Becks in LaLa Land - it's the perfect fit, but it ain't about sport

Money rules in LaLa land - it'll even get you off a murder rap if you've enough of it or, more innocently, you can buy yourself a bit of vicarious celebrity. Timothy Leiweke, modestly described in AEG (his own company's) press release as 'One of today's true leaders in the professional sports and entertainment industry,' is enjoying the fifteen minutes of fame that has come to him when he announced that David Beckham would move to his 'soccer' team LA Galaxy. It obviously takes somebody of Mr Leiweke's skills to spot the opportunity presented by Becks who, he believes, 'will have a greater impact on soccer in America than any athlete has ever had on a sport globally'. Well we shall see!

It's the men in the bleachers who call the tune in US Sports
The average Football (American style) or Baseball game will fill very big stadia indeed - and even college Football games can attract crowds of 90,000 to the Los Angeles Coliseum. The 'bleachers' (or terraces) will be packed tight with those for whom 'Sports' means American Football, Baseball, Ice Hockey and Basketball (and for whom Motorsport means NASCAR, not Formula one). That's the US for you - they play sports which nobody else plays and have successfully resisted the world game of soccer for more than thirty years. True there are the 'soccer mums' and their enthusiastic teenage sons (and increasingly daughters) who might take note that Becks is in town. But most Americans don't even know Major League Soccer (MLS) exists and Beckham's hope that his presence in it will '…take it to a new level… higher than anyone can believe' is I'm afraid, wishful thinking. Why would Becks succeed where Pele, Beckenbauer, Eusebio, George Best, Johann Cruyff, and Bobby Moore failed?

Soccer needs the TV networks
Season ticket sales at LA Galaxy have surged - and no doubt Mr. Leiweke will initially see some return on his massive investment in brand Beckham. But for his hope that Beckham's very presence in MLS will be the breakthrough for soccer in the US to become a reality you have to get through to the men on the bleachers. It has happened before with the growth of NASCAR - now the second most popular professional sport in terms of television ratings inside the U.S. But there is one essential difference between Soccer and NASCAR. NASCAR is male, blue collar and macho. Soccer is female, white collar and a bit 'girly'. The TV networks show little or no soccer and unless MLS is carried either on the major networks or on ESPN on a regular basis it will not achieve lift off. And it won't be on the networks if the game doesn't appeal to the rednecks.

Brand Beckham has real potential for the California dreamers
Whilst the hope that David Beckham in MLS will revolutionise soccer in the US is probably a forlorn one there's little doubt that Beckham the brand will benefit hugely from being relaunched in LaLa land. The brand has probably peaked in Europe and is now in decline after Becks poor 2006 World Cup and his disappearance from the England team. You still see Manchester United shirts with the Beckham name and number on them but the Real Madrid equivalent is heavily discounted now. But no doubt it won't be long before the first LA Galaxy shirts start to appear with the Beckham name prominently displayed. (Incidentally a tip to Mr Leiweke - if you want to sell lots of shirts in England change the colour, not many English sports fans want to be seen in green and gold at the moment!).

But in truth it isn't soccer memorabilia that makes brand Beckham so potentially powerful in the US - it's the celebrity stupid. In the US, before very long, Becks will be famous for being famous as much as he is famous for playing soccer. And that counts in a country where two major TV networks run an hour of celebrity news in prime time every day. And there is even potential for Victoria as well - the Spice Girls did pretty well in the States in the 1990s and Posh will be remembered by today's soccer mums many of whom must have bought their records in their teens. It's show biz, not sport which drives the Beckhams' deal.

David Beckham has nothing to prove on the field of play
Some will regret that David Beckhams serious football career is effectively over at the young age of 32 but in truth he hasn't much to prove on the field of play. Becks has a good football brain and the ability to do the surprising. He first became famous with a brilliant goal hit from the half way line against Wimbledon in 1996 and he was always a master of the dead ball play. He was a fine club and international player - perhaps not of the very highest ability, but not far short. Whilst Beckham may have convinced himself that it is these abilities which have attracted his new employer the reality is otherwise. They want the brand name, the pretty face, the pop star wife and the happy family as much as the golden boot. Only the churlish will wish Becks other than well in his California sunset years but he would do well to remember that to stay on the 'A' list you have to work at it to get exposure. In Europe that exposure came from soccer - in LaLa land you'll need something more.