What about people who do marathons/fund raisers e.t.c for charity? Do they not publicise what they do?
People who are running marathons for charity are ordinary people raising perhaps a few hundred pounds. There's too many people running in them to publicise them all.
Beckham is a multi millionaire whose every fart will cause publicity, and no more so than the press conference today which gives him centre stage to say 'What a good soul I am!'.