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football icon David Beckham has entered into a multi-year partnership with Bank of AmericaAiming to champion global sports initiatives ahead of the 2026 FIFA World Cup in North America.
The collaboration, first reported by Reuters, sees the former England captain leveraging his influence to further drive interest in the sport across the United States.
Beckham, co-owner of Major League Soccer (MLS) team Inter Miami, has played a key role in raising the profile of soccer in the US, most notably by bringing Lionel Messi to Miami in 2023.
He predicts the World Cup will significantly boost participation in a market he calls a “sleeping giant.”
“It’s the biggest sporting event in the world,” Beckham told Reuters. “I’ve seen a huge increase in support for the game… We know there’s a huge market out there, it’s kind of a sleeping giant.”
For World Cup sponsor Bank of America, the alliance is in line with its strategy of investing in global sporting events.
David Tyrie, the bank’s president of global marketing and digital, said such partnerships enhance its brand, market services and connect with local communities.
“It will be an access point for all customers and prospects, but what it really does for us is it opens up Bank of America’s branding to go far beyond traditional financial categories, and hopefully create emotional connections that will foster loyalty.”
Although the financial specifics of the deal have not been disclosed, Beckham has highlighted the Premier League’s growing fan base, as well as the growing number of MLS teams, stadiums and academies, as indicators of the growing attractiveness of soccer in the US.
He believes the World Cup presents a unique opportunity for growth: “Most owners in MLS see that opportunity (from the World Cup) … to then go to the next level and achieve even more, and to make the game even more popular in their country.”