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FoodBev Media
1 August 2008
Pepsi could sign Beckham to front water brand
*According to reports, PepsiCo is looking for an appropriate health brand in its portfolio for global football star David Beckham to promote as an incentive for him to renew his €2.5 million ($3.9 million) sponsorship contract. *
Some industry observers have speculated that Beckham could soon be launching a range of bottled water for the company if he is persuaded to extend his association with the company, which expires at the end of the year. Having been the face of PepsiCo for more than a decade, Beckham’s relationship is one of the longest running celebrity endorsements for the soft drinks company.
Rumours are rife about what name could be chosen for the bottled water if a deal materialises, with some analysts suggesting it could be called H23O, after his famous 23 shirt number.
“David is keen to go down the healthy route to keep in with his sporty image. And Pepsi is desperate to keep him. So who knows?” the source added.
A more health orientated product endorsement will please UK based consumer watchdog publication Which? magazine which strongly criticised Beckham for promoting sugary carbonated soft drinks after he starred in an advert for Pepsi’s social networking site, pepsiyouniverse.com.