【视听财经堂】No. 221 百事可乐停止续用贝克汉姆

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For 10 years, David Beckham has been PepsiCo’s golden boy, the British soccer star’s [-----1-----] appealed to the drinks company as it did to so many others. But after a decade, Pepsi has [-----2-----]. The move reflects the decision made by Procter & Gamble’s (宝洁公司）Gillette's brand which dropped Beckham in 2007.

Despite his arrival in the U.S 2 years ago [-----3-----] Major League Soccer worth up to $250 million, analysts believe Beckham’s star may be on the wane and he may now find it harder to attract new sponsorship.

Marketing experts say he’s no longer a world-class athlete and is therefore less interesting to some companies. They say his sport in the U.S is at the low end of the television ratings, and he is on the backside of his career. Few sporting heroes find that popularity increases as their skills on the fields decline. But Beckham has bucked the trends a little. [-----4-----], and it makes him hard to replace.

And Beckham who has presences on loan to Italy’s AC Milan Club managed to score high on the David Brown’s celebratory influence index. He came just below Tiger Woods and many in marketing believe [-----5-----] after his retirement. In the short term, however, it could be the weak global economy which determines this element of his career.

Marketers are cutting back on all kinds of budget and the bottom line may seal his fate more than his soccer skills on the field.

1. on the wane: 日益衰落
2 on the backside of : 走下坡路
3. buck the trend 抵制了这种趋势
4.on loan 租借
5 cut back on 减少
6. seal fate (决定命运）
参考答案：

1．global appeal, toned body and relative lack of personal controversy （toned body 健美的体形）
2． called it a day ( call it a day 停止做某事）
3． in a much hyped deal with （hyped 炒作）
4． His popularity is still more than most athletes can boast

5． he could hang on to his marketing presence （ hang on to 紧紧抓住）

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