English football star, David Beckham, knows how to be in the news for the right reasons. Beckham said he will donate the wages earned during his five months contract to a children's charity in Paris. The former England captain has signed a short term contract with the big spending french club, Paris saint Germain (PSG), ahead of the transfer deadline on Thursday January 31st, 2013.
"It's something exciting and something I'm not sure has been done before." He told CNN reporter.
The 37 years old, who is in the twilight of his career, may have evoked public goodwill by his decision to reach children of Paris. What a smart way to draw attention to himself and to what the Beckham brand represent in the mind of people across the world.
Beckham is more than just a football player. He's a remarkable role model for good works and charity; especially for children around the world.
"It's simply a very nice piece of short term alignment that will be mutually beneficial to both parties." Sports business expert, Simon Chadwick, told CNN.
Beckham is one of the world's most recognizable name, both for his football prowess and numerous off-pitch endorsement deals. And his pulling power could provide a valuable income stream for PSG.
"I think it's very difficult to quantify." Chadwick said, "He's now really in his twilight years, we don't know what part he'll play in the team; we don't know how he'll be used for commercial purpose..." But one thing I know is the French public will respond well. And international fans will be engaged enough to consume the alliance of PSG/ Beckham brand. We'll soon see spark off activities such as increases in ticket sales, advertising endorsements and increase in financial sponsorships.
Beckham quite understand the benefit of giving back to society, especially to the environment where he ply his trade. It's a good marketing strategy by trying to pull Paris football fans to himself. That will surely increase support for the PSG team.