David Beckham has a unique position in the football world. Through masterful marketing and almost flawless exploitation of his carefully managed image, Beckham has elevated himself above mere football. Even at the age of 37, the former England captain remains by some criteria the biggest star in the game. Lionel Messi and Cristiano Ronaldo are recognised globally for their own reasons, Messi’s almost exclusively relating to the game itself while Ronaldo’s more closely approximate to the building of Brand Beckham.
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