Pau Ingles

The 275 million dollar man



David Beckham's move from Real Madrid to LA Galaxy has been called the biggest sports deal in history. The deal is worth $250 million over five years.

Lots ofsports stars endorse sports products for money, but few have become brands that appeal way beyond the stadium. The two best examples come from half a century ago: Fred Perry and Rene Lacoste were tennischampions who created fashion clothes companies. If David Beckham did the same, moving to the US would help enormously because it's the one big market where his name's not yet mega.

His appeal isobvious with his blond hair, perfect body and winning smile, what some people call "metrosexual". Marketing people say his "key brand values" are "physicality, sexuality, sensitivity and success" Hehas a smooth image that already has huge female appeal in Japan, for example, and which led Gillette to use him as its clean-shaven face.

According to the business magazine, Forbes, the top earningsports star last year was Tiger Woods on ninety million dollars. But Beckham's closing fast by turning himself into what seems like a Hollywood image, aided by his wife, Victoria, who's famous as a popstar.

There's some life in Beckham, the sportsman, yet but much more in Beckham, the image. As they say in the business: "When the legs have gone, the brand plays on"



Part A. ReadingComprehension.

I. Answer the following questions using your own words but taking into account the information in the text. (2 points: 1 point each)

a. Why would moving to the US help DavidBeckham? Because his name isn’t very recognised.

b. What do lots of sports stars do?



II. Are the following statements true (T) or false (F)? Identify the part of the text that supports youranswer. (1.5 point: 0.5 each)

a. According to Forbes, Beckham has now become the top earning sports star. TRUE (According to the business magazine, Forbes, the top earning sports star last year...