BEYOND BECKHAM

Perhaps, but these principles have largely died in recent years, as satellite television yanked football from its parochial roots and transformed it into a multibillion-dollar industry that favored branding over ball skills. As the footballing world moves into a new era, desperately seeking its new cash cow--or cows--few clubs or sponsors are listening to the old-timers. Some still dream of finding the One, perhaps in an American like DC United's 15-year-old Ghanaian-born Freddy Adu, who has endorsement deals with everyone from Nike to Campbell's soup, and has helped raise attendance at his games this past season to 50 percent above average. "It may be that the person who rivals Beckham is going to be the person most closely linked to the American team when it eventually wins the World Cup," speculates Malcolm.

Others think that's not likely ever to happen. So, when Beckham finally fades into the history books, as Bill Gerard, a professor of sports management and finance at Leeds University Business School, puts it, "it will be a case of 'The king is dead. Long live the king'." The new ruler may face an altogether different kind of kingdom.

WITH GINANNE BROWNELL IN LONDON

© 2004