David Beckham and other stars pocketed millions of dollars thanks to the World Cup.

New York [US], July 24: Even though he's no longer playing, David Beckham remains one of the biggest beneficiaries of the commercial appeal of the 2026 World Cup.
Each World Cup generates an impact that extends far beyond the realm of football. Beyond the matches on the pitch, the tournament opens up a host of business, advertising, and media opportunities for brands and celebrities with large fan bases.
From retired footballers and international artists to social media influencers, many big names are capitalizing on the World Cup's attention to increase their commercial value. Among them, David Beckham is a notable case, continuing to earn substantial income despite having retired from football many years ago.
David Beckham is still making money even after retiring from football.
According to The Sun , David Beckham is estimated to have earned around £19 million (over $25 million) from advertising deals and commercial campaigns related to the 2026 World Cup. This figure makes the former England captain one of the biggest beneficiaries of the tournament's popularity. After retiring, he continued to develop his personal image in business, fashion, and football, and became the face of many international brands.
According to Goal, Beckham's appeal remains strong thanks to the combination of his on-field fame and off-field lifestyle. Having played for top clubs like Manchester United and Real Madrid, and being an icon of the England national team, his name has become a valuable and enduring commercial asset.
In an analysis published in The Drum , Neil Bennett, Chief Strategy Officer of The Behaviours Agency, argues that Beckham became a unique "marketing asset" at the World Cup due to his exceptional recognition. According to him, brands chose the former England star not only for his football fame but also for his ability to attract diverse audiences globally. However, Forbes also notes that a single figure appearing in too many advertising campaigns can create challenges for brands. Analyst Shann Biglione suggests that viewers may sometimes remember Beckham's image more than the brand behind each advertisement, potentially leading to a fragmented communication effect.
Not only Beckham, but many other stars are also believed to benefit greatly from the hype surrounding the 2026 World Cup. According to The Sun , Shakira is estimated to earn around £15 million (over $20 million), Justin Bieber and Timothee Chalamet around £12 million (over $16 million), while Lisa (Black Pink) and Kim Kardashian could receive around £9 million and £8 million respectively from promotional activities and brand collaborations related to the tournament.
Source: Thanh Nein Newspaper