The Beckham Experiment by Grant Wahl - Excerpt

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THE
BECKHAM
E XPERIMENT
How the World’s Most Famous Athlete
Tried to Conquer America
G R A N T WA H L
CROWN BOOKS
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Copyright © 2009 by Grant Wahl
All rights reserved.
Published in the United States by Crown Publishers,

an imprint of the Crown Publishing Group,
a division of Random House, Inc., New York.
www.crownpublishing.com
Crown is a trademark and the Crown colophon is a registered trademark

of Random House, Inc.
Library of Congress Cataloging-in-Publication Data
Cataloging-in-Publication Data is on file with the Library of Congress.
ISBN 978-0-307-40787-0
Printed in the U.S.A.
1 3 5 7 9 10 8 6 4 2
FIRST EDITION
www.CrownPublishing.com
To purchase a copy of
The Beckham Experiment

visit one of these online retailers:

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CONTENTS
INTRODUCTION: THE BECKHAM EXPERIMENT 1
1. WE ❤ BECKHAM 7
2. THE BECKHAM SWEET SPOT 24
3. THE $250 MILLION FAIRY TALE 37
4. AMERICAN IDLE 49
5. “LET HIM BE THE CAPTAIN, YOU BE THE STAR” 71
6. VELVET ROPES, FRIED CHICKEN,

AND ALLIGATOR ARMS 85
7. NEW YORK TO LONDON TO LOS ANGELES

(IN FIVE DAYS) 108
8. $18,465 PER MINUTE 122
9. THE 19 TAKEOVER 144
10. BECKHAM 2.0 162
11. A RUUD AWAKENING 182
12. EUROPE VS. AMERICA 196
13. GOOD TEAMMATE, BAD CAPTAIN 214
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viii CONTENTS
14. “WE’RE THE OWNERS,

AND WE’RE GONNA ACT LIKE IT” 234
15. THE GALAXY DEATH RATTLE 248
16. NEW BEGINNINGS? 264
17. COMMITMENT ISSUES 278
ACKNOWLEDGMENTS 289
INDEX 291
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INTRODUCTION
THE BECKHAM EXPERIMENT
n the summer of 2005, on a gorgeous morning in Marina del Rey,
I California, I bumped into an old acquaintance in the lobby of the

Ritz-Carlton Hotel. In almost any other city in any other country,
David Beckham would never have dared to tempt the paparazzi and
swarming fans who track his every move. But here he was, hands in his
pockets, comfortable, unbothered, just like any other bloke. It had been
two years since our last meeting, a long and candid interview in New
York City just before Beckham’s move from Manchester United to Real
Madrid—the world’s biggest sports story of 2003. Now Real was in
town for a preseason exhibition game against the Los Angeles Galaxy.
Beckham and I said hello, caught up with each other, and (not for the
first time) talked about his desire to play in America someday. He
sounded earnest, but I figured that day was six or seven years away,
when Beckham would be a spent force on the European scene.
Less than two years later, in May 2007, I found myself sitting across
from Beckham in Madrid, just the two of us in a quiet makeup room for
an hour. On a rainy day in the Spanish capital, he had arrived at the stu-
dio by himself, an entourage of one in an outfit bearing no logos. In his
plain white V-neck T-shirt, ordinary blue jeans, and five-year-old brown
work boots, he could have passed for a cattle hand in Kalispell. In his
only interview with a U.S. sports journalist before he joined the Galaxy
that July, Beckham explained why he had shocked the sports world four
months earlier by signing at age thirty-one with a team in Major League
Soccer, the eleven-year-old U.S. soccer circuit.
“When I’d spoken to you before, the U.S. always interested me on
the soccer side more than anything, and at some point I always thought
I would play in America,” Beckham told me. “But it came earlier maybe
2 T HE BECKHAM EXPERIMENT
than I actually expected. A decision had to be made, and I’ve always

