Birkbeck Sport Business Centre found that in a survey of 614 Americans, less than half know who David Beckham is. Although, among those familiar with the former England captain, there are many who identified him as a trend-setting, stylish Englishman, more than half know little or nothing about him.
Furthermore, in a market that values allegiance to the Stars and Stripes, Beckham rated weakly when people were asked if they considered him to be a patriotic, caring and faithful family man.

The research found that Americans were more familiar with Victoria Beckham, and that she is presently the most important element of "Brand Beckham" and likely to be more so as the Spice Girls reunion bandwagon gets up to speed.

The Beckhams are set to make Los Angeles their home for the next five years, after David signed to football club LA Galaxy. Although his £125m contract with the team is likely to keep him in loo roll for the foreseeable future, Beckham will still be looking to make more money from endorsement deals....
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