by Jamie Warren

Created on: July 07, 2007

A cult status and movie star looks are one thing, but in terms of footballing ability, David Beckham is a fading shadow of his former self. In his early thirties,
he is slowing down and is no longer the driving force that he once was in the English Premier league. In Spain, he has become a fringe player and not the dominant catalysis that he once was to Manchester United. Yet, still his popularity is rising. Why? Has this anything to do with football or what he represents as a person. Although, recalled to the England team and lauded for performances of late for Real Madrid, it cannot be ignored that he is untrusted. The England manager, Steve Mclaren saw in Beckam a man whose standards had dropped and who's overriding belief, felt that he should be selected automatically for the National side. For years, the power of his celebrity was deemed to great and to important to be overthrown. Capiello at Real Madrid experienced this same problem, where criticizing Beckham's early season's fitness and performances, he endured a backlash from the player, fans and director. What drives this, we ask? It's simple, Beckham has become bigger than the clubs he plays for. With profits generated from the sale of his merchandise far exceeding all other players, the football club relies upon him to generate wealth and prosperity. Never is this more important, when advertising, the media and sponsors are all looking to invest in football clubs that are able to offer a financial return. This is where the Beckham factor is enormous. By deciding to play in America, Beckham has guaranteed for his club business and marketing investment. The question remains, whether the America media and business world will remain interested in his own legend, once they see him play.

What are they getting for their one hundred and twenty four million dollar investment. Well, he can pass the ball and he's good at taking free kicks. Great? But apart from that, he needs the team as much as they need him. He does not dribble with the ball beating people like Pele or George Best or is able to tackle like a Tony Adams or a Stuart Pearce. Americans will find, that Beckham unlike a quarter back or a pitcher in baseball, does not drive the game or is unable to determine its outcome by the impact of his actions. In many games, they will see he is not the best player on the pitch. This is because soccer is a team sport, meaning that his team-mates are as equally important in determining the outcome of a game as

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