gone on a sort of gut instinct: Is it the right time? I believe it’s the right
time. I’ve spent four good years in Madrid playing with some of the best
players in the world. I’ve played in Europe for almost fifteen years at the
highest level and won just about everything I possibly could. And then
this was offered to me: Do I want to be an ambassador for the MLS?”
It’s not often that the world’s most famous athlete decides to leave
the comfort and security of the environment in which he became a
global icon and embark on a new and risky adventure in one of the few
countries where he isn’t a household name. Yet that is exactly what
David Beckham was doing by leaving Europe to join the Galaxy on a
five-year contract. He certainly didn’t need the money after earning an
estimated $150 million in the five years before his move to America. Nor
did he need the fame after marrying Victoria Adams (aka Posh Spice of
the British pop group the Spice Girls), winning seven league champi-
onships in England and Spain, serving as captain of England for five
years, and establishing himself as an undeniable global marketing force
from Europe to Asia. Nor did Beckham need to drop down to MLS’s
lower standard after proving with Real Madrid and England in the first
half of 2007 that he could still thrive at the sport’s highest levels.
But to hear Beckham make the case, the decision to relocate his wife
and three young sons to Los Angeles was an easy one. “It didn’t take me
long to think about, to be honest,” he said. “Moving the family to the
U.S. was probably one of the easier decisions, just because the lifestyle
was going to suit the children and me and Victoria. And on the playing
side, I had to look at everything. I’ve always known the level is not as
high as it is everywhere else in the world. But if I can make a difference
and make people more aware and make kids realize that you can actu-
ally go into higher levels and make a great living playing soccer, that’s
what I’m going over there to do. I’m not silly enough to think I’m going
to change the whole culture, because it’s not going to happen. But I do
have a belief that it can go to a different level, and I’d love to be part of
that.”
Beckham knew he was bringing a raft of expectations with him,
many of which he was already trying to dispel. He was not coming to
become a Hollywood actor, not then, not ever. (“Acting is never some-
INTRODUCTION 3
thing I’ve been interested in,” he said.) He was not coming to score three
goals a game. (“That’s one thing I’m worried about, because people
probably do think they’re going to see me turn out and we’ll win our
first game ten-nil.”) And he was not coming simply to be a marketing
tool (though his signature cologne, Instinct, was available in many fine
drugstores). “I’m moving to America because of the soccer,” Beckham
insisted. “I didn’t want to make it into a big sort of hoo-ha where it was
more about other things than the soccer. It’s not a big brand thing.”
Yet the task facing Beckham—to make soccer matter on a regular
basis in the U.S.—would be enormous. The greatest player of all time,
Pelé, couldn’t turn soccer into the daily religion that it is nearly every-
where else in the world when he played with the New York Cosmos in
the late 1970s. (His league, the NASL, folded a few years after he re-
tired.) Nor did the U.S.’s hosting of the 1994 World Cup. Since its incep-
tion in 1996, Major League Soccer had gained stability and produced
competent young American players, but it was still losing money and
had yet to advance beyond niche status. There were plenty of Americans
who considered themselves occasional soccer watchers—the U.S. televi-
sion audience for the 2006 World Cup final (16.9 million) beat out the
average audiences for that year’s NBA Finals (12.9 million) and World
Series (15.8 million)—but they followed only the sport’s biggest events,
and the few hard-core American soccer fans preferred the European
Champions League and the superior leagues in England, Spain, and
Mexico to MLS.
Despite the challenges, the man who created American Idol was
convinced that Beckham could pull it off. Simon Fuller, Beckham’s
manager and the chief executive of 19 Entertainment, acknowledged
that making soccer really matter in the U.S. would be a “far greater”
challenge than his previous successes, which included turning Idol into
America’s most popular television program and conquering the U.S.
market with the Spice Girls in the 1990s. But that hadn’t stopped this
mastermind of the music world from hatching a “grand vision” (Fuller’s
words) for the next chapter of his most famous sports client’s career.
“There seems to be a real foundation now for soccer” in America, said
Fuller. “David is the most iconic of footballers, and he’s achieved pretty
much everything you can achieve in Europe, apart from maybe winning
a big tournament with England. He’s still in his early thirties, still play-
ing remarkably well, and you have to start thinking: What’s the next ad-
venture? The States is the last frontier in terms of soccer. Everywhere
else on earth, soccer is huge. It’s the sport. And while many people have
tried before, no one has seemed to have cracked America.”
The last frontier. A grand vision. An adventure. There was something
quintessentially American about what these Brits were trying to achieve.
Beckham vowed that he was in this New World Adventure—the Beck-
ham Experiment—for the long haul. Otherwise, why would he have
signed a five-year deal? “If you have most things you want in life, you
can take it easy, you can retire, you can continue to take money off a
team in Europe,” Fuller said. “But together with David our ambition is
bigger than that. Shoot for the stars, and if you don’t hit them, then it
was fun trying.
“If you do hit them, then you’ve made history.”
Having covered the U.S. soccer scene for ten years at Sports Illustrated, I
knew that the Beckham Experiment would be one of the most auda-
cious projects in recent sports history, not least because the chances for
failure were so high and the personalities involved were so big.
The next two years would perhaps be the most rollicking stretch of
Beckham’s storied career. There would be plenty of surprises, good ones
and bad ones. There would be lost-in-translation frustrations and unin-
tentional comedy. There would be full stadiums, media hype galore, and
the enormous ego clashes that result whenever you mix money, sports,
and Hollywood. The most compelling aspect of the Beckham Experi-
ment was this: Nobody knew how it was going to turn out. Even if Beck-
ham and the Galaxy were successful on the field, would mainstream
America respond? Would Beckham’s undeniable charm win over the
Yanks? Or would he be just another Robbie Williams, joining the ranks
of Brits whose worldwide appeal failed to translate on these shores?
If there was ever a book about American soccer that demanded to
be written, this was the one, in large part because it was about not just
the sport but so much more: the engineering of American celebrity, the
INTRODUCTION 5
powerful seeking more power, the clash of cultures and American ex-
ceptionalism. For years, too, I had craved the chance to chronicle the
ongoing inside story of a team, to do more than just parachute into
town for a couple days for a snapshot magazine story. It was one thing
to interview Beckham in Madrid on the eve of his American arrival,
when optimism reigned and he had as much buzz as any Hollywood
blockbuster. But it would be quite another to interview him underneath
the stands in Columbus, Ohio, on Buck-a-Brat night after a Galaxy loss
in October.
And so, in the summer of 2007, I began a sixteen-month journey
following Beckham and the Galaxy across America, a pursuit that con-
tinued until the global saga leading up to his scheduled return to the
Galaxy from Italian giant AC Milan in July 2009. I went to the games, of
course, but I also visited the offices, homes, and hotels of the players, the
coaches, the moneymen, and the message shapers. I had meals with
them in their houses, in Los Angeles–area diners and dive bars, and in
fancy New York City sushi restaurants. Along the way I developed an
even greater appreciation for American soccer players, who tend to be
smarter and more insightful than their counterparts overseas and in
other sports, owing to their college educations, their need to find other
jobs during and after their playing days, and the humility that comes
with earthbound incomes (as little as $12,900 a year) and soccer’s place
in the pecking order of American sports.
For years, whenever anyone has learned that I cover soccer for an
American sports magazine, I am invariably asked when the sport will
“make it” in the United States. My answer is always the same: Hell if I
know. I am not a soccer proselytizer, and I don’t know if soccer will ever
be one of the top three spectator sports in the United States. But I do
love this game, and I find it fascinating that so many wealthy in-
vestors—wildly successful billionaires, in fact—continue to sink so
many dollars into the proposition that soccer can indeed “make it” here
as a viable enterprise.
Ultimately, the purpose of the Beckham Experiment was to try to
change soccer’s position in the hierarchy of U.S. spectator sports. By the
time it was over, Beckham’s American adventure would be regarded as
the moment soccer finally reached a tipping point in the United

