Brand Assets

We blogged about David Beckham’s arrival at the LA Galaxy a couple of years ago as an example of how the MLS brand  was really getting a huge boost.  I liken it now to a brand manager acquiring a great brand to add to his portfolio.

Since the end of the MLS season, Beckham has been playing his football in Italy for AC Milan.  As he’s under contract to the Galaxy, they have agreed a loan period with Milan, which is due to end next month when the MLS season re-starts.  Now, however, Beckham wants to stay in Italy.  He’s playing amazingly well, Milan are a huge team and he’s playing on a much bigger stage and at a higher standard.  Now his lawyers are trying to reach a deal with the LA Galaxy to sell him to Milan on a permanent basis.  If that happens, the MLS brand gets a double shot in the guts - first the league loses its prize brand asset and second the image of the league as  second (or third) tier standard gets reinforced.  Let’s return to that brand manager.  Suddenly the brand that’s been driving all the interest in your company and spurring a load of growth is about to be acquired by a rival.  If I was the LA Galaxy (and the MLS too) - I wouldn’t be letting him go under any circumstance.