Allegations threaten Beckham brand
By CNN's Guy Raz
LONDON, England (CNN) -- The past two weeks have not been easy for British soccer star David Beckham.
Tabloid newspapers in Britain have published allegations that the England captain may not be living up to his squeaky-clean image.
But despite denials from Beckham and his wife Victoria, the "Beckham brand" --worth nearly $400 million -- may suffer as a result.
The soccer star and his wife released a statement calling the claims "absurd" and "unsubstantiated" and have instructed their lawyers to investigate possible legal action. (Full story)
But Professor Ellis Cashmore, a Beckham biographer, said the allegations may not harm Beckham in the eyes of the public.
"I think he was in danger of killing us all with boredom with his sanctimony, you know he is a more perfect than perfect male, the devoting father, the new man, and suddenly we found that he's fallible, he's human."
Beckham, of course denies the allegations.
His wife Victoria, better known as Posh Spice from the pop group "The Spice Girls," is not being portrayed in the British press as the spurned lover, but as the uncaring, absent wife, responsible for her husband's alleged dalliances.
The tabloids in Britain have also published transcripts of sexually explicit text messages, they say, were sent by Beckham to several women. Allegations the Beckhams also deny.
But for the sports star, this accusation is particularly tricky because Beckham endorses Vodafone, Europe's largest mobile phone provider.
Then there is the clothing line, the sunglasses, the computer games ... and his day job as a player for Real Madrid.
The soccer star's deal with the club is worth $50 million over three years and his endorsement contracts exceed $20 million per year.
John Allert, of Interbrand, said: "Well I guess all clubs are looking at him as a very marketable prospect not only for himself but also for potential lucrative components of their own brands.
"I would certainly think that if his appeal was impeded by these allegations, I would certainly guess that Real Madrid would be reassessing the kinds of figures they paid to get him out there in the first place."
On a recent skiing holiday, the couple allowed tender scenes of marital bliss for the cameras.
And on Sunday, Victoria was all smiles when she arrived to watch him play a match. But Beckham's team, Real Madrid, was trounced three-nil. (Full story)
And the team's owners couldn't have been happy with that news either.
