Has adverse publicity affected Beckham's sponsorship potential? Available to Purchase

Global icon David Beckham was alleged by the tabloid media in April 2004 to have had an extra-marital affair. Given his carefully nurtured image as a family man and model father, would the adverse publicity damage that image and affect his lucrative sponsorship endorsements? Research undertaken in the UK by IJSM&S suggests that there has been some negative impact, but it is probably not enough to make him a sponsorship liability. The findings also demonstrate very high levels of prompted and unprompted awareness for his endorsements.