Who won the 2026 World Cup?

 Most people will name the team.

Some might mention David Beckham.

10+ sponsorships. 

$25+ million payday. 

Not bad for someone who didn't kick a ball in this year's tournament.

Nicely played, Sir David.

Nicely played.

_________________________

When the dust clears:

For Beckham: He's found a way to sell the same face over and over. Brilliant asset management.

For the Brands: They think they're buying Beckham's credibility, when they're mostly paying to reinforce Beckham's fame. There's a name for it: the Vampire Effect. The celebrity walks away with all the attention, while the brand quietly fades into the background. You remember Beckham. The logo? Not so much.

The Result: An asset stops being distinctive the moment it's rented out to everyone else. If Beckham is selling everything, he isn't a signal anymore. And while he's building Brand Beckham every time his face appears on a screen, the brands (unless they've locked down exclusivity) may just be paying to increase the value of someone else's brand while slowly diluting their own.