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'Avoiding' paying tax?
Beckham may not pay tax at 75% on salary given to charity. But he has given away 100% of his salary, so how is he 'avoiding' anything?
Viewing it as marketing costs?
Well if tax is at 75% then what he is really foregoing is 25% of his notional salary. While I personally would appreciate that in my pocket, he's got other sources of income which as the article indicates could actually be enhanced by the publicity around this charitable donation.
For instance, the article mentions the merchandising around "Brand Beckham" - which is by no means restricted to soccer (remember him endorsing Police sunglasses? Flashing his own-name underwear?). So long as he can believe his income from those sources goes up by more than the missing 25% (and is preferaby treated as outside France), he's in the money.
You've got to look at it holistically.