Wednesday
Nov142012

Breitling Shows That Global Marketers Still Want To Spend It With David Beckham

By Barry Janoff

November 14, 2012: He may be 37 and nearing the end of an illustrious international soccer career, but there is no doubt that marketers still want to spend it with David Beckham when it comes to reaching consumers around the world.

Beckham, who currently is chasing the 2012 MLS Cup with the Los Angeles Galaxy, has signed a deal with Breitling to be the global spokesman for the company's Transocean Chronograph Unitime world-timer watch.

Financial terms of the deal, described by Breitling as "a long-term partnership," were not disclosed.

The Transocean Chronograph Unitime line ranges from $8,400 and up.

Beckham will appear in a multi-media campaign that includes print, POP and Internet, with social media components on Facebook, YouTube and Twitter. The campaign evokes Breitling's association with aviation through its watches. It was shot on the runway of the Mojave Air & Space Port in California.

Beckham is in the final year of his contract with the Galaxy but has indicated he might not want to retire from active play. The power of his presence was emphasized this past summer when he was a primary spokesman for the London Organizing Committee for the Olympic Games.

Beckham also has endorsement deals with adidas, Burger King, Samsung and H&M, for whom he has appeared in Super Bowl advertising and has a signature clothing line. He earns in excess of $35 million in annual endorsements, according to industry analysts.

According to Beckham, “I’ve always been a long-time admirer of Breitling. As a company they create not only the highest-performance watches but also timeless designs that have inspired generations. It was a natural choice for me to partner with this fantastic brand.”

The Galaxy beat the Seattle Sounders 3-0 in the first game of the MLS Western Conference finals this past Sunday. They have another match on Nov. 18 in Los Angeles, which would decide which club reaches the finals on Dec. 1 against either the Houston Dynamo or D.C. United.

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