KRT Wire | 01/11/2007 | Beckham brings marketing power to U.S. soccer

KRT Wire 01/11/2007 Beckham brings marketing power to U.S. soccer: "To understand the marketing and merchandising potential David Beckham brings to the Galaxy and Major League Soccer, consider his first hours with his previous club, Real Madrid.

Grupo Sanitas, a Spanish insurance company, spent $400,000 to sponsor Beckham's initial physical exam at Real, an event that was televised live by 39 networks worldwide.

In signing the 31-year-old midfielder, the Galaxy and Major League Soccer acquired a global brand that immediately lifts the league's credibility with Corporate America and its profile around the world."