States—or as the moment the American consumer proved impervious
to the machinations of a star-making expert like Simon Fuller. David
Beckham may have been desperate to crack America, but so too was
soccer itself. Whether or not they succeeded, it was going to be one
memorable journey.
CHAPTER 1
WE ❤ BECKHAM
he man at the wheel of the Cadillac Escalade was nervous.
T Not nervous about the paparazzi. David Beckham viewed the

men with the cameras as a benign nuisance, a presence as constant
as the Southern California sun, even though a larger swarm than
usual—more than three dozen—was waiting for him this morning out-
side the iron gate of the Beckham estate on San Ysidro Drive. His new
home was a spectacular mansion, even by Beverly Hills standards: an
$18.2 million, 13,000-square-foot Xanadu with an Italian-style red tile
roof and sprawling views of Los Angeles all the way to the Pacific. His
wife, Victoria, had filled the house with orchids, and near the pool out-
side stood two palm trees, which the Beckhams’ three young sons
quickly turned into a makeshift soccer goal.
Nor was Beckham nervous about the perilous drive ahead. It was
7:30 A.M. on July 13, 2007, Beckham’s first full day living in the United
States, the day the Los Angeles Galaxy would introduce him as the
newest member of the American sports firmament. When asked if he’d
be riding in a helicopter to Galaxy practice, the better to avoid the noto-
rious Los Angeles traffic, Beckham had acted as if his manhood was
being challenged. “No, definitely not,” he said. “I’ll have a car, and I’ll be
driving.” An automobile connoisseur with a taste for hip-hop culture,
Beckham had bought a customized black Escalade, a massive SUV with
twenty-four-inch alloy rims. His number, 23, was stitched into the
leather headrests and cast in a medallion that replaced the Cadillac in-
signia on the grille. It was perfect for Hollywood, the kind of car you’d
see on MTV’s Pimp My Ride.
Yet Beckham couldn’t help but feel butterflies as he drove down
Angelo Road, west on Sunset Boulevard, and south on the San Diego
Freeway, past Santa Monica, past Manhattan Beach, past the city’s fash-
ionable addresses, until he arrived in Carson, a working-class suburb
composed of African-Americans and immigrant neighborhoods of Ko-
rean-, Chinese-, and Hispanic-Americans. The main entrance of the
Home Depot Center, Beckham’s new professional home, was across the
street from a KFC. The HDC itself was a lush sporting playground, a
$150 million complex that included tennis and track-and-field stadi-
ums, an indoor velodrome, twelve soccer practice fields, the Los Angeles
branch of the David Beckham Academy, and the Galaxy’s 27,000-seat
stadium, the finest soccer facility in the United States. Beckham passed
security, parked his Escalade near the bottom of the stadium’s supply
ramp, and took a deep breath.
You could learn a lot about Beckham from his first drive to work in
Los Angeles. He was smitten with fancy cars. He enjoyed having fun
with the paparazzi by taking them through drive-thru windows, like the
one at Starbucks where Beckham grabbed his usual venti java. He was
obsessive about punctuality, always arriving early to events, the sort of
OCD behavior that drove him to arrange soda-pop cans in identical
rows of four in the refrigerator, labels facing forward, and to vacuum
perfectly straight lines in the living-room carpet, like the mowed rows
of a soccer field. And, not least, he got nervous when it came to public
speaking or meeting new people.
Beckham’s new Galaxy teammates might have been shocked to
know that Beckham was just as anxious about meeting them as they
were about meeting him. “Joining a new team is always quite daunting,
quite scary,” Beckham admitted. “I wish I had a chance to meet the play-
ers before going over, but it’s not been possible.” As for the thousands of
Galaxy fans and hundreds of international media who had assembled to
hear Beckham address the masses, they’d be surprised to know that the
most famous athlete in the world was a self-described introvert. “I’m
shy,” Beckham said. “Even when I’m in England, people say, ‘Why aren’t
you talking?’ I’m not a man who’ll sit there and chat and chat and chat.
I’m a quiet person.”
Beckham’s sensitive nature—he called it his “feminine side”—was
ingrained early on in his life. “I get it from my mum,” he said. “My dad’s
WE ❤ BECKHAM 9
sort of a man’s man, but I’ve got more of my mum’s personality. She’s a
lot softer, a lot more affectionate. We both get really emotional.” Beck-
ham cried when Victoria gave birth to their sons, Brooklyn, Romeo, and
Cruz. He cried that awful night in 1998 when he was red-carded at the
World Cup and became the Most Hated Man in England. He cried a
year later when he won back his nation’s affection, and he cried again
when he gave up the England captaincy in 2006. “I’ll even watch films
and cry,” he said. There would be no tears on the first day of the Beck-
ham Experiment, the first chapter of a new era for Beckham and for
American soccer itself. But make no mistake: Beckham’s insides would
be churning.
In the annals of American sports, it would be hard to imagine a monu-

ment to celebrity excess more extreme than the scene that took place on
Friday, July 13, 2007, at the Home Depot Center. On the morning that
the Galaxy introduced David Beckham as its newest member, the
tableau included 5,000 fans, more than 700 media members from a
dozen countries, a hovering news helicopter, 65 television cameras, and
a pair of cannons belching a blizzard of blue-and-yellow confetti—with
every second transmitted live via satellite around the world.
All for a soccer player. In the United States.
No country can match the U.S. when it comes to turning a mun-
dane event into a glitz-filled Hollywood spectacle. From the moment
Galaxy fans began arriving at 7 A.M. (for Beckham’s 10 A.M. presenta-
tion), they started belting out songs in honor of their newest player, like
the one to the tune of “Guantanamera”:
One David Beckham!

