沪江口语资料“绝密版” 免费赠送活动进行中
For 10 years, David Beckham has been PepsiCo’s golden boy, the British soccer star’s global appeal, toned body and relative lack of personal controversy appealed to the drinks company as it did to so many others. But after a decade, Pepsi has called it a day. The move reflects the decision made by Procter & Gamble’s (宝洁公司）Gillette's brand which dropped Beckham in 2007.
Despite his arrival in the U.S 2 years ago in a much hyped deal with Major League Soccer worth up to $250 million, analysts believe Beckham’s star may be on the wane and he may now find it harder to attract new sponsorship.
Marketing experts say he’s no longer a world-class athlete and is therefore less interesting to some companies. They say his sport in the U.S is at the low end of the television ratings, and he is on the backside of his career. Few sporting heroes find that popularity increases as their skills on the fields decline. But Beckham has bucked the trends a little. His popularity is still more than most athletes can boast, and it makes him hard to replace.
And Beckham who has presences on loan to Italy’s AC Milan Club managed to score high on the David Brown’s celebratory influence index. He came just below Tiger Woods and many in marketing believe he could hang on to his marketing presence after his retirement. In the short term, however, it could be the weak global economy which determines this element of his career.
Marketers are cutting back on all kinds of budget and the bottom line may seal his fate more than his soccer skills on the field.
词汇注解：
the wane 日益衰落
2 on the backside of 走下坡路
the trend 抵制了这种趋势
loan 租借
5 cut back on 减少
fate (决定命运）
7.toned body 健美的体形
it a day 停止做某事
炒作