Although David Beckham may no longer play England football, he was still named the most powerful celebrity in the UK according to Cebra and Milward Brown celebrity research. The research group asked 2,000 consumers in the UK, 100 brands, and 100 celebrities to identify the most powerful celebrity and brand partnership in an effort to explore who has the best potential in the marketplace.
Beckham moved up two spots to take over the number one ranking beating out Kylie Minogue from her former top position which she held tight since the monthly research was started.
Media Development Director for Milward Brown Europe, Mark Husak, stated that even though Beckham now lives in the USA he is an ambassador for football and England which has kept him firmly affixed in the hearts of Brit’s. Husak added that even though Beckham was not a part of the World Cup this past year, he was still a powerful liaison between the players and management.
Beckham shun brilliantly through all of the measures of power of a celebrity including as a positive role model, likeability, buzz, and familiarity. Husak noted that his sensible and outgoing calm persona combed with his great refined image helped to break down many male stereotypes about grooming and sophistication which would make him a great potential match for brands such as Starbucks, Nivea, and Avon.
Sitting below Beckham on the chart was Ant & Dec followed by Kylie Minogue in third, Will Smith in fourth, and Lewis Hamilton in fifth place. The only wag to make the list was Cheryl Cole in eighth place.