Let the sponsorships begin

Get used to the Adidas logo - you're going to see it whenever you see the Galaxy (that's L.A.'s soccer team in case you're still wondering). Now that David Beckham is on board, expect the apparel maker to cut a sponsorship deal of some sort with the team (Beckham already gets $10 million a year through a separate arrangement with Adidas). The Adidas name, for openers, will be more prominently displayed on uniforms than the current smallish logo, according to Ad Age. "I expect in the near future a substantial agreement on a sponsorship for the Galaxy jersey," said AEG's Tim Leiweke. "Obviously, the value of our jersey becomes more equivalent with the rest of the soccer brands around the world."

When Beckham first joined Real Madrid three years ago, sales of team merchandise went up 67 percent over the previous year. OK, but this is the U.S., where the Home Depot Center only holds 27,000. Do all those dollars really pencil out? One sponsor to watch is Gillette, which has an option coming up on Beckham's contract this summer. If Gillette extends the deal, reports Ad Age, he would be getting lots more money - $5 million-$6 million a year - than under the current agreement. That's more than what Gillette pays for the naming rights at Gillette Stadium in Foxboro, Mass., where the other kind of football is played. The question is whether Beckham, who plays what is still considered a minor sport in the U.S., will be worth it.