In a study by Burton & Chadwick (2008) assessing the nature of football player brands, seven key characteristics of athlete brands were identified (TOPSTAR), explaining the success of David Beckham’s commercial activities, and suggesting Ronaldo as his most logical successor. Here we’ll take those findings a step further, and assess Ronaldo’s brand a bit more deeply.
The seven variables identified with the Burton/Chadwick study can be shortened to the mnemonic TOPSTAR; from Professor Chadwick’s Daily Sport Thought blog, the variables in short:
Team – the team(s) that a player plays for or has played for; the associations a player has with a particular team; the profile, reputation and success of the team; the player’s role within the team;
Off-field – where the player lives; who the player socialises with and where; who the player is married to or is dating; the type of house the player lives in, the car they drive, the clothes they wear;
Physical characteristics, mentality and values – the facial appearance and physique of the player; other distinguishing features such as hairstyle, tattoos etc.; the way a players thinks and the views they hold;
Success – the player’s on-field record; the number of trophies, medals and prizes the player has won; the winning teams and games in which the player has been involved;
Transferability – the extent to which the player appeals to males and females, young and old, followers and non-followers of football; the extent to which the player and their image are culturally and geographically transferable; language(s) spoken;
Age – the stage at which a player is in their career; viewed in product life-cycle terms, this will have an impact on the profile, characteristics and longevity of the brand as well as influencing how the brand is managed;
Reputation - the player’s reputation as footballer; style of play; disciplinary record; the player’s reputation outside of football; way the player deals with public and media attention.
From Ronaldo’s perspective, the seven variables in question are rather telling in outlining the success of his brand thus far, and the areas he still trails Becks in leveraging his commercial worth.
Team: Ronaldo, in joining Real Madrid this year, moves from one of the world’s most famous and successful clubs, to another of the top draws in international football, following in the footsteps of Beckham and a select few others. Though a polarizing figure on the pitch, either loved or despised, Ronaldo has largely been an idol at Old Trafford, is Portugal’s leading light, and begins life at the Bernabeu as a legend in the making.
Off-field: Outside of football, Ronaldo’s brand pales in comparison to Beckham’s more mature, manicured image. Whilst Beckham is seen and portrayed as a loving family man, a cultural and fashion icon, and an international ambassador or football, the Portuguese star’s image is much less refined. Writing off a crashed Ferrari, being romantically-linked to Paris Hilton, and generally enjoying the life of a footballer, Ronaldo has yet to foster the same marketable image as Beckham. Given his age, and the potential value of his brand, however, there should be little cause for concern long-term.
Physical characteristics, mentality and values: Both a major strength and significant shortcoming of the Ronaldo brand. Like Beckham, Ronaldo is known for his physical appearance, and rivals the Englishman in good looks and style; however, his mentality and values contrast Beckham’s, with his arrogance, self-confidence, and at times selfish play overshadowing more favourable traits. Beckham, meanwhile, is respected for his work ethic and team-play, as well as his highly prominent family life and ambitions of working with children.
Success: In his time with United, Ronaldo established himself as one of the top players in the world, winning trophies with Manchester, player of the year awards, and generally drawing accolades throughout football for his play and influence in United’s on-field success. Without a doubt, one of the strengths of the Ronaldo brand.
Transferability: Is there where Beckham, as much if not more than any other athlete brand, differentiates himself? Few, if any, athletes can compare to Beckham's ability to transcend demographics, psychographics, geographics... really any-graphics. Beckham's appeal in Asia, and marketing value to both Manchester United and Real Madrid was undeniable; his foray into America, although not a resounding success, has in many ways opened the door for football and brought considerable attention to the sport, without crippling the finances of the league in the same way the North American Soccer League's influx of stars did in the 1970s and 80s.
Ronaldo, by contrast, is something of an unknown in this respect. Real Madrid's marketing surrounding the mercurial star, and projected shirt sales figures point to a successful partnership to date. However, as I mentioned earlier, Ronaldo is a polarizing figure, more often hated than loved. While Beckham's family values, work ethic, and media friendliness have proven highly lucrative for the brand, Ronaldo's public personality and on-field behaviour has been considerably less endearing. Consider him more Cantona than Beckham...
Age: For all of the issues Ronaldo may encounter in challenging Brand Beckham, and the areas in need of improvement, his age and relevance as both an athlete and a public figure are firmly in his favour. Still only entering his prime and already one of the best players of his generation, and indeed a generation-defining player in Portugal, Ronaldo has time on his side.
Reputation: Much like Beckham in his early years, Ronaldo's reputation is somewhat suspect and presents one of his biggest hurdles. Becks faced serious criticism and skepticism throughout his time with United, and again of late with the LA Galaxy; disciplinary issues with England, conflicts with United manager Sir Alex Ferguson, and questions over his focus on football were at one time serious concerns for the England international.
By comparison, Ronaldo's on-field petulance, perceived arrogance and at time unsporting play have too undermined the player's abilities and marketing value. Sir Alex was largely able to control the young star, and smoothed over relations within the dressing room following the now-famous 2006 World Cup incident with teammate Wayne Rooney, but nevertheless, Ronaldo's reputation is in need of repair in order to maximize his potential.
Ultimately, based on these seven key traits of football player brands, Christiano Ronaldo trails David Beckham by some distance, though there is certainly cause for optimism. Brand Beckham, in its early days, encountered many of the same issues that now face Ronaldo, though by the time Becks had arrived in Spain, his brand was largely solidified. It remains to be seen how well managed Ronaldo will be in the coming years, and to what extent his and Madrid's marketing teams succeed in leveraging the talent, physique, looks, and marketability in the coming years.
1 comment:
thanks for the share, I love ronaldo so much
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