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YOU'VE NEVER AD IT SO GOOD, BECKS; Scandal star cashing in.

Byline: By Keith McLeod

DAVID Beckham's earning power has rocketed since the sex scandal broke.

The England captain's bankability has disproved predictions by media analysts that his brand value would plummet following allegations of adultery by his former personal assistant Rebecca Loos.

It was business as usual yesterday as the Real Madrid star added another endorsement to the 'Becks Inc.' business empire.

Beckham went back to his roots to help launch the new Adidas Beckham Predator Pulse boots.

He showed up at the Sedgewick sports shop in Walthamstow, East London, where his parents bought him his very first football boots in the 1980s.

And the smile shows that all the lurid claims of extra-marital affairs which he has called 'ludicrous' have had no impact on his money-making potential.

In fact, he's laughing all the way to the bank with new deals that confirm he is the highest-paid British advertising star of all time.

The Adidas campaign comes after Becks signed a huge pounds 40million deal to become the new face of Gillette.

The Becks advertising portfolio includes Marks & Spencer, Vodafone and Pepsi and he backed a tidy sum from Police sunglasses.

The endorsement deals have helped Becks and wife Victoria amass a fortune of pounds 65million.

The deal with Gillette could prove to be worth much more than pounds 40million to the sports idol.

Becks will be seen across the USA as part of the Gillette campaign, meaning that he could stir up interest and finally realise his dream of becoming a household name in the States.

Posh and Becks have already tried and failed to break America with a string of high-profile appearances.

He has always had the Midas touch. When he first shaved off his blond locks a few years ago, he managed to remain the face of hair care giant Brylcream.

And when he was sent off in England's game against Argentina in the 1998World Cup he became a hate figure down south.

But advertisers stuck by the player who has earned the nicknamed Golden Balls.

CAPTION(S):

GOLDEN BOY: Beckham yesterday
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Publication:Daily Record (Glasgow, Scotland)
Date:Apr 27, 2004
Words:345
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