David Beckham to Play for L.A. Galaxy

England's David Beckham celebrates after scoring the opening goal during the Round of 16 World Cup soccer match between England and Ecuador at the World Cup Gottlieb-Daimler stadium in Stuttgart, Germany, in this June 25, 2006 file photo. Beckham, the former England soccer captain known as much for his style as his play, has agreed to leave Real Madrid and join the Los Angeles Galaxy in a deal Major League Soccer hopes will boost the sport in the United States in a manner similar to Pele's arrival with the Cosmos in 1975. (AP Photo/Matt Dunham) (Matt Dunham - AP)

Draws paparazzi like movie stars, Beckham and his wife regularly find their way onto tabloid and magazine covers. With trendy clothes and rotating hair colors and styles, he's the epitome of the modern celebrity-athlete.

A "Bend It Like Beckham" sequel, with more than just a cameo this time?

"The first thing he needs to do is get himself a part on `The Simpsons,'" as a guest star, said Richard Laermer, a New York-based marketing expert.

Beckham's soccer skills are only part of the equation. He's David Beckham Inc., a multinational corporation with links to Pepsi, Gillette, Motorola and Adidas.

The United States is the last _ and biggest _ market where Beckham's cult of personality has few converts. A superstar whose movements have convulsed Asian capitals and helped sell millions of European tabloids has been able to walk American streets in relative anonymity.

In Los Angeles, Beckham's mandate calls for raising the profile of an average team in a soccer league that has little respect overseas and less recognition than the University of Southern California football team.

"I'm going out there to hopefully build a club and team that's got a lot of potential," Beckham said. "I think that's what excites me."

The Beckham effect was felt immediately: The Galaxy sold 1,000 new season tickets Thursday morning.

The team averages between 22,000-24,000 fans in its 27,000-seat stadium in suburban Carson, although attendance was down last season when the Galaxy missed the playoffs.

"They know we Latinos are filling the soccer stadiums. That's why they want to bring stars here," said Juan Munguia, a 30-year-old Mexican hotel cook. "I will go just to see Beckham."

The team is anticipating changes in its fan base, especially among women.

"He appeals to so many different people," Galaxy general manager Alexi Lalas said. "There is going to be a curiosity factor. There are going to be many people who are going to come to their first MLS and first Galaxy game to watch David Beckham."

Already in the works is a 2008 Galaxy tour of Asia, where Beckham is wildly popular. A new team logo will be unveiled this summer and the Galaxy's owner is nearing a deal to slap a prime sponsor's name on its jerseys.

"We will absolutely market the Galaxy as a global brand," said Leiweke of AEG, the sports and entertainment company whose holdings include Staples Center _ where the city's resident superstar, Kobe Bryant, plays for the Lakers.

MLS changed its rules on salary caps, clearing the way for Beckham to sign the lucrative deal. The league pays the first $400,000 of player contracts. Individual teams pick up the rest of the tab for anyone, such as Beckham, who makes more than that.

Beckham, who has failed to win any major titles in 3 1/2 seasons in Madrid, said the time was right for a change.

"I've played now for two of the biggest clubs in the world and played at the highest level for 15 years, and now I think that I need another challenge," he said.

Beckham will become the biggest star to play U.S. professional soccer since Pele and Franz Beckenbauer played in the now-defunct North American Soccer League in the 1970s.

Beckham has not found much success since he moved to Madrid in 2003 from Manchester United, where he won six league titles, two FA Cups and the Champions League title. He has no major trophies with the nine-time European Cup champions.

Beckham started only five of 25 matches for Real Madrid this season.

Back in London, not everyone was impressed by Beckham's move.

"He's rubbish," said Steve Didcott, a consultant mulling the deal from a pub. "And if you're rubbish, you go to the States."

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AP Sports Writer Ronald Blum in New York and AP Writers Raphael Satter in London, Erin Carlson in New York and Peter Prengaman in Los Angeles contributed to this report.