Today is B-Day. Posh and Becks will land at LAX airport later when, as Sports Illustrated puts it, the “Beckhamization of America” will go into overdrive.
Beckham’s impact on the perceptions of sports stars in Europe has been immense. He has managed to combine his legendary reputation on-the-field with a slick public image off-the-field thrusting him to iconic status in popular culture for the last decade.
He has arguably done more to change the perceptions of what a sports star should be, what they should wear, and how they should behave, than anyone else in recent times.
He is of course not gay, and there has never been even so much of a hint or a rumor that he might be, but that doesn’t seem to matter.
I am not saying that showing an effeminate side or displaying his metrosexuality, as he did when he famously stepped out in a sarong, is necessary to appeal to gay men. Most gay men do not conform to this type of stereotype, but he has done a great deal to crush the traditional “macho” image of sport in Britain
He has also maintained a gay fan base with his friendship with a number of prominent gay celebrities, not least Sir Elton John, his ground-breaking appearance on the front of Attitude in 2002, his Calvin Klein adverts, and being comfortable with his status as a so-called “gay icon”.
What has this got to do with gay and lesbian communications? Well as much as he appears to be genuinely comfortable with his sexuality and his gay following, he has made a deliberate effort to court this fan base.
He and his PR team have clearly recognized the powerful, loyal and largely untapped (in the world of sport) market of gay fans.
They have cleverly maintained this appealing image without clumsy efforts to appeal to gay men like spreading whispers that he might be gay or associating him with any gay clichés.
He has also done this without impacting on his universal image to a universal fan base of traditional sports fans (straight and gay), families, youngsters, and women.
It will be interesting to see if he can pull-off this same effect in his American adventure. There are signs that this may be happening. While he is only just becoming widely known in the US my gay friends over here have been talking about him for years. I’m also sure that the latest editions of Sports Illustrated and W Magazine will see a surge in gay readership.
I would argue that this appeal is not just because of his looks or even his style, but also his genuinely gay-friendly metrosexual image, which may also do something to change the perceptions of sport in this country as the preserve of jocks and macho rivalry.
There are also lessons here for any brand. Brand Beckham has created a universal appeal beyond traditional stereotypes. He has clearly made a deliberate and open attempt to appeal to gay men, without resorting to clichés and without impacting on his mainstream family fan base.
Companies seeking to tap into the gay market can learn from his marketing strategy. Be bold, do not be apologetic and do so without relying on stereotypical views of what appeals to gay men.
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