David Beckham is coming to play in America. Dear Lord. Talk about world-wide branding!
This move is the mirror image of the Dice-K signing by the Red Sox, but is born of the same motivation. The Red Sox signed Japan's "National Treasure" - aged 26 - to rope a nation of eager and well-off fans into a rivalry ten timezones away. Beckham's move is even more grandiose: it is intended to jump-start an entire league, both domestically and internationally. With success, Beckham's stint in Los Angeles will make the Galaxy the team Americans either love or hate (in which case, they'll go online and find out just which MLS team they live nearest) and will notify the rest of the world that Americans do in fact have football teams.
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