Real Madrid ace Cristiano Ronaldo is being backed to become a bigger football icon than David Beckham.
"There is certainly a vacancy for a football central brand right now," said Simon Chadwick, professor of sport business strategy and marketing at Coventry University in England.
"Beckham, because of his age and the stage of his career, has lost it. And Ronaldo is ideally placed to assume the mantle of 'brand Beckham', especially among young kids and teenagers," he told AFP.
With his move to Real, where he will play alongside other big-name new recruits like Kaka and Karim Benzema, Ronaldo is following in the footsteps of Beckham who also left Manchester United for a successful spell at Real.
"He is in a fantastic position. Both clubs are very good at marketing their brand and players and have a huge fan base," said Jamie Wynne-Morgan, managing director of M&C Saatchi Sport and Entertainment.
"He needs to be careful not to be overexposed and make the right strategic decisions, not do lots of little deals," added Wynne-Morgan, whose agency advised on a deal that saw Ronaldo sign up as a "global ambassador" for engine oil company Castrol earlier this year.
Ronaldo however lacks the seemingly stable family life which Beckham, who now plays for Los Angeles Galaxy, enjoys and is often accused of not being a team player, two factors which could decrease his "likeability" factor and appeal to advertisers.
"Beckham was so successful at Real in part because he was seen as playing for the team. I don't think Ronaldo has that. Off field Ronaldo needs to get married, settle down with a nice girl, and start a family," said Chadwick.
