The Price of Popularity

If in the past, there has been one thing missing from David Beckham's life that would just make sense, it would definitely have to be the Hills of Hollywood. From his infamous marriage to "Posh" Spice, to his internationally covered affair and designer marketability, David Beckham would be a perfect fit for the world's celebrity paradise. Oh yeah, he plays a little soccer from time to time as well!

Going, Going, Gone! Sold to the L.A. Galaxy for an astonishing $250 000 000 USD (no you're not seeing things, and yes, there are that many zeros). David Beckham himself claims that at 31 years of age, he wanted to come to the MLS today when he's physically able to still leave an impression upon the league; this, rather than when he's 34, and risk having people accuse him of making the move merely for the money. Yeah David... Good one!

David Beckham (31) is without question past his playing prime, and strictly speaking talent wise, is worth little more than $8 million a season. However, how can you really put a price on marketability and international celebrity? The potential revenue the MLS stands to make on David Beckham himself certainly isn't pocket change. The day of his signing saw ticket sales in most markets realize a substantial increase; TV deals, increased sponsorship, and international credibility are sure to follow... or at least they hope.

When Pele first came to North America to play "football" for the North American Soccer League, his celebrity was remarkable (even in a North American market) due to his incredible skills and leadership. The people turned out, and they turned out in numbers, while Pele instantly made an impact for his very marginal club (prior to his joining). Beckham is a very different case. He is no longer a starter for his current club team, Real Madrid, and his value as a day to day mid-fielder - at the top level - is definitely dwindling; he never truly won over England as their captain, and the team failed to reach expectations with each passing international competition. He does offer this however; experience, a willingness to succeed (lets hope he doesn't get caught up in the party) and exceptional set piece play-making abilities.

Beckham can, and will, bring an MLS team wins throughout the season, but it is not for his playing abilities that he's being paid $50 million a season - 10 times the team single season salary cap set at roughly $1.9 US million per team. As stated earlier, nearly every club experienced a boost in ticket sales in the days following Beckham's signing with the Galaxy, and, merchandise sales, and particularly jerseys are expected to exceed league standards. It is here that his value is truly discovered; people simply love David Beckham.

Interviews involving future teammates of his suggest that many will embrace the opportunity to run side by side with the English star, even if a slight hint of jealousy can't help but shine through the cracks (as was seemingly the case with current club and US national team star, Landon Donovan). Donovan - now the third highest paid MSL player at $900 000 a year - indicated that Beckham would be a welcome addition to the team, if his focus is on soccer and not the publicity that is sure to follow his arrival.

Regardless of your stance on the hot topic that is David Beckham, one thing is certain, this will definitely be an interesting case to follow as the United States have not been host to such an international "football" icon since the coming of both Pele (Brazil) and Beckenbauer (Germany), both of whom left lasting impressions. I expect that David Beckham will do the same, but for what reasons, remains to be seen.

- DD