David Beckham, the most recognisable football player on the planet, will not be taking the field at the World Cup. Worse, the man who is more famous than the Queen is going through an identity crisis after a leg injury ruled him out of the World Cup. Beckham has travelled to South Africa with the English squad, but few know his role. Even
England’s coach Fabio Capello, who wanted Beckham on board, has not defined the icon’s responsibilities. It is ironical that a man whose every trip to the salon is breaking news is facing the “whatchacallhim” question at football’s showpiece event.
Many football pundits revel in dismissing Beckham as a one-trick pony. For them, the former England captain has nothing else, in football sense, beyond a deadly right foot. His dribbling is abysmal and tackling even worse. His efforts, barring those from set-pieces, are rarely on target. Beckham has never had pace to burn. How did a player with so many shortcomings become a marketing marvel?
Whether Beckham plays or not, he is never far off from newspapers and TV channels. He is a 21st century phenomenon who has flourished on media frenzy. Of course, Beckham’s USP is his looks. Marrying ‘Posh’ Victoria also helped, even though the jury is still out on the former Spice Girl’s appeal and talent.
Apart from a stray accusation of infidelity, his life has remained scandal free. He is never known to throw his weight around. Beckham is known as a hard worker wherever he has played. It is easier to like him than to admire him.
Beckham is such a big celebrity in South Africa that he will garner incessant media attention, taking some pressure off the English players in the process. Capello will be happy to see his players relatively relaxed. In the event of a bull run for England at the Cup, Beckham, the only Englishman to have scored in three consecutive World Cups, has to leave centre-stage to his former teammates. In either case, Brand Beckham will have its effect in the rainbow nation.