David Beckham signs multi-year deal with Bank of America to promote global sports programs ahead of the 2026 FIFA World Cup in North America.
NEW YORK: Former England football captain David Beckham has signed a multi-year partnership with Bank of America to promote global sports programs ahead of the 2026 FIFA World Cup.
The British champion co-owns Major League Soccer team Inter Miami and significantly boosted football’s popularity in the United States during his playing career.
Beckham further increased the sport’s profile by bringing Argentine superstar Lionel Messi to Miami in 2023.
He expects the upcoming World Cup to generate even more football interest in the US market where viewership has traditionally lagged behind other sports.
“It is the biggest sporting competition in the world,” Beckham told Reuters.
“I’ve seen a huge uplift in the support for the game… we know that there’s a huge market there, it’s kind of a sleeping giant.”
The World Cup begins in June 2026 and is sponsored by Bank of America.
The deals with FIFA and Beckham align with the bank’s strategy of investing in global sports events to enhance its brand.
David Tyrie, Bank of America’s president of global marketing and digital, said these partnerships help market services and engage with local communities.
“It’ll be an access point for clients and prospects across the board, but what this really does for us is it opens Bank of America’s branding to go far beyond traditional financial categories,” Tyrie explained.
The parties did not disclose financial details about their partnership agreement.
Beckham pointed to the growing number of MLS teams, stadiums and training academies as evidence of football’s rising popularity in the United States.
He also noted the increasing number of Premier League fans in the country.
“The majority of owners within the MLS see that opportunity (from the World Cup)… to then push on to the next level and to achieve even more, and make this game more popular in their country,” Beckham said.
The football legend was knighted by King Charles earlier this month. – Reuters
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