Gareth Bale, who has just completed his (£86m/€100m/$130m) move from Tottenham to Real Madrid is quoted (Marketing Week) as being one of the most marketable sportsmen because of the fact that he doesn’t drink alcohol. Currently he outscores the current club’s star, Cristiano Ronaldo in terms of marketability and trust. I.e. far less likely to see Bale fall out of a nightclub in the early hours or be compromised by a drinking spree. As a result his appeal to marketers is likely to increase greatly as the likes of Audi, Coca Cola and Emirates (current sponsors of Real Madrid), tap into Bale’s home loving, clean living lifestyle.