Why Beckham was face of World Cup in the US

What the report says

BBC Sport reports that David Beckham has been one of the most visible off-field figures of the 2026 World Cup in the United States, nearly two decades after he moved to Los Angeles saying he wanted to help grow football there. The former England captain has fronted campaigns for 11 brands during the tournament, including McDonald’s, Major League Soccer, Stella Artois, Home Depot and Bank of America.

The article says Beckham has appeared at major World Cup moments away from the pitch, including the United States’ opening match in Los Angeles alongside Tom Cruise, and later celebrating England’s quarter-final win over Norway after Jude Bellingham’s two goals. BBC Sport also notes that Beckham became the first professional footballer to receive a star on the Hollywood Walk of Fame shortly before the opening match.

Marketing executive Stacy Jones told the BBC that Beckham’s appeal crosses sport, fashion, entertainment and celebrity culture. MLS communications chief Dan Courtemanche credited him with changing American soccer’s trajectory twice: first by joining LA Galaxy from Real Madrid in 2007, and later through his role at Inter Miami, where Lionel Messi chose to continue his career.

BBC Sport frames Beckham’s current prominence as the latest stage in a long commercial and sporting relationship with the US. His playing career included Manchester United, Real Madrid, AC Milan, Paris St-Germain and England, but the report argues his broader brand now helps sell the World Cup and football itself to American audiences.