There’s only one David Beckham!
One David Beeeeeck-ham!
As workers put the finishing touches on a makeshift stage in a cor-

ner of the Home Depot Center, a reporter from France’s Canal+ waved
his arms frantically over his head and screamed (“BECKHAM!!! BECK-
HAM!!! BECKHAM!!!”) in an attempt to convince a young female in
10 THE BECKHAM EXPERIMENT
Galaxy gear to do the same for his cameraman. Holding a WE ❤ BECK-

HAM sign, she dutifully complied.
As the sun climbed in a nearly cloudless sky, hundreds of photogra-
phers, videographers, and reporters were still waiting for their creden-
tials in a line snaking away from the will-call window. Even the grizzled
veterans had a common refrain: I’ve never seen anything like this before.
Not at the Olympics. Not at the NBA Finals. Not anywhere.
About the only person who wasn’t acting as though Beckham was
some sort of deity was Beckham himself. In a city where everyone who’s
anyone arrives fashionably late, Beckham showed up at the stadium a
half hour early, even accounting for his side trip to Starbucks. The caf-
feine was crucial; he’d arrived at LAX Airport from London with his
family only the previous night, welcomed by a swarm of media and a
strobe-fest of camera flashes. While the Beckhams’ three sons, all
dressed in matching outfits, had left the international arrivals terminal
through a side exit, David and Victoria had entered the maw of the
media gauntlet, David smiling, Victoria wearing shades and her usual
pout. From the moment they had set foot on American soil, it was clear
that the Beckhams would draw just as much attention as they had
everywhere else—maybe even more.
It was 8:30 the next morning when Beckham, resplendent in a gray
suit, a white shirt, and a matching silk pocket square, walked through
the door. The Galaxy was expecting him at 9.
“What the hell are you doing here already?” joked Galaxy president
Alexi Lalas when they met, clapping Beckham on the back.
“I guess I left early,” came the smiling reply. In addition to being a
stickler for punctuality, Beckham had been told that it could take as
long as an hour and a half to make the trek from Beverly Hills to Car-
son, and he was pleasantly surprised that he’d covered the distance in a
mere fifty minutes.
They met briefly with the coaching staff, trading wisecracks that
they must have been attending a wedding with all the business suits in
the room, and then all they could do was wait. “He was here so early that
most of the guys weren’t here yet, so we walked out into the locker room
just really casual,” Lalas said. “As the players trickled in he was kind of
just there. Some of the guys walked right past him and did a double
WE ❤ BECKHAM 11
take. You expect it to be so much more monumental. They have this

perception of him that’s formed by pop culture, and there he is in the
locker room, and he cracks jokes and he’s got jet lag and he’s tired. It’s
important for those guys to get over that awe, if there is any, and to treat
him like a player and make fun of him and relax.”
In an effort to learn more about his Galaxy teammates, Beckham
had discussed each one with coach Frank Yallop when Yallop and Lalas
had visited him in Madrid that spring. They told him about Landon
Donovan, the prodigiously talented young U.S. forward who had yet to
tap his full potential; Cobi Jones, the dreadlocked winger who was play-
ing in his last MLS season; Peter Vagenas, the cerebral central midfielder
who’d been involved in both of the Galaxy’s MLS Cup-winning teams;
and Joe Cannon, the heart-on-his-sleeve goalkeeper whose father had
been a Las Vegas lounge singer.
Of all the petri-dish experiments occasioned by Beckham’s arrival
in MLS, the most fascinating would be how one of the world’s most fa-
mous and highest-paid athletes interacted with teammates who made
as little as $12,900 a year. It was an arrangement that would test every
bit of Beckham’s desire to be just one of the lads. “It doesn’t make me
feel strange,” Beckham said about the income disparity. “I’m never
going to be a player who distances himself from other players just be-
cause we earn different money. So for me that part of it is never going to
be a problem.”
In fact, Beckham added, he wanted to reprise the warm atmosphere
that he’d enjoyed at Manchester United (where he and six teammates
rose from the youth ranks to the senior team) but found lacking during
his days at the comparatively chilly Real Madrid. “It’s important for me
to get to know the players and also for Victoria to get to know the play-
ers’ wives and girlfriends,” he explained. “Hopefully when we do move
to the U.S. it’s going to be more like it was at Manchester, where on Sun-
days we used to take our sons to one of the other players’ houses and
have a barbecue. I’m hoping it’s going to be that sort of vibe, because it
would be great to have that again.”
He was only one man, a thirty-two-year-old transplant from En-
gland with common-guy visions of taking his sons to Disneyland and
the beach, of making his first treks to Vegas and the Napa Valley wine
country, of organizing late-night runs to the local fast-food joint. “In-

N-Out Burger. Ohhhh . . .” said Beckham, imagining his new life. “That’s
another great experience. I went inside the last time I was there.”
David Beckham could be disarmingly normal. It was part of his
transcendent appeal, of course. But when literally thousands were com-
ing to worship at the altar of Beckham’s global celebrity, it was just as
clear how many people had something significant at stake in one man,
how many reputations and careers and futures were riding on the Beck-
ham Experiment. All those dependents were here today: fans and agents
and publicists, friends and family members, sponsors and businesspeo-
ple, staffers and executives for the Galaxy and MLS. And, not least,
Beckham’s new teammates, who were only now, just after 9 A.M., filing
into the team’s modest locker room.
One by one, Beckham shook their hands (I’m Chris, I’m Kyle, I’m
Joe) until he came to forward Alan Gordon.
“Hey, I’m Alan,” Gordon said. But when Beckham tried to move on
to the next player, Gordon kept holding his hand. “And you are?”
Beckham smiled sheepishly. “I’m David.”
Everyone laughed. It was a classic Gordon move, an ice-breaker that
lightened the mood in the locker room. Gordo, as his teammates called
him, may have been making only $30,870 a year compared to Beck-
ham’s $6.5 million, but he wasn’t starstruck by anyone in Los Angeles,
and his own good looks—flowing dark hair, chiseled jaw, deep SoCal
tan—combined with a subversive sense of humor helped him to pull in
men and women alike. Why, the day after Beckham had signed with the
Galaxy six months earlier, Gordon had “played the dumb guy,” as he put
it, while sitting at a bar next to a woman who gushed over Beckham’s
image on the television screen.
“Omigosh, David Beckham’s coming!” she said.
“Who?” came Gordon’s reply.
“He plays for the Galaxy.”
“Oh, the Ga-lax-y. That’s the . . . soccer team?”
Gordon wanted to know what people really thought about the
Galaxy—if they thought anything at all—so he’d play the dumb guy on
a regular basis in bars and restaurants. He was always making light of
WE ❤ BECKHAM 13
his anonymity, a circumstance that was perhaps about to change in a big

