Sometimes, maybe once in a generation, an iconic star comes to a budding league at the perfect moment. Like Joe Namath forcing the NFL-AFL merger, like Dr. J forcing the NBA into the limelight, like Pele legitimizing the NASL. For MLS, L.A. Galaxy star David Beckham is that icon.
Despite the 33-year-old Brit spending much of his 2007 debut season in L.A.’s training room, Beckham Year 1 was still a resounding success in their boardroom. They cleared an extra $13 million in revenue before he even played, paying for his $5.5 million salary twice over.
Finally healthy, Beckham Year 2 has been even better.
“Beckham Year 2 is more than we could’ve hoped for, just like Year 1 was more than we could’ve hoped for,” said MLS commissioner Don Garber, whose league was named this Professional Sports League of the Year by the SportsBusiness Journal and SportsBusiness Daily. It was thrust into a global limelight, and Beckham was the single biggest factor.
“The league is far more recognizable here and abroad than it ever was before David, as evidenced by the number of media that cover the league, the number of credentials for Galaxy games, global merchandise sales, the interest from players around the world to come into the league.
“A lot of that started with David. Are we a more valuable league today because of David Beckham? Probably. What’s happened in the last year in terms of international friendlies, Euro rating were upathe sport is catching on in the last 12-18 months in ways I’m not sure we would’ve happened at this point. David’s been a part of that, without a doubt.”
The biggest part.
Granted, Beckham is no Pele; but with the athletic and economic foundations already laid, and Garber expecting MLS to turn a profit in 2010 – Chicago, Colorado Rapids and Toronto joining L.A. and Dallas in the black this year – his arrival may end up having more long-term effect than the Brazilian’s did when he joined the NASL’s Cosmos in 1975.
He earned the nickname Goldenballs for a reason. Beckham’s mere presence drives up ESPN ratings 150 percent; and he puts butts in the seats, to the tune of five-figures in each game.
Last year’s average attendance of 16,770 spiked to 28,035 for Galaxy road games, this year’s average of 16,360 jumping to 27,094; and with 45,000 tickets already sold for Saturday’s high-profile game against the Red Bull at Giants Stadium, that number will climb even higher.
“Aside from the quality on the pitch, which everybody knows is there, what he’s brought to the league is attention. We wouldn’t have the same league without David Beckham,” said Red Bulls all-star striker Juan Pablo Angel, whose first three years at Aston Villa coincided with Beckham’s final seasons at Premier League rival Manchester United.
“His name, his brand, is the most recognized football icon in the world, and he’s done a terrific job for the league in that regard. They’re paying more attention (globally to MLS). All over the world they’re showing the results, the highlights of the league. That’s only going to be good.”
The Galaxy sold an astounding 300,000 Beckham jerseys last year, Garber pointing out “That’s more than Derek Jeter, more than Reggie Bush.” As a matter of fact, that’s more than any athlete on the planet. For perspective, Reebok confirmed that jersey sales for NBA superstars Kobe Bryant and LeBron James were in the 75-80,000 range.
“I think at this point it’s probably around the half-million mark, which is great for us and great for the league,” said Galaxy GM Alexi Lalas. “A major reason is David is healthy and he’s playing. Some of the people are starting to see the substance behind the hype. That’s always been there, but when a player is hurt, it’s hard to see.”
After arriving in L.A. last July from Real Madrid, ankle and knee injuries limited Beckham to just five MLS appearances and two starts over the second half of the season. His first league start didn’t come until the Red Bulls’ thrilling 5-4 win over the Galaxy on Aug. 18, a classic many consider the best game in league history.
The encore is slated for Saturday, but this time Beckham comes in with five goals and seven assists already, the latter total second-most in the league. And his Galaxy have rung up a league-high 34 goals, coming into Saturday with the second-best record in the Western Conference.
“He’s such a powerful presence on and off the field for us. There’s a method to any perceived madness. This is what we expected in terms of the business. In 2008 we’re having a historic year when it comes to the business of the Galaxy. It’s been a wise investment (with) the relevance we’ve attained in a short period of time.”
And with the return on that investment. As far as the business of the Galaxy, Beckham is good business.
Just as he filled the coffers of Manchester United and Real Madrid before _ they’re the world’s two richest clubs _ now the Galaxy have tripled their season-ticket base, increased the average ticket from $20 in 2006 to $38, and signed a $4-5 million-per-year jersey sponsorship deal with Herbalife.
“Even before David Beckham we were a business that made money. Now post-David Beckham we continue to be a business that makes money _ just more than we made in the past,” Lalas said. “I’m responsible to Mr. (Phil) Anschutz to increase the value of the Galaxy, and we’ve done that.”
Anschutz founded AEG, the entertainment company that built the Staples Center in L.A., the Prudential Center in Newark, owns a share of the Lakers and the Galaxy.
At one point AEG CEO Tim Leiweke had predicted to the Post “David Beckham will have a greater impact on soccer in America than any athlete has ever had on a sport globally. David is the only individual that can build the bridge between soccer in America and the rest of the world.”
That prediction is looking better by the day.