PSG looks the perfect match for 'brand Beckham'

LONDON - David Beckham's move to Paris St Germain (PSG) will give a huge boost to the French club's profile while ensuring that the former England soccer captain remains in the public eye.

Soccer player David Beckham presents his new jersey after a news conference in Paris, Jan 31, 2013. [Photo/Agencies]

Beckham, 37, has been looking for a new team since leaving LA Galaxy in December and moving back to his home city of London with his family. Qatari-backed PSG look the ideal destination for his last hurrah as a player.

The only professional club in Paris, PSG are long on cash and ambition. Founded in 1970, they lack the history that has helped Beckham's former clubs Manchester United, Real Madrid and AC Milan to develop global followings.

"They do need some kind of substance to their aspirations," said Simon Chadwick, professor of sport business strategy at England's Coventry University.

"Beckham is a footballing aristocrat. He has heritage and a track record," he added, saying that Beckham's affable personality would help to draw fans and sponsors to the club.

France lags behind leagues in other major European nations in terms of revenue but the arrival of Beckham should help to promote the domestic game in the run-up to the 2016 European championship which the French will host.

"Sponsors are still keen to be associated with David Beckham," said Adam Bull, senior consultant with the sports business group at Deloitte.

"It's the same case as when he went to LA Galaxy. The status of MLS (Major League Soccer) was enhanced by Beckham and it will be the same for Ligue 1," he added.

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