way. An admittedly slow 6'3", 192-pound target man with an up-and-
down scoring touch and a penchant for injuries, the twenty-five-year-
old Gordon was the typical mid-level MLS player, circa 2007. His
microscopic salary was a result of the league’s salary cap, which limited
each team to $2.1 million for its entire roster (with one exception be-
yond the cap allowed for a player like Beckham). How do you live in
L.A. on a near-minimum-wage income? Gordon had to share an apart-
ment in Redondo Beach with forward Gavin Glinton (salary: $50,000)
and defender Kyle Veris ($17,700), and for the past three years Gordon
had earned extra money by coaching a girls’ soccer team on the side,
many days racing from Galaxy practice to the girls’ practice on the
crowded L.A. freeways.
By his own account Gordon had been a teenage delinquent, a
seventeen-year-old no-hoper in Gilbert, Arizona, who’d moved out of
his single father’s house, been arrested multiple times for shoplifting
and marijuana possession, and once even collapsed on the field in a club
soccer game during his junior year after an all-night drug binge. “I was
doing every drug you could think of,” said Gordon, who was convinced
that soccer had saved his life. A coach from Yavapai College in Prescott,
Arizona, spotted him at a tumbleweed club tournament in 1999 and of-
fered him a scholarship. Gordon moved in for six months with his high
school coach, quit drugs cold turkey, excelled at Yavapai and then at
Oregon State University, won Rookie of the Year honors after scoring
seventeen goals for the second-tier Portland Timbers, and signed with
the Galaxy in 2004. He had been good enough to stick with the team for
three years (“He’s got a soft foot for a big man,” said Lalas), despite deal-
ing with all the injuries and sometimes brutal public criticism. Fans on
the Galaxy’s message board at Bigsoccer.com had dubbed Gordon
“Snowshoes” and “Flash” due to his lack of speed, while a columnist at
ESPN.com had suggested the Galaxy would do better to replace Gordon
with the U.S. women’s striker Abby Wambach.
Now the onetime no-hoper would be receiving crosses from none
other than David Beckham, and it would be up to him—Alan Freaking
Gordon, of all people—to summon the skills to finish them. Indeed,
Gordon knew there would be plenty on the line for him now that Beck-
ham had arrived. Play poorly, and the Galaxy wouldn’t renew his con-
tract at season’s end. Play well, and he could stay in L.A. for another
season—and maybe even draw some interest from overseas clubs. “Peo-
ple are watching everywhere,” Gordon said. A former college teammate
living in England had called to say he’d seen Gordon on TV there in the
Beckham news coverage. “This is either going to be the best thing ever
or the worst thing ever for me,” Gordon reasoned. “If you do really well,
everybody’s going to see you do it. But if you don’t do well, everybody’s
going to see it, and they’re going to think you suck.”
After most of the Galaxy players had met Beckham, Landon Donovan
strode into the locker room through the training-room door. As soon as
he walked in, Donovan could feel a buzz in the room, a thrum of excite-
ment that was different, palpable. He looked around and noticed that
his teammates all had smiles on their faces, a rare occurrence in a season
that had started poorly. Donovan saw Beckham, walked over, and of-
fered the Englishman a smile and a handshake: “Welcome to Los Ange-
les. It’s good to have you here.” They exchanged some small talk. Even
Donovan sensed that it was a little awkward at first.
That would have to change. If the Beckham Experiment was going
to work—if the Galaxy was going to not just sell jerseys but win
games—Beckham would need a cold-blooded, world-class finisher on
the ends of his passes. Nobody could deny Donovan’s game-changing
potential, especially in MLS. At twenty-five he was on the verge of be-
coming the U.S. national team’s all-time leading goal scorer, and he had
already guided his teams to three MLS Cup championships. Blessed
with explosive speed, refined technical skills, and a laserlike finishing
ability, Donovan burst onto the global scene as a twenty-year-old at the
2002 World Cup, where he scored two goals during the U.S.’s surprise
run to the quarterfinals. By the summer of 2007, most American soccer
aficionados considered Donovan, a native of Ontario, California, the
most talented field player the U.S. had ever produced.
But critics argued that Donovan had squandered his chance to be-
come the first U.S. superstar in European club soccer. On two occasions
WE ❤ BECKHAM 15
(1999–2001 and 2005), Donovan had played for Bayer Leverkusen of

