Bellingham could be bigger than Beckham: England star’s brand on track to become one of most valuable in world sport as he cashes in on multi-million-pound sponsorship deals after World Cup
Daily Mail
Mark Borkowski, one of Britain’s best-known PR gurus, said: ‘Jude Bellingham could become a greater athlete than David Beckham. Whether he becomes a bigger brand is a much higher bar.
‘Beckham’s brand was built on extraordinary forces converging at exactly the right time. No footballer had ever occupied quite that intersection of sport, fashion, music and celebrity.’
More lucrative agreements are expected to follow after his World Cup heroics, which have included six goals and a string of match-winning performances.
Industry experts believe the United States could become his most lucrative market, because Americans love his self-confidence.
Mr Borkowski believes Bellingham has demonstrated his value both on and off the pitch.
Mr Borkowski said the footballer had shown himself to be a ‘decent human being’ and the authentic role model brands are desperate to be associated with.
‘That comes from somebody being incredibly human and decent,’ he said of his behaviour.
‘There are plenty of examples of people ignoring mascots, ignoring journalists, ignoring fans. Messi has this bodyguard that surrounds him and stops them. But Bellingham is very open. And that’s what he and his team will be thinking about – it’s not just what you do on the field,’ he told The Times.
US football finance expert Roger Bennett has said Americans have embraced Bellingham – and his confidence.
He told the Financial Times: ‘His mentality is so rare for an Englishman – he actually has an American mentality.
‘He sees himself as a winner and is willing to talk about himself that way with a cocksure confidence that many English people have a difficult relationship with but Americans love.’