June 3 – Two global spheres collided at the UEFA Champions League Final in Munich as A-List celebrities flocked to the German city to watch the pinnacle of club football in Europe.
Among them, Tom Cruise and David Beckham commanded attention from the cameras as part of the “Beckham & Friends Live” broadcast, delivering star power that transcended traditional sports coverage.
Paramount+ provided the platform for fans of football and entertainment to enjoy an alternative match-watching experience. Beckham hosted the show from the Allianz Arena, joined by Tom Cruise, NFL wide receiver Odell Beckham Jr., and Kate Scott, host of the UEFA Champions League pre-and-post-game shows for various networks.
The show offered behind-the-scenes access with stories, conversations, and unscripted reactions from the match. While this wasn’t content designed for purists seeking technical and tactical analysis, according to UEFA and Paramount+, the format delivered results.
Both organisations successfully extended their reach to hardcore and casual fans alike, with the Sports Business Journal noting that “the earned media value of Cruise’s appearance likely exceeded what Paramount+ or UEFA could have paid for in a traditional campaign.”
The financial impact of pairing these two entertainment titans cannot be overstated. Beckham maintains a net worth of $450 million, with his business ventures reporting $36.2 million in pre-tax profits in 2024 — nearly doubling income from the previous year.
Meanwhile, Cruise commands a $600 million net worth and remains one of Hollywood’s highest-paid actors, with his films generating over $12 billion at the global box office.
Every moment they appeared on screen together provided free global advertising for their respective sponsors and partners — Adidas (Beckham’s sponsor), Paramount Pictures (Cruise’s studio), and UEFA itself.
The production generated numerous viral clips across social media platforms, amplifying the reach far beyond the initial broadcast audience. This organic content multiplication represents the modern media landscape where celebrity appearances can deliver exponential returns on investment through user-generated sharing and engagement.
The success of “Beckham & Friends” raises questions about the format’s longevity. Will this concept develop staying power as a regular Paramount+ offering, or will it remain limited to the latter stages of major competitions.
Contact the writer of this story, Nick Webster, at moc.l1749093860labto1749093860ofdlr1749093860owedi1749093860sni@r1749093860etsbe1749093860w.kci1749093860n1749093860