The Becks Effect; American Soccer  

Oleh:

[s.n]

Jenis: Article from Bulletin/Magazine
Dalam koleksi: The Economist (http://search.proquest.com/) vol. 401 no. 8760 (Nov. 2011), page 36.
Topik: Sports Franchises; Professional Soccer; Sports Marketing; Brands; Athletes

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Perpustakaan Pusat (Semanggi) Nomor Panggil: EE29.69 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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If all goes to plan, on Nov 20, 2011 David Beckham will lift the Major League Soccer Cup and provide a storybook ending to his American adventure. The English soccer star has yet to deliver much on-field success, but LA Galaxy, the team that he joined on a record-breaking salary (for America) in 2007, has been dominant this year and enters the final as hot favourite. MLS seems pleased with its investment, and not just because of the 600,000 shirts that Beckham shifted in his first year alone or the record average attendances (7% up on last season) that the league has enjoyed this year. Television viewing figures are rising only slowly from low levels, but Beckham's star power has helped legitimise the league, encouraging other stars to follow (such as Thierry Henry of France) and leading to an influx of investment in new clubs in Seattle, Portland and, in Canada, Toronto and Vancouver.

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