the German Bundesliga, and on two occasions he had fought homesick-
ness, failed to earn a regular lineup spot, and returned home to MLS
teams in California. Donovan’s tentative performance during the 2006
World Cup, in which the U.S. had made a first-round exit, only re-
inforced the notion that his age-group contemporaries (such as Michael
Essien of Ghana and Chelsea FC) had left Donovan behind. His detrac-
tors now derided him as soft, nicknaming him “Landycakes.”
Would Donovan and Beckham hit it off? “I’ve heard he’s a great guy,”
Donovan said of Beckham. “And I think it’ll be interesting to see how he
integrates socially into the team. Will he want to come out? Will he bring
the kids? Will he bring Victoria? Some of the guys like to hang out off the
field, too, so I think he’ll get pulled into that if he wants to.”
Donovan was just as curious about how he and Beckham would in-
teract on the soccer field, not least because he knew his own reputation
could rise if the Beckham Experiment proved successful. Tim Leiweke,
the CEO of AEG, which owned the Galaxy, argued that Beckham would
make Donovan a world-class player. “That’s the theory, right?” Dono-
van said. “He’ll come in and I’ll get better service and more of the ball.
But who knows? It’s going to be weird the first time we play a game.
There’s going to be so much excitement and promotion going on. Are
guys going to get rattled on our team? On the other team? How’s it
going to pan out? It’s not as easy as you plug him in and he hits a long-
ball and I go score.”
Donovan talked a good game, insisting that he and Beckham could
be beneficial for each other. Yet Galaxy officials (including coach Frank
Yallop) were acutely aware of the potential for tension between the
team’s alpha dogs. How would Donovan handle being replaced as the
Galaxy’s main attraction? A year after becoming the Galaxy’s captain,
would Donovan give up the captain’s armband to Beckham—who, after
all, had captained England for nearly six years? And while Donovan
earned a salary of $900,000 a year, far greater than what the rest of their
teammates were paid, would he begrudge Beckham’s eight-figure an-
nual income, especially if Donovan, not Beckham, ended up being the
Galaxy’s best player?
“As long as he comes to play and works hard, I don’t think anyone
cares,” Donovan said. “Guys are astute enough to understand why he’s
making what he’s making. It would be kind of a nice gesture if he came
in and just splashed the locker room with cash for some of the younger
guys, but I don’t think it’s going to be a big issue.”
Pause. Smile.
“And he’d better be picking up meals and shit, too, or else I’ll call
him out on it.”
Outside, as the clock approached 10 A.M., the more than 5,000 fans and
700 media members were transforming the scene into a frenzy. Victoria
Beckham sashayed onto the field, and a battery of photographers began
jostling like a school of starved fish at feeding time. Her look was
pure Posh: a knee-length fuchsia sheath dress, an oversized Birkin bag
in the same electric shade, huge black Jackie O sunglasses, a new blond
bob hairdo that would soon take over America, and six-inch stiletto
heels that would have dug into the grass had she not been so perilously
thin.
Victoria knew what to do. Facing the wall of photographers, she
stuck one knee in front of the other and placed her left hand on the hip
of her dress. In an odd way, the pose looked a lot like the one her hus-
band assumed before one of his signature free kicks. Her face was fixed,
unsmiling, a Blue Steel gaze that David favored as well, the better to
avoid showing their not-quite-perfect teeth in photographs. And then
she held it. All of it. For sixty seconds. It was affected. It was preposter-
ous. It was perfect.
The Galaxy fans roared. “One of us! One of us! One of us!” they
screamed, and Victoria waved in appreciation, both sides apparently
unaware of the chant’s over-the-top absurdity.
From the moment David Beckham began dating Victoria Adams at
the height of the Spice Girls craze in 1997, they had been daily fodder in
the British tabloids. After the period of national grieving over Princess
Diana’s death in August 1997, the royal family appeared drab next to
the new pop couple. (The tabs dubbed their twenty-four-acre spread
Beckingham Palace.) Introduced by Victoria to the fashion world,
David embraced its trappings; he was photographed wearing a sarong
WE ❤ BECKHAM 17
while staying at Sir Elton John’s vacation house in France. “Kids

love each change of hairstyle, and I think he has taste,” the British au-
thor Nick Hornby told me once. “Maybe not your taste or my taste, but
a real instinct for keeping himself looking cool in the eyes of five- to
twenty-year-olds.” Victoria’s influence—over those instincts and most
everything else in David’s life—was, to use one of her favorite words,
major.
The move to their new $18.2 million home in Beverly Hills was cer-
tainly good for Victoria, who had never embraced Madrid during
David’s four years in Spain—and whose refusal to move there at first
may have contributed to David’s highly publicized alleged affair with a
nanny named Rebecca Loos, which he denied. Though her solo singing
career had been a washout, Victoria and her handlers had a masterly
touch for keeping her in the public eye, and she was now designing
jeans, sunglasses, and perfume. The Spice Girls had announced that
they were getting back together for a reunion tour starting in December
2007, and Victoria was also filming a one-hour reality special about her
life in L.A. that would appear on NBC. Yet there was insurance even if
Victoria’s career didn’t catch fire Stateside. After all, she was now living
in a celebrity-obsessed culture in which you could be famous for being
famous, and her new best friends included such A-listers as Katie
Holmes, Eva Longoria Parker, and Jennifer Lopez.
For the Galaxy, it was vitally important to create a welcoming envi-
ronment from the start, not just for David, but also for Victoria and the
Beckhams’ three sons: Brooklyn, eight; Romeo, four; and Cruz, two. As
Lalas explained, “When Victoria’s happy, the Beckham world is a whole
lot happier place.” And on this day, at least, as the media beamed her
image around the world, Victoria was undeniably happy. On her way
out of the Home Depot Center, she would stop in the Galaxy team store
to buy so many soccer balls, warm-ups, T-shirts, and Beckham jerseys
for family members that her assistants could barely get them out the
door, past a swarm of paparazzi, and into the black Lexus SUV waiting
for her outside.
Her total bill: $583.
Now that Victoria had warmed up the crowd and taken her seat in the
VIP section in front of the stage, it was time for the main event. First
came the music, a thumping beat over the stadium’s sound system, with
the same phrase repeated over and over: “HELLO, AMERICA.” Then
David Beckham emerged from the tunnel, flanked by various soccer of-
ficials, and made his way through a wall of sound—cheers, music, and
high-pitched screams—to the stage.
The men in suits kept their remarks mercifully brief, given the di-
rect sun beating down on the proceedings. Leiweke, the CEO of the
Galaxy’s ownership group, announced that 250,000 new Beckham jer-
seys had been ordered from Adidas. Then came MLS commissioner
Don Garber (“This is truly a historic day. It’s a moment we should all
cherish”), followed by Galaxy coach Frank Yallop (“It’s been a long wait,
believe me. The team cannot wait to get him on the field”). Then Lalas
took the podium, welcomed past and present Galaxy players in the au-
dience, and cut to the chase. “If you have a camera,” he announced, “this
might be a good time to take the lens cap off.” And with that, Lalas in-
troduced Beckham, pulled out the new white Galaxy number 23 jersey,
and presented it to the man of the moment. Beckham raised the jersey
to the sky, the music blasted once again, and the giant confetti cannons
on both sides of the stage erupted, spewing tens of thousands of pieces
of blue-and-yellow paper into the air.
Sitting next to Victoria in the VIP section, his white shirt untucked
in the classic SoCal style, Simon Fuller stood along with everyone else
and applauded. Like the scene unfolding around him, Fuller didn’t do
subtle. Long before he became Beckham’s manager, the American Idol
creator had turned the Spice Girls into a global juggernaut through
clever promotion, lucrative-if-disposable spin-offs (like the movie
Spiceworld), and a drill sergeant’s demand for long work hours from
Victoria and her bandmates. Not for nothing was Fuller often identified
by the British tabloids as a Svengali. Yet for all his success, Fuller stu-
diously avoided the spotlight himself, rarely gave interviews, and seemed
content to be mistaken by nearly everyone for Simon Cowell, the hyper-
critical judge on American Idol.
It was Fuller who insisted that the press release announcing Beck-
ham’s signing include a line that his five-year deal could bring him
WE ❤ BECKHAM 19
$250 million, even though media around the world misinterpreted that
claim to mean his Galaxy contract was worth $250 million. In fact,
whereas Beckham’s endorsements, jersey royalties, and other revenue
streams might bring him $250 million in a best-case scenario, Beck-
ham’s Galaxy salary would pay him far less ($32.5 million) over that
span.
Nor did Fuller shy away from rhetorical grandstanding, proclaim-
ing that the “grand vision” for Beckham’s move across the Atlantic was
his idea. Fuller’s frequent use of the term “we” to describe David Beck-
ham was revealing—and more than a little bit eerie. “I thought, well, if
we’re going to America for a grand vision, there are ways of structuring
a deal that make it not a ridiculous move,” Fuller said. “I think it led me
to coming up with a very creative deal that I worked out together with
[AEG bosses Tim Leiweke and Phil Anschutz] that really worked for
everyone and evolved into probably the biggest sports deal of all time.
That’s because as we started to go down that road there’s a lot of interest
in soccer doing well in America, whether that’s from big sports compa-
nies like Adidas or whether it’s through sponsors that want to be in
sport and feel that soccer is a great sport to be in, or whether it was
David’s existing sponsors that have years of a relationship with him that
want to take that relationship to another level by going to America.”
The business relationship between Fuller’s 19 Entertainment and
the Galaxy’s owner, AEG, was based on far more than just David Beck-
ham. AEG was one of the top two music concert promoters in the
United States and owned some 130 concert venues around the world,
while 19 represented some of the world’s most popular recording
artists, including Amy Winehouse, Carrie Underwood, and all the other
stars of the American Idol franchise, to say nothing of the Spice Girls. It
was no coincidence that AEG had signed on to promote the Spice Girls’
reunion tour, which would kick off its U.S. swing that December at the
AEG-owned Nokia Theater in Los Angeles and continue with seventeen
dates the following month at the AEG-owned O2 Arena in London. In
other words, Victoria’s career interests were inextricably linked to
David’s move to America. “The more we talked and thought about it,
the more it resonated with everything that we were doing and wanted to
do,” Fuller explained. “It works for Victoria because America is a place
she loves and she spends a lot of time there. It was an idea that grew and
grew, and it became a reality.”
Beckham didn’t speak long: two minutes and twenty-three seconds, to

