Instagram/@davidbeckham
The ultimate superstar has joined hands with the youngsters from Inter Miami CF Academy to endorse the BEEUP snacks brand. With passion in his voice, he states that it is a mutual endeavour to give young athletes natural energy sources.
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In the post, Beckham stood beside a display of BEEUP’s honey-based snacks; owing to his exalted status, nothing could dampen his radiance. The caption mentions children’s health and sports nutrition—a topic to which Beckham has long supported in a youth development program.
However, the mood did not really support the ambiance: the comments degenerated into an awkward mixture of praise, cynicism, and head-on confrontation. One user said, “Any snacks for Palestinian children, Mr. UNICEF ambassador?” An elegant line, yet also a very sharp pointer at Beckham’s good, yet much-contested, role as a UNICEF Goodwill Ambassador in light of the unfolding humanitarian crisis in Gaza.
Another backlash commented, “Using all those black and Hispanic kids to make a buck but refusing to speak up for them and their families while pretending to be some great philanthropist is crazy.” This was a direct jab at Beckham’s alleged political ambivalence and accusations toward his luxuries, including his $85 million Miami mansion in Biscayne Bay.
In contradistinction, defenders of the initiative flooded the comment section: “I recently bought the Bee Up snacks for my kiddos and myself,” admitted a parent. “They are delicious,” said in praise of the health benefits. One more fan cried out, “You are the greatest of all time Beckham and a true inspiration to everyone forever!!!!!!!!”
The association alone makes sense from a strategic point of view: with Beckham co-owning Inter Miami CF, a built-in audience of young athletes and their families is in place. BEEUP, on the other hand, markets itself as a healthy organic snack, thus standing to further promote the soccer academy’s emphasis on health and performance. Contrarily, backlash from the public brings into focus the tightrope led by Beckham-Celebrity Entrepreneur. His social endeavors are always put under scrutiny, with several critics condemning them as commercially minded rather than socially useful.
An amusing tidbit marks how a Nigerian fan hijacked comment sections, nominating free agents for Inter Miami such as Kurt Zouma and Hakim Ziyech. For quite some people, Beckham’s legacy is a lot more in football, eclipsing his endeavors in business.
The post soon started to attract random spam: a long-winded incursion about Chinese political leaders and a Korean phrase describing Beckham as the “holy golden kingdom emperor.” It is really quite embarrassing how Instagram’s algorithm misidentifies valuable noise as genuine engagement.
Beckham never did address the criticism; he chose to go with the more popularly accepted route of allowing his brand to speak on his behalf. How much of a win or loss this partnership will prove in the PR arena or otherwise is largely dependent on whether BEEUP will walk the walk barring anything else. The buzz is loud today—but not every soul is sold on it.
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One thing is for sure: When he posts anything, the reaction is rarely just about the product. In fact, it is a referendum on his character—philanthropist, capitalist, icon, and lightning rod all at once. The Inter Miami collaboration is, on the surface, for snacks; underneath lies the story of Beckham.