior consultant at global sports marketing consultancy SPORT+MARKT in Cologne, Germany.

Shortly after Beckham, 33, came to America, he split with Procter & Gamble's Gillette brand. Now he may find it even harder to attract new sponsorships.

"You don't build any momentum when your sport's television ratings are at the low end and you're a player that's on the backside of your career," said Bob Williams, chief executive of Burns Entertainment & Sports Marketing, an Evanston, Illinois-based firm.

"There are very few sports endorsers that can weather their play on the field deteriorating over time and still increase in popularity with advertisers," he added.

Some marketing executives note, however, that Beckham's popularity is more than most athletes can boast, making it harder for advertisers to replace him.