be exact. But he didn’t put a foot wrong, thanking the fans, pledging
himself to the Galaxy for the five years of his contract (“and maybe a
few years later”), and even apologizing for his native Briticisms. “I’ve al-
ways looked for challenges in my career,” Beckham said, standing confi-
dently at the microphone. “My family have now moved to Los Angeles,
something we’re looking forward to, something we’re very proud of,
and in our life everything’s perfect. For me the most important thing in
life is my family. The second thing is the football.” He grinned. “Sorry,
the soccer. I’ll get used to that.”
The man could work a room—and a stadium. So much for nerves.
“Thank you to everyone,” he concluded, “who’s made my dream come
true.”
Now that the photographers had their money shot—a beaming
Beckham raising his Galaxy jersey as the confetti flew—things quickly
devolved into delicious farce. Los Angeles mayor Antonio Villaraigosa
was introduced and roundly booed by the Galaxy fans, the result of his
previous public support for intracity rival Chivas USA. Burnishing his
huckster credentials, Lalas announced that new Galaxy jerseys were
available at all Sports Authority retail stores. Then he ended the formal
stage show by making like International Olympic Committee president
Jacques Rogge: “Thank you, and let the games begin!”
Let the games begin? Classic.
Ever the showman, Lalas had been part of the American star-
making factory before. “I lived the power of a World Cup,” he said, “and
unlike any event in the world it can change your life.” Thirteen years
earlier, the red-maned, Uncle Sam–bearded Lalas had become the U.S.
poster boy of the 1994 World Cup, a guitar-strumming defender who
helped lead the underdog hosts to an upset victory over Colombia and a
berth in the second round. Overnight, it seemed, Lalas was in demand.
“Letterman, Leno, free drinks around the world. All the usual clichés,”
WE ❤ BECKHAM 21
he said. “Wine, women, and song. Never has so much been done with a
modicum of talent, a little facial hair, and a guitar.”
Lalas became the first American in the modern era to play in Italy’s
Serie A, for Padova, and even after his retirement from the game he was
viewed abroad as a symbol of U.S. soccer. In 2005, while reporting a
story on Arab-Israeli soccer star Abbas Suan in a dusty town not far
from the Lebanese border, I asked Suan if he knew anything about
American soccer. Without missing a beat, he pulled a long imaginary
beard down from his chin. Lalas.
The beard was gone now. Lalas had cleaned up, gone corporate, and
yet in other ways the Galaxy’s highly quotable front man hadn’t changed
a bit. A guitar bearing the new Galaxy logo—the one Lalas helped
design—was one of the first things you saw in his office. “I’m still a mess
on the inside,” Lalas joked, and at thirty-seven his shtick was more or
less the same now that he was a suit: to shoot off his mouth and pro-
mote the sport by any means necessary. For this was Lalas’s article of
faith: If soccer was going to succeed in the United States, it needed more
than just skilled players. It needed personalities, celebrities, entertainers.
Wasn’t entertainment what the E in AEG stood for? “That’s what I love
about sports,” Lalas said. “I love the criticism and the analysis and the
rumor and speculation and innuendo, not just about what the guy did
on the field but what the guy did off the field. That’s personality. That’s
excitement. That’s fuckin’ entertainment. I don’t think enough players
are encouraged to express themselves.”
Yet Lalas had won his share of enemies and detractors as a soccer
executive, and his outlandish statements struck some observers as the
remarks of a buffoon. Lalas had already earned mocking headlines in
the U.K. for claiming that MLS’s parity made it far more competitive
(and, in his view, entertaining) than the English Premier League. And
despite Lalas’s bold proclamations that he wanted the Galaxy to become
MLS’s first global SuperClub (“get it right: big S, big C, all one word”),
his teams had yet to win many games. In Lalas’s three full seasons as a
GM with AEG-owned clubs in San Jose, New York, and Los Angeles, his
teams had never advanced beyond the first round of the playoffs.
Nor did it help that this season’s Galaxy, which had failed to reach the
postseason in 2006, had gotten off to a dreadful 3–5–4 start. Lalas

