Beckham to set up football schools in London and LA

by Sam Matthews,, Brand Republic 17-Aug-04, 10:30

LONDON – The Beckhams are extending their brand by creating soccer academies in London and Los Angeles with the help of sports marketing giant Anschutz Entertainment Group.

According to The Sun, the England captain will be the figurehead of the David Beckham Youth Soccer Academies. He will select a team of top coaches and even provide teaching in between seasons.

The Sun also suggested David's wife Victoria would act as an ambassador, promoting the sport to girls and boys.

It is hoped the centres will take off in the US. Football gained a higher profile in America following the Women's World Cup, which was hosted and won by the US team in 1999.

The movie 'Bend it like Beckham' was also a hit across the pond and helped raise Beckham's profile in the US.

If the London and LA centres are a success, other initiatives will be launched in New York, Paris, Sydney and Tokyo.

The centres are part of a big Beckham brand push following the couple's move to Simon Fuller's 19 Management last year. Fuller brought the Spice Girls to fame before they sacked him in 1999 in favour of running the band themselves.

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