Becks's advert hat-trick

Yes, he missed a penalty and at the final whistle there was a tear in his eye, but for Brand Beckham it was yet another winning performance. Advertising industry analysts today estimated that the England captain earned up to £750,000 from a hat-trick of TV commercials that appeared in the space of two minutes during his team's opening Euro 2004 clash.

Beckham appeared in ads for Pepsi,

adidas and Gillette, which were screened while England were leading France 1-0 at half-time. They were seen by 21 million viewers at home and a further seven million people in pubs and clubs over Britain.

The three multi-national companies were among 19 advertisers that paid up to £300,000 per 30-second slot before, during and after ITV's coverage of the game, say industry insiders. The normal cost of commercials on a Sunday night is closer to £70,000.

Beckham's adidas deal is said to be worth £8 million. This spring he signed a three-year deal with Gillette reported to be worth £40 million, while Pepsi paid him £1 million for its commercial.

Although not all Beckham's payments relate to Euro 2004, or a single game in the competition, it was the flagship moment for those sponsorship deals, say experts. Paul Gidley, account director of advertising agency Universal McCann, said: "Major football competitions are key moments in the development of footballers as brands.

"These are the moments the sponsors have paid for. It is the moment when he stops being a global celebrity and becomes a global hero that he starts really earning his fees.

"It was a massive audience for a massive event. Beckham contributed fully to the drama. And it's not as if we have been knocked out of the tournament. If we survive this round, there will be more pay days ahead."

Beckham's earnings from sponsorships far outstrip his football pay. He, like the rest of the team, will receive £109,000 for representing England in Portugal, plus a bonus of £200,000 each if they win it.

Advertising analysts say Beckham's appearances make him the first star to appear in three commercials during one advert break.

James Burgess, managing director of media strategy agency Klondike, said: "It is possible but highly unusual for the same person to appear in perhaps two commercials.

But that would probably be voiceovers or cameo roles during afternoon television. To appear in three major campaigns during one break in an event of such magnitude is unheard of."

Industry insiders estimate that ITV sold nearly £6million of advertising during the match - five per cent of its normal monthly income.