Sponsors stand by troubled Beckham

David Beckham’s string of lucrative sponsorship deals seem safe for the moment despite allegations that he had a fling with a personal assistant.

Most companies linked to Beckham declined to comment today on whether the claims that he had a relationship with 26-year-old Rebecca Loos put the future of the deals in jeopardy.

Mobile phone giant Vodafone said: “It is a private matter for David Beckham to deal with.”

Soft drinks giant Pepsi refused to be drawn.

Beckham signed an extension to the multi-million pound sponsorship deal with German sportswear manufacturer Adidas last month.

A company spokesman dismissed any talk the allegations would impact on their relationship with the Real Madrid star as “silly”.

High street chain Marks & Spencer, which has worked with Beckham on a range of children’s wear, were quick to back the star.

Asked whether the allegations would have an effect on the deal, a spokeswoman said simply: “No, none whatsoever.”

Chances of the claims impacting on Beckham’s earnings were also questioned by one brand expert.

Stephen Cheliotis, from Superbrands, an independent authority on brands, said: “The reality is that Beckham is probably still the most bankable celebrity in the UK and one of the most popular.

“He is seen as a hard-working family man who hasn’t been in the sort of trouble some of his peers have.

“A lot more would have to come out to have a long-term impact on his image.

“He will still be one of the first people brands want to associate themselves with.

“A bit of bad publicity in his case could even be a good thing because he has this image of hardly putting a foot wrong.

“A lot will depend on whether the public trust Beckham more than the media, and I think they are more likely to side with Beckham.”