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Yahoo! signs up Becks as footie pundit

World! Cup! Marketing! Yay! etc

The smart choice: opportunity from uncertainty

David Beckham has signed up with Yahoo! as a pundit, commenting on the upcoming World Cup as well as the upcoming 2010/11 football season.

As a "global football ambassador" the former Man Utd and Real Madrid star will also feature in Yahoo's marketing campaigns.

Cynics might say that Yahoo is inviting unfavourable comparison in linking up with Becks who, much like the internet firm, enjoyed his glory days at the turn of the century - although he does remain marketing catnip*.

The partnership between Yahoo! and Beckham consists of three main components: a David Beckham channel within Yahoo! Sport’s coverage of the World Cup, where Beckham will "share his thoughts and his experience on playing and scoring in three consecutive tournaments"; an opportunity for fans to ask Beckham questions via various Yahoo! channels, including Yahoo! Answers, Y!Mail and Y!Messenger; and Beckham's participation in the Yahoo! marketing campaigns this summer.

Having played both in the US (LA Galaxy) and England, Beckham would be the obvious pundit to comment on Saturday's key game between the two sides. The exclusive Yahoo! arrangement represents a good way to kickstart the partnership. Neither party has disclosed the value of the contract.

Yahoo! recently secured the exclusive rights to screen English Premier League games highlights online over the next three seasons, starting 2010/11. ®

* A Star Wars-themed Adidas commercial, featuring David Beckham and Snoop Dogg, neatly illustrates Beck's enduring commercial appeal.

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