David Beckham Sands Macao Marina Bay Sands

World-renowned retired soccer celebrity David Beckham (center) watches Manny Pacquiao fight Brandon Rios at the Venetian Macao in November. (Image: Reuters/Tyrone Siu)

It must be nice to be so famous, so adored, that you can pretty much sell anything to anyone for any price. And not that he needs the money with an estimated net worth of $300 million, but such is the situation for iconic retired soccer star and universally recognized hottie David Beckham – a man who’s so high in the celebrity galaxy that he and wife/former Spice Girl Victoria were on the short list to attend Prince William’s wedding, after all.

Branding Sands

Now Beckham seems to have carved a niche for himself as a sort of mercenary promoter for hire, and the latest taker is Las Vegas Sands Corporation, which is making use of Beckham’s charm, good looks and international adoration to promote their casinos in both Singapore and Macau.

While there’s no word on what kind of fee Beckham commands for this kind of thing – which could include anything from being seated front and center at a Manny Pacquiao – Brandon Rios fight at the Venetian Macau to attending a Marina Bay Sands charity event in Singapore – we can imagine he doesn’t work for cheap these days.

Beckham may not really have to do much but show up and get TV coverage, but for Sands, it’s still a good deal. The largest casino operator in Macau is still stymied by mainland Chinese advertising prohibitions, which forbid any casino promotion – or gambling – whatsoever. So Beckham’s videogenic good looks – combined with the huge popularity of soccer in China – are ways to get their four Macau properties more exposure.

“He was involved in our very successful Sands for Singapore community festival. His participation inspired the young people he met with as well as the local charities that benefited from his generosity,” said George Tanasijevich, Marina Bay Sands’ president and chief executive officer.

“[Beckham will help us] as we aggressively explore opportunities to further expand our presence in Asia,” added Sands president and CEO Michael Leven in an issued statement.

Upscale and Debonair Is A Good Fit

Beckham is a natural fit for Sands; with his rugged, yet refined good looks and aura, and name recognition that seems to cross all ages and nationalities, he’s an instant media-grabber at any event. With Marina Bay touting itself as having the world’s largest casino inside a posh integrated resort that includes high-end shopping and restaurants, and the Venetian Macao being promoted as Asia’s largest gaming and entertainment center, a globally recognized name and face like Beckham’s would seem to be a perfect match for their need to be seen and covered regularly and in all media.

On top of all that, Beckham – himself a father of four with wife Victoria – seems to have a natural rapport with kids, which is good for public relations and community feel-good stories.

In November, the superstar met with 100 children at the Venetian Macao, where he posed for photos with them; the kids represented a variety of charitable groups, from the Macau Special Olympics to the Association of Rehabilitation of Drug Abusers of Macau. After the pics, Beckham gave an hour-long interview to an eager press contingent.

Sands Corporation says they also plan to use Beckham to promote their dining and luxury shopping outlets at their various casinos. Beyond that, the company isn’t saying much about how their partnership with Beckham will unfold down the line, and neither is Beckham himself.