David Beckham earns millions more than Shakira thanks to the World Cup

The former England captain appeared in campaigns for at least 11 brands

Spain may have conquered the soccer world, but David Beckham was almost impossible to avoid during the commercial breaks.

More than two decades after his final World Cup appearance as an England player, Beckham emerged as the tournament’s most visible celebrity endorser. The former captain appeared in campaigns for at least 11 brands, including Adidas, Bank of America, Home Depot, Lay’s, McDonald’s, Pepsi, Stella Artois and Verizon.

Marketing estimates placed the value of his World Cup related endorsement activity at approximately $25 million. The figure reflects how valuable his combination of soccer credibility and international recognition remains.

“Brands are willing to spend tens of millions securing celebrities who can instantly grab attention during the commercial breaks because they know they’re reaching an audience of billions,” brand and culture expert Nick Ede said, as per The Sun.

Beckham’s advantage is that he appeals to audiences on both sides of the Atlantic. His history with Manchester United, England and Real Madrid gives him sporting authority, while his ownership role at Inter Miami has strengthened his connection to the American market.

Shakira’s estimated millions

Shakira was another major commercial beneficiary, with Ede estimating her World Cup related value at around $20 million following performances, promotional appearances and renewed interest in her music.

Her association with the tournament has lasted across four editions, making her one of the artists most closely connected with the World Cup. The Colombian singer appeared during the historic final halftime show, performing “Dai Dai” with Burna Boy.

However, Shakira and the other halftime artists didn't receive performance fees from FIFA or Global Citizen.

Madonna, BTS, Justin Bieber, Burna Boy and the other participating musicians performed as part of a charitable production supporting the FIFA Global Citizen Education Fund.

Their financial gains would instead have come indirectly through sponsorships, advertising agreements, streaming increases and the global exposure generated by the tournament.

That distinction matters. Estimates describing Shakira, Bieber or Madonna as earning millions from the World Cup don't mean FIFA handed them those sums for appearing at halftime.

Susan Boyle lands tournament’s most unexpected payday

Susan Boyle provided one of the more surprising celebrity success stories after starring in a comedic World Cup campaign for Scottish soft drink Irn-Bru.

Her estimated £500,000 payday was far smaller than Beckham’s, but the campaign demonstrated how humor and nostalgia could compete with glamorous celebrity endorsements during a crowded advertising period.

“Personality can be just as powerful as celebrity glamour,” Ede said of the campaign.

Kim Kardashian, Lisa of Blackpink and Timothee Chalamet were also estimated to have increased their commercial earnings or brand value through tournament campaigns.

Chalamet worked with Adidas and appeared at the final, while Kardashian promoted her businesses to an enormous sports audience.

“For many stars, appearing in this year’s World Cup campaigns can be just as valuable as starring in a blockbuster film or releasing a hit album because the exposure is truly global,” Ede added.

None matched Beckham’s saturation. He didn't receive a medal in New Jersey, but his repeated appearances made him one of the World Cup’s clearest off-field winners.