SoccerNet Live

David Beckham may not have done much to prop up the fortunes of LA Galaxy on the pitch but when it comes to selling of merchandise and increasing profile of the club, he has no peers.

Golden Balls, as he is affectionately known, is a marketing phenomenon, even today. After leaving glamorous clubs like Manchester United and Real Madrid, becoming more injury prone with age at LA Galaxy, losing his England captaincy and a regular England spot; it is a surprise that his charisma is not blunted. New Zealand, a rugby nation, became the latest “victim” to be caught in Beckham-mania, after Australia.

On Tuesday, Beckham and the Galaxy stopped by Australia and attracted 80,000 spectators to a match against Sydney FC. The England midfielder played all 90 minutes at the Olympic stadium, scoring a trademark goal from a free kick, an uplifting moment in an otherwise forgettable 5-3 loss by the Galaxy.

Beckham and his entourage continued on their whirlwind excursion by touching down in New Zealand on Friday ahead of the hotly anticipated exhibition match between LA Galaxy and Wellington Phoenix. The star player was given a powhiri, gave a press conference and headed straight for a training session.

This was no ordinary practice session, not after several unofficial records were broken. Golden Balls managed to pull in the crowds to fill half the stadium - more than 15,000 fans gathered in the 35,000-seat Westpac Stadium.

Most were school children who screamed, cheered and performed Mexican waves every time Beckham waved or smiled at them. The climax was when Beckham spoke briefly and appeared on the stadium’s video screen. All in all, a special day to remember for the impressionable kids as they get up close with their idol.

Saturday’s exhibition match will be held at the same stadium which is also the home ground of the All Blacks rugby team and only a stone’s throw from the New Zealand Rugby Union national headquarters. During buildups to major matches, the All Blacks might draw a few thousand fans in training sessions, but to attract 15,000 to a soccer practice, in a country which soccer is hardly played, was unprecedented.

Rugby officials must have stood bewildered as their sport, with a rich heritage and popularity, is eclipsed by one man. They certainly got a taste of Beckham’s spectacular drawing power which made him one of Britain’s most iconic athletes and also an elite global advertising brand.

A sell-out crowd is expected, a feat mustered only by the All Blacks and an annual rugby sevens tournament. Beckham is aware his first visit to New Zealand is encroaching on rugby’s territory and giving soccer a profile in the country it hasn’t previously enjoyed.

“Notoriously, (New Zealand) is big on rugby but I hope that we can change that, just for one day and hopefully going forward because I’ve seen the potential football or soccer has in America,” Beckham said at a media conference.

If anybody can talk about increasing the awareness of football in this region based on a singular effort, I have to say Beckham is the man. Though I have little regard for his limited skills on the field, he has done a lot of good for the sport by showing up and doing some PR work. Kids want to emulate him which will encourage the sport to be played at the grassroot level, allowing its influence to promulgate and take root in the far reaches of countries where football has never gained a foothold.

A contract between the Phoenix and Galaxy stipulates he will play at least 55 minutes on Saturday but Beckham is hopeful of lasting the entire match, especially when he personally brought on a new chapter in New Zealand’s soccer history. The expected attendance will be the highest ever for a soccer match in the country, eclipsing the 1982 record of 32,000 for a World Cup qualifier against Kuwait in Auckland.

Beckham and his Galaxy teammates are scheduled to leave New Zealand for the United States on Sunday. With his star power intact, Beckham can definitely look forward to more lucrative sponsorship deals coming up in the new season.

The directors at Galaxy should be pleased too. They are laughing all the way to the bank after the success of this tour, presumably they have sped up production of T-shirts in anticipation of frenzied sales. From Galaxy’s past league performances, it is clear that much has to be done to achieve success, assembling a one-legged genius and a “sexy” coach will not turn the tide overnight. But meantime, it is business.