Branding the World of Sports

David Beckham to buy an MLS franchise

Posted by ZA on March 10, 2009

Saying that he is “passionate” about developing soccer in America; David Beckham announced that he plans to buy an Major League Soccer (MLS) franchise when he retires from playing.  This announcement comes after months of wrangling between Beckham and his MLS team, the Los Angeles Galaxy, about whether he would play a whole season for the Galaxy in 2009.  Apparently Beckham enjoyed his European football renaissance with Real Madrid so much that he wasn’t ready to return to his team in America.

Becks currently flip-flopping aside, it would be a huge plus for MLS to get such a high profile athlete supporting their league.  Even in retirement Beckham is sure to garner a lot of attention (think Mark Cuban, but only 1,000x more) from the media.  That media attention is always key for a burgeoning league like the MLS.  If the MLS is getting featured in People, USA Today and celebrity tabloids next to Beckham, then it should only raise the league’s profile in the United States.

SportBusiness reports that the most likely home of the franchise would be Las Vegas or San Diego.  If I were MLS soccer I would approach Steve Wynn or the Maloff brothers about co-owning a Vegas soccer team with Beckham.  The Maloffs own the NBA’s Sacramento Kings and the coolest hotel in Sin City (the Palm), so the relationship could be a perfect fit.  It could be a pairing (Beckham + Maloffs + Vegas) that could bring a lot of glitz and glitter to the MLS.  Maybe Wayne Newton would agree to be their Public Address announcer.

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