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England might have crashed out of the World Cup, but David Beckham will still take home a trophy after out-playing Cristiano Ronaldo and Lionel Messi, without setting foot on the pitch. The footballer, sidelined with an injury throughout England’s dismal World Cup campaign, has this week topped a global poll of licensing professionals taken by premier licensing trade exhibition, Brand Licensing Europe 2010. The worldwide poll looked at the commercial licensing value of World Cup legends past and present. The research analysed the potential money players can make away from the pitch by licensing their name and image to third parties for use in merchandise, like clothing, toys, games, books and films. A phenomenal 61% of respondents said Beckham had the most commercial licensing value of past World Cup legends, ahead of Brazilian pair, Pele on 28% and Ronaldo on 4%, with feisty Argentine coach, Diego Maradona, on 3%. Amongst the current crop, five players topped the poll despite poor showings in South Africa. Portuguese playboy Cristiano Ronaldo led the way on 37%, followed by Argentine Lionel Messi on 19%, a grumpy Wayne Rooney on 16%, Brazil’s Kaka on 10% and American superstar, Landon Donovan on 7%. Of the English players included, Beckham also outplayed the legendary Bobby Moore on 2%, and surprisingly, 1966 hero Geoff Hurst did not score at all. The survey boasts feedback from a diverse global panel of heavyweight licensing brands across many sectors, including sportswear, retail and FMCG, gaming, toy, automotive and fashion, plus an interesting sample of global media organisations, from newspapers to film, digital and technology brands. Jessica Blue, event director, Brand Licensing Europe 2010 said: “The World Cup is one of the biggest sporting events in the world and its players, their talents and their images have been showcased to a global audience like never before. The way these players license their brands is a vital part of their commercial power both during and after their football career. It will be fascinating to see how this unfolds during the final stages of the tournament and whether the final itself will give birth to a new global star.” Brand Licensing Europe will take place at Olympia between 28 - 30 September 2010. Sports brands are expected from all around the globe, with confirmed exhibitors including: The Football Association, Manchester United, West Ham United FC, FC Barcelona, Juventus, Wembley Stadium, the RFU, NBA, Nike Merchandising, Ultimate Fighting Championship, MotoGP, Renault F1 Team, Dunlop, Slazenger, Everlast, Lonsdale and the FIA World Rally Championship. Full results: Who do you think has the most commercial licensing value from the following list of World Cup 2010 players? * Cristiano Ronaldo – Portugal – 36.9%Lionel Messi – Argentina – 18.7% Wayne Rooney – England – 15.8% Kaka – Brazil – 10.4% Landon Donovan – USA – 7.0% Fernando Torres – Spain – 4.9% Gialugi Buffon – Italy – 1.8% Didier Drogba – Cote d’Ivoire – 1.3% Tim Cahill – Australia – 1.3% Franck Ribery – France – 0.8% Bastian Schweinsteiger – Germany – 0.5% Park Ji-Sung – South Korea – 0.5% Arjen Robben – Holland - 0% Michael Essien – Ghana - 0% Who has the most commercial licensing value from the following list of World Cup legends? * David Beckham – England – 61.0%Pele – Brazil – 28.1% Ronaldo – Brazil – 4.4% Diego Maradona – Argentina – 3.1% Bobby Moore – England – 1.6% Paolo Rossi – Italy – 1.0% Johan Cruyff – Holland – 0.3% Eusebio – Portugal – 0.3% Michael Platini – France – 0.3% Geoff Hurst – England – 0% Franz Beckenbauer – Germany – 0% * Brand Licensing Europe 2010 World Cup Survey, July 2010. 395 respondents. |
