David Beckham is well-known to soccer fans for his skill on the field.  He has played for Manchester United, Real Madrid, and most recently, Los Angeles Galaxy. He currently has the highest salary in MLS history.  In 2007, Beckham was listed as by Forbes magazine as Number 15 on its list of most influential celebrities.  Beckham has also gained a significant amount of fame and status as a celebrity by virtue of his marriage to Spice Girl Victoria Beckham, otherwise known as “Posh Spice.”

In addition to his time on the soccer field, Beckham has several endorsement deals including his cologne David Beckham Instinct with Coty.  According to Forbes Magazine, Beckham earns approximately $32 million a year and is one of the highest-earning soccer players.  Beckham earns more from endorsements than any other player in the game.  He has signed deals to be the face of Gillette and Adidas, as well as sell sunglasses for Police, clothes for U.K. retailer Marks & Spencer, soft drinks for Pepsi and mobile phones for Vodafone.

Beckham has also filed a few trademark applications for use on a plethora of goods and services.  A search of the U.S. Patent and Trademark Office Website Database yields three “hits” including:

•    DAVID BECKHAM INSTINCT U.S. Trademark Registration No. 3,184,025 for use on “Bleaching preparations and other substances, namely, powders, gels, tablets, and liquids for laundry use; general purpose cleaning, polishing, scouring and abrasive powders, gels, tablets, and liquids; soaps; perfumery and perfumes; essential oils; cosmetics; hair lotions; dentifrices; eau de cologne; cologne; eau de toilette; scented body spray; after sun block, lotions, creams, gels, milks and balms; pre-shave and after-shave lotions, balm, cologne, creams, gels, milk and moisturising cream; after-shave and after-shaving preparations, namely, lotions, balm, cologne, creams, gels, milk and moisturisers; articles for hair care, namely, shampoos, conditioners, heat protection sprays, hot oil treatments and hair serums; body care products and preparations, namely, moisturizers, waxes, exfoliating treatments, anti-wrinkle creams, skin firming creams, cleansers, toning creams, hand creams, cuticle cream, cuticle conditioners, nail creams, softeners and hardeners, body wash, body scrubs, body gels, body emulsions, body masks, facial scrubs, shower gels, fake tan treatments, anti-spot and anti-blemish treatments, acne treatments, age retardant gel and lotions, anti-aging creams, aromatherapy creams, aromatherapy oils, aromatherapy lotions, baby oil, bathing lotions, beauty creams, beauty lotions, beauty gels, beauty masks, beauty milks, beauty serums, and exfoliant creams; preparations for the hair and body, namely, body and beauty care preparations, exfoliants for the hair and skin, facial cleansers, facial concealers, facial masks, facial scrubs, facial washes, hair bleach, hair decolorants, massage oils and skin emollients; hand lotions and toilet waters; anti-perspirants; deodorants; fragranced anti-perspirants; fragranced deodorants; hair care preparations, hair color, and hair styling preparations; shaving lotions; hair dyes and other cosmetics. car polish and cleaning preparations; non-medicated skin creams and lotions; styling gels, lotions and mousse; fragranced skin care preparations; fragranced body care preparations; fragranced facial moisturizer; fragranced face care preparations” for use in Class 3.   Interestingly, this application was filed pursuant to the Madrid Protocol.
•    THE DAVID BECKHAM ACADEMY + Design U.S. Trademark Application Serial No. 78/584,486 for use on large variety of goods and services, among others, in many classes including perfume, body and hair products in Class 3; key rings and key chains in Class 6; sunglasses and computer and electronic goods in Class 9; jewelry, watches and other goods of precious metal in Class 14; printed matter and paper products in Class 16; bags, wallets and satchels made of leather in Class 18; household and kitchen utensils in Class 21; bed and table linen, towels and curtains in Class 24; clothing in Class 25; toys and games in Class 28; food and beverage products in Classes 29, 30 and 32; entertainment, education and coaching services in Class 41; and restaurant and cafeteria services in Class 43.
•    GO 3 DAVID BECKHAM 3 + Design U.S. Trademark Application Serial No. 77/429,905 for use on pharmaceutical and medical preparations, among other goods, in Class 5 and various food and beverage products in Classes 29, 30 and 32.

The first two marks are owned by Beckham Brand Limited, and the last application is filed on behalf of Go3 Limited.

Beckham is obviously focused on his branding and endorsement efforts.  He has expanded the typical celebrity branding effort of clothing and perfume/cologne into food, home goods, and even restaurant and cafeteria services.  Beckham is renowned for his excellent soccer skills, but it is likely that his success will continue to grow with his celebrity branding efforts.

Aimee Kaplan, the trademark lawyer dedicated to celebrity branding by athletes

Copyright 2008 Aimee Kaplan