Brand Beckham to boost Stateside football

David Beckham is the man to give the beautiful game that extra push in the United States.

The former England star has chosen Miami as the city where he wants to start a new team, and I’ll be amazed if the club isn’t a huge success.

It always puzzles me that some people underestimate Beckham. I’m a big fan of the way he’s consistently managed to make the most of his talent.

There’s not a place in the world where he hasn’t been warmly received and left as a hugely popular figure.

It strikes me that he knows what his strengths are and how to use them.

You don’t hear of him dabbling in business deals outside his comfort zone.

Sir Alex Ferguson said in his new book that Becks surrendered part of his career by making the move from Real Madrid to LA Galaxy in America.

I don’t agree that it was a bad move. I believe it was all part of Beck’s long-term plan to create a global brand.

The latest stage of that blueprint could be about to take off.

I’m told Beckham took his football very seriously when he was playing in the States and really gave their domestic game a boost.

Football across the pond has come a long way from the time I played with Detroit Express in 1978.

Back then the players were up-and-comers like me, looking to impress, and big names who were looking for a final pay day.

I loved the experience but the game clearly wasn’t a major force in American society at the time.

They’ve since had the 1994 World Cup and the rise of the Major Soccer League.

My old Ipswich Town team-mate, Paul Mariner, told me they have 22,000 season ticket holders at Toronto. That shows progress is being made.

A vast number of kids are playing football in the States, and supporting a team is becoming a regular habit for many of them.

Of course, the Americans have always loved a bit of glamour and showbiz. Beckham brings that to the party in a big way.

Along with his wife, Victoria, he’s become a master at marketing his image and persuading people to get on board, whether it’s aftershave, underwear or football.

Legendary figures like Pele and Franz Beckenbauer have done their bit for developing football in the USA. But the time could be right for David Beckham to achieve more than they ever could.