Date:06/10/2004 URL: http://www.thehindu.com/2004/10/06/stories/2004100608741800.htm

Sport - Football

Beckham's real value

MADRID, OCT. 5. The Annual General Meeting of Real Madrid Football Club on Sunday revealed the true value of midfield star David Beckham to the club.

Madrid's income since 2002 has increased notably, from $187 million to an expected $368m for the 2004-05 season.

Of that, almost half (45.6 per cent) $168m — is due to come directly from marketing.

Only $112m will come from club membership and ticket sales.

``The signing of Beckham revolutionised income through marketing,'' said newspaper El Pais on Monday.

If you combine the two fastest growing sectors in the club's financial activities — television coverage and marketing — they jump from $109 in 2002 to an expected $257m for this season.

The vast majority of this will be driven by deals struck with companies such as adidas and Pepsi and through the distribution of images and products made under licence.

In all of these, Beckham is prominent, and his interest to television companies across the world should not be underestimated.

El Pais added it was no wonder that the saying, ``I'll sell the Bernabeu Stadium before I sell Beckham,'' is being attributed to Perez.These figures might also help explain why Perez signed so many English players, a step that had puzzled many Madrid fans. The British media's high-octane voracity for all matters related to Beckham and the English players has served to maintain momentum in marketing sales. — AP