BECKS – GET WELL CARD, MLS – RED CARD

This whole David Beckham circus again shows the dangerous practice of selling individual 'stars' versus the teams or the sport itself.

LOUIS DeLUCA/DMN

So Becks was a no-show for his L.A. Galaxy's one visit to Frisco this season. This is the pothole of luck marketers, and leagues, and fans, have to face when all the attention is focused on one player. (Too bad soccer doesn't have an NHL divisional schedule, then fans would have what, fifteen or so more opps to see Posh's squeeze)

TV execs and marketing shlubs always think that the only way to draw eye-balls and sell tickets is to barker an individual, household name, or, some semi-recognizable named Player A vs I think I've heard of him Player B. All fine and dandy until Player A pulls a hammy and/or Player B twists an ankle. Then what? Refunds? Please.

I know us at award winning Stars Television wrestle over celebrating just one big name player on the next opponent when doing next TV promos. "Come see Jarimir Jagr and his NY Hockey Rangers." Then, come game-time, JJ has a tummy ache and isn't playing. Rugh- Roe! All that talk and anticipation is wasted and everyone is engulfed in feelings of disappointment. The game is now downgraded in perception for it lacks the promised pizzaz. The show has lost its lead.

Who wants to see 'The King and I' with understudy Mitch Cotch filling in for Yul Brenner? (That's my dated, and only, Broadway analogy and I'm proud of that)

The NFL is the league that seems to by-pass this practice most effectively. They sell the TEAMS and they peddle their brand. Oh, and they wink wink, nod nod sell gambling too, which helps...a lot.

Look, I'm not a born and bred Texan (Pretty reasonable facsimile though) yet I believe this soccer or 'football' guy would be referred to as 'All hat and no cattle' or 'All foam and no beer' in the Lonestar state. Am I right, or am I right?

When Wayne Gretzky came to Dallas in the mid-80s to help sell the NHL he wasn't paid like he'd invented air, and he didn't take just a token handful of shifts on the ice. The Great One not only played the 'exhibition game', he played about twice as much as he was obligated to. And knowing his character and sense of obligation, even if he'd been hobbled like the Black Knight in Monty Python he would have made an appearance in Big D.

Becks has a bad ankle -- boo hoo. Was that really the reason for his absence? Or did Posh's waif-like frame need his 24-7 attention after gorging herself on a cracker and three grapes during her hellish acclimation process State-side? (comfort food)

Personally I think it would have been terrific if he had showed up, waved at the adoring 'fans', trotted to mid-field, then collapsed in that ankle-grabbing, fetal position agony that is oh so 'soccer', then yarded off the pitch on a stretcher - the fallen hero.

Oh how soap operadeum!

And those who came would have left fulfilled. For that is about all 'Becks' has to give in this 'conquering of America' -- photo opps and melodrama.

Well anyway, leave it to Jay Leno to find haha common ground between Beckham and Gretzky. He rattled this one off recently, "David and Victoria Beckham arrived in L.A. from England last week. Many people believe he can do for soccer what Wayne Gretzky did for hockey, which means in 15 years nobody will be watching soccer."

Jay is funny.

Trying to sell a league on one player's presence -- not so amusing.