Is 'Brand Beckham' going to be dead? | india | Hindustan Times
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Is 'Brand Beckham' going to be dead?

While paying the price for their stardom is something stars can still handle, the loss of it is what they desperately avoid, as with it comes the demise of their 'brand name'.

india Updated: Oct 12, 2006 17:40 IST

While paying the price for their stardom is something stars can still handle, the loss of it is what they desperately avoid, as with it comes the demise of their 'brand name'.

Similar seems to be the case with David Beckham these days, whose 'Brand Beckham' is seemingly fading with the end of his captaincy in England's football team, and losing a place in the national squad.

The footballer has been dropped as the face of Police sunglasses, and replaced by ageing Spanish film star Antonio Banderas.

Sources at 'Police,' which has been paying Beckham 1 million pound a year for the past six years, said he was "less of a commodity" after the World Cup, adding that his card had been marked from the moment England lost out in the quarter finals of the football tournament to Portugal in July.

"The contract was due to end on September 15. But in the months running up to that, there were issues over the World Cup and the resulting fall-out for David," the Daily Mail quoted an insider, as saying.

"The decision to go for a more worldwide-appeal personality came in the light of that," the insider added.

"Antonio was seen as more of an alpha male. The brand was also keen to have a personality which meant more to US audiences. There is no doubt that Beckham has done a lot for Police but it quickly become obvious after the World Cup that he was going to become less of a commodity," the source further added.

But while Beckham is apparently not seen by Police as a strong enough personality to support the brand, the player's spokesman has denied this as the reason behind the termination of the contract.

"The relationship with Police was a successful one but both parties felt that they wanted to move in different directions," said the ex skipper's rep.

Meanwhile, it had been reported last month that Beckham was about to lose his role as the global face of male grooming brand Gillette, but that was flatly denied by his spokesman.

"The contract will not even come up for another year - it's ludicrous to suggest discussions have even taken place to that effect," said Beckham's  spokesman.

Beckham currently has deals with Motorola, Adidas, Gillette and Pepsi. His football academy has separate deals with Volkeswagon, Adidas and Motorola.