2/29/08

Beckham in Korea

Soccer superstar David Beckham has come to Korea, offering a prize opportunity for companies that employ him to promote their products. But the main reason is that his team, Los Angeles Galaxy, will have a friendship match with FC Seoul. Adidas is the most aggressive in using Beckham for marketing, having signed a lifetime sponsorship contract with him for a reported 100 million pounds. Adidas will host an event where Beckham meets Korean fans and is setting up a photo wall with 2,008 pictures in Cheonggye Square in central Seoul.

Motorola will unveil its global model RAZR Squared to coincide with Beckham's stay in Korea. The player, who recently became a brand ambassador for the company, will introduce the new product himself and have his photos taken with Korean fans at the event.

Direct-sale company Herbal Life, an official sponsor of LA Galaxy, is giving away tickets to the friendship game and practice sessions to members in cooperation with online community "I Love Soccer."

Beckham is as popular as ever, even though LA Galaxy is hardly in the same league as Real Madrid.

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