With the final curtain coming down on David Beckham's five-year MLS career all the focus has centered on what will be his next move, after getting the story book finish by winning the MLS Cup. The media attention surrounding the event was over the top as expected with Beckham's every move being covered by in-depth analysis. It all became kind of ridiculous.
But unlike two years ago when they choked in the final, this time the Los Angeles Galaxy were able to provide MLS commissioner Don Garber with the iconic image he has been waiting for ever since bringing the former England captain to America, and that is Beckham lifting the MLS Cup.
Making only seventy-four appearances in five years, many have questioned the impact Beckham has actually made for the sport considering the amount of money invested in luring him from Real Madrid. The media storm following his announcement of signing with the Galaxy drove ticket sales through the roof, stadiums across the country were being sold out at record pace with everyone circling the date in their calendar for when Beckham came to town.
Galaxy shirt sales were also at an all-time high and flying off the shelves with retailers struggling to keep them in stock, the stream of revenue continued to pour in from sponsorships to television rights. The Beckham brand succeeded in promoting the league on a global scale and recording a remarkable profit on investment before even a ball was kicked on the pitch.
Off the field the Beckham’s were the toast of Hollywood, being wooed by A-listers that came out in droves to welcome the family to the neighborhood. Soccer was now becoming more main stream with the likes of Tom Cruise, Will Smith and Kobe Bryant all attending matches at the Home Depot Center to watch Beckham in action. The Galaxy started to become a hot ticket item.
The team travelled in luxury, treated to five-star hotels, chartered flights and red carpet events all because of their new captain. Most of the squad were making a salary in the low five figures but were enjoying the perks that went along with having Beckham as a teammate.
On the field Beckham failed to make the same impact, picking up a knee injury that kept him out for six weeks in his first season. Only one goal and three assists in six league appearances was his total contribution and the Galaxy finished outside of the play-offs. Year two provided more appearances and goals but the season ended in overall disappointment as the Galaxy missed out on the post-season once again. The money tied into Beckham made it difficult to set-up an adequate supporting cast around him, although rule changes were just around the corner.
The MLS continued to grow in the Beckham era despite the below-par results by their poster boy for the Galaxy. The biggest change was the newly implemented designated player rule which allowed teams to field a player that did not count against the salary cap. It was a smart move as this opened the doors for foreign imports to pour into the league, giving the MLS even more exposure.
It started out small with Juan Pablo Angel, Darren Huckerby and Freddie Ljungberg being part of the first wave of players making the journey overseas, helping to legitimize the league and paving the way for the likes of Thierry Henry, Rafael Marquez and Robbie Keane to see soccer in America as a viable option to extend their careers. None of this would have been possible without Beckham's influences. In time the designated player rule went from one to three as the league continues to thrive. The speed in which the MLS has grown in the last five years is amazing.
Beckham was then loaned out to AC Milan for the purpose of staying in contention for a place on Fabio Capello's England side. This caused a huge uproar with most critics questioning his commitment to the Galaxy and the MLS. Missing half the year, things were made worse when Beckham expressed his desire to make the move permanent. But that desire proved to be futile and a timesharing agreement was made for Beckham to play in Milan during the MLS off-season.
Fans in Los Angeles never warmed to the idea and voiced their displeasure to Beckham throughout the season, one supporter even got into a heated exchange with Beckham that forced security to step in before a fight broke out.
In 2009 the Galaxy made the MLS Cup final but a loss in a penalty shootout to Real Salt Lake was the end result. Beckham controversially returned to Milan for his second loan spell in the hopes of donning the England kit for the 2010 World Cup in South Africa. Unfortunately a ruptured achilles tendon ended that dream early, forcing a lengthy rehabilitation process which saw him sidelined for six months.
Beckham returned to captain the Galaxy to the Supporters Sheild as the league’s best team in the regular season, although the MLS Cup continued to elude a man used to success and winning titles. Not that his on-field performances merited anything more for the Galaxy, looking back Beckham was nothing more than a part-time player in Los Angeles. The majority of his success happened off the pitch.
It is hard to imagine one player having enough power to influence an entire nation into embracing a sport, but Beckham was able to accomplish in America what Pele never could, and that’s creating a foundation of success that will continue long after his playing days are over. Since his arrival the league has grown to nineteen teams, expanding to seven new cities with three clubs residing north of the border in Canada.
All this progress can be attributed to one man, not that it would have been impossible to do without the leagues poster boy but his popularity and star power put the MLS on the map globally, instantly giving credibility to the league, encouraging signs for potential investors.
The MLS has now even surpassed the NBA and NHL in overall attendance becoming the third most watched sport in the United States. Soccer specific stadiums are going up all over the country with communities embracing the culture and committing to the development of the sport. The league proved it was here for the long haul.
Beckham enjoyed his most productive season in 2011 recording an impressive fourteen assists and adding two goals. The Galaxy won the Supporters Shield en-route to being crowned champions. It was the perfect ending to a fantastic season in what will ultimately prove to be his last as a player in the MLS. Considering his age Beckham is in high demand with a number of European teams targeting the veteran’s signature.
Paris St. Germain will be his most likely destination, as it is hard to imagine Beckham playing for another Premiership side other than his beloved Manchester United. There is a slim chance of re-signing for the Galaxy since the family has settled in Los Angeles and enjoying life in America, but a temporary move abroad looks more certain.
PSG are enjoying a soccer revolution under their new wealthy Qatari ownership group, making the club more attractive and proving their ambition with a rash of big money signings over the summer transfer window. Beckham is used to winning titles so this looks like the perfect match.
You can be sure this is not the last you've seen of Beckham in America, upon signing his contract with the MLS a provision was put in place giving him the option to buy a franchise at a set price, becoming the only player ever to be awarded this type of offer by the league's owners. It turns out to be good business for both parties. Beckham gets his wish of working on the business end of a start up franchise while the MLS can continue to use the Beckham brand to promote the league.
The New York Cosmos are being touted on becoming the leagues twentieth expansion franchise and potentially could begin play in 2013 at the earliest. Their vice-chairman is football agent Terry Byrne who is a close friend and former personal manager of Beckham's. Combine the marketing power of the Big Apple and the star power of Beckham, success is almost guaranteed from a business stand point.
The Cosmos already employ club legend Pele as their honorary president, Eric Cantona was installed as Director of Soccer with American international Cobi Jones as his associate. This would be the most logical and profitable decision for Beckham to make and exercise his unique contract option.
Major League Soccer would not be where it is today without David Beckham. Soccer has exploded onto the scene in North America and has made steady progress year after year as the popularity continues to rise. Beckham will forever be regarded as the spark that lit the flame of professional soccer on the continent.
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