Why David Beckham Became the Face of the World Cup in the US

In the United States, no one sells football quite like David Beckham. During the 2024 World Cup, the former England captain has been impossible to miss. On the pitch, the tournament belongs to stars like Kylian Mbappe, Jude Bellingham, Lamine Yamal, and Lionel Messi. Off the pitch, Beckham has become the face of the World Cup, fronting advertising campaigns for 11 brands ranging from McDonald's and Major League Soccer to Stella Artois, Home Depot, and Bank of America.

If you haven't seen him during one of the many half-time commercial breaks, you've likely spotted him at the United States' opening match in Los Angeles, watching alongside his friend Tom Cruise. Just hours before that match, Beckham became the first professional footballer to receive a star on the Hollywood Walk of Fame, with Cruise once again by his side. More recently, he was seen singing "Wonderwall" and "Hey Jude" as he celebrated Jude Bellingham's two goals against Norway that sent England into the semi-finals.

Broad Appeal Across Demographics

"David speaks to so many different people. I think that's what's unique about him," said Stacy Jones, founder and CEO of the marketing agency Hollywood Branded. "He brings in the female demographic because he is so sexy – but he appeals to men. He's an honest, good, authentic, down-to-earth type of individual. So you don't really get affronted by him." Jones noted that Beckham has achieved something few celebrities manage: moving effortlessly between football, fashion, entertainment, business, and the cult of celebrity.

On Hermosa Beach, south of Los Angeles, hundreds of fans gathered to watch Spain reach the World Cup final at an event organized by LA Galaxy – the club Beckham joined in 2007 from Real Madrid. When asked what comes to mind when they hear the name David Beckham, fans offered quick responses: "Bending it," "His free-kicks," "Victoria Beckham," "Handsome," "The Spice Girls," "The McDonald's advert." One football fan remarked, "David Beckham was a really good player for England, but he's doing too many commercials now." For Megan Hapeman, it's the recent McDonald's advert in which Beckham hopes to receive a cup featuring his own face. Her six-year-old son Oliver proudly said he still has one: "When I got it, I was pretty proud. Because Mommy liked it, I liked it too." That's exactly what brands are buying: Beckham transcends clubs, generations, and even football itself.

Transforming American Soccer

That broad appeal didn't happen by accident. It was built on Beckham's football legacy in America. He remains the player with trademark free-kicks, part of Manchester United's Treble-winning side in 1999, England captain, and one of Real Madrid's original Galácticos. Dan Courtemanche, Major League Soccer's executive vice-president and chief communications officer, said Beckham's influence on the game in America cannot be overstated. "I always tell people he changed the fate of American soccer. Not once, but twice," he said.

When Beckham signed for LA Galaxy 19 years ago, stadiums across Major League Soccer sold out before he had even played a competitive match. The league needed credibility, and he gave it something even broader: mainstream celebrity. Sixteen years later, Beckham helped persuade Argentina icon Lionel Messi to choose Inter Miami over rival offers globally – another moment that transformed MLS, according to Courtemanche. "Lionel Messi decided to make Major League Soccer his league of choice and Inter Miami his club of choice," he added. "Again, it took us to a whole other level." Tom Braun, LA Galaxy's president and chief operating officer, said Beckham's influence has stretched way beyond football. "David's an iconic figure in our sport and our culture," he explained. "He's built a business around his brand and continues to resonate with people."