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Despite no longer playing football in England, David Beckham was today named the UK’s most powerful celebrity in the latest Millward Brown celebrity and brand (Cebra) research. The Cebra research now includes a measure of marketability alongside familiarity, affinity, media attention. The study aims to help marketers and media agencies identify celebrities and brand partnerships with the greatest marketplace potential.
Beckham moves up two places in the ranking, booting out pop star Kylie Minogue from the number one position she has held since the research was first conducted in March this year. “Although living in the USA, Beckham is still an ambassador for England and football which keeps him firmly in the hearts and minds of British people. Despite not playing football during this year’s World Cup, his role as a liaison between management and the players was clearly well received,” says Mark Husak, Media Development Director, Millward Brown Europe.
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