wasn’t stupid. He knew that his job could be in serious danger if the
Galaxy didn’t start winning with Beckham. Even his own players had
their doubts about Lalas. As Donovan said, “I think Alexi’s in over his
head.”
“Welcome to David Beckham’s America,” announced Pat O’Brien, the

former CBS sportscaster turned Hollywood celebrity news host, kicking
off a breathless report into one of dozens of television cameras on the
stadium turf. It was almost 2 P.M. now, and over O’Brien’s shoulder
Beckham was about to complete a task that was remarkable by any
measure: providing exclusive sound bites over a nearly two-hour period
to more than sixty global broadcast outlets, from Access Hollywood to
CNN to Al-Jazeera—in the searing ninety-degree sun, no less, with his
suit coat still on and his shirt collar still fastened tight. It was a wonder
that Beckham hadn’t fainted.
Beckham’s capacity for working the never-ending rope line was
breathtaking. From a publicity standpoint, Beckham’s first full day in
America had come off as a Hollywood blockbuster. There had been no
gaffes, the media turnout was even greater than expected, and Beckham
had been charming to a fault. He was on the cover of the newest edition
of Sports Illustrated, his wife was soon to appear in her own NBC prime-
time special, and in a week he’d be making his Galaxy exhibition debut
against Chelsea on national television in front of nineteen ESPN cam-
eras, including a Celebrity Cam and a special Beckham Cam. The man
himself appeared genuinely thankful for the outpouring of interest, and
even a bit overwhelmed. But Beckham also knew the work that lay
ahead. “The hype is there at the moment, and the hype will be there for
maybe six months,” he said. “But to keep the interest in soccer—that’s
going to be the challenge.”
And yet, as I thought back to Beckham’s fifteen-minute exchange
with me and thirty other national print reporters in “Event Suite No. 2”
that afternoon, I couldn’t help but recall that you can only stage-
manage celebrity perfection so much. In fact, if you sat next to Beckham
and looked closely, you’d see that his otherwise immaculate $3,000 gray
WE ❤ BECKHAM 23
suit was missing a button on its right cuff. For most people this would
be no big deal, but for an international fashion icon as detail-obsessed
as Beckham it was shocking, the sartorial equivalent of forgetting to
wear pants, a reminder that despite appearances to the contrary not
everything was perfect in David Beckham’s world.
Not that you would know judging from the questions tossed his
way in the room that day. A reporter from People magazine asked Beck-
ham about his much-publicized friendship with actors Tom Cruise and
Katie Holmes. (“They’re good friends of ours, and they’ve welcomed us
so far really, really amazingly.”) Another questioner asked if Beckham
wanted to become an actor. (“I’m just here to play football, to play soc-
cer, sorry.”) And another asked about the brand of Beckham’s suit.
(“Burberry.”)
On July 13, 2007—Friday the thirteenth—not one of us in the room
asked about his injured left ankle.
ABOUT THE AUTHOR
In twelve years at Sports Illustrated, senior writer GRANT WAHL has

written thirty-one cover stories and more than two hundred articles
while covering five World Cups, three Olympics, and twelve NCAA bas-
ketball tournaments. Wahl’s writing for SI includes coverage of college
basketball and soccer, investigative reporting, and features on a variety
of topics.
Wahl began his career as an intern with the Miami Herald in 1996.
He first won critical acclaim for his work (with L. Jon Wertheim) on the
1998 SI cover story “Where’s Daddy?,” which documented the stagger-
ing number of illegitimate children born to professional athletes. Wahl
has also won four Magazine Story of the Year awards given by the
U.S. Basketball Writers Association. The Beckham Experiment is his
first book.
Wahl grew up in Mission, Kansas, and attended Princeton Univer-
sity, where he graduated magna cum laude in politics in 1996. When he
isn’t traveling for SI, Wahl spends his time cooking, running, watching
indie movies, and touring the world’s food capitals with his wife, Céline.
They live in Baltimore.
To purchase a copy of
The Beckham Experiment

visit one of these online retailers:

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Copyright © 2009 by Grant Wahl

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Published in the United States by Crown Publishers,

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INTRODUCTION: THE BECKHAM EXPERIMENT 1

2. THE BECKHAM SWEET SPOT 24

3. THE $250 MILLION FAIRY TALE 37

5. “LET HIM BE THE CAPTAIN, YOU BE THE STAR” 71

6. VELVET ROPES, FRIED CHICKEN,

7. NEW YORK TO LONDON TO LOS ANGELES

8. $18,465 PER MINUTE 122

9. THE 19 TAKEOVER 144

10. BECKHAM 2.0 162

11. A RUUD AWAKENING 182

12. EUROPE VS. AMERICA 196

13. GOOD TEAMMATE, BAD CAPTAIN 214

14. “WE’RE THE OWNERS,

15. THE GALAXY DEATH RATTLE 248

16. NEW BEGINNINGS? 264

17. COMMITMENT ISSUES 278

THE BECKHAM EXPERIMENT

n the summer of 2005, on a gorgeous morning in Marina del Rey,

I California, I bumped into an old acquaintance in the lobby of the

than I actually expected. A decision had to be made, and I’ve always

the moment soccer finally reached a tipping point in the United

he man at the wheel of the Cadillac Escalade was nervous.

T Not nervous about the paparazzi. David Beckham viewed the

In the annals of American sports, it would be hard to imagine a monu-

One David Beckham!

As workers put the finishing touches on a makeshift stage in a cor-

10 THE BECKHAM EXPERIMENT

Galaxy gear to do the same for his cameraman. Holding a WE ❤ BECK-

take. You expect it to be so much more monumental. They have this

12 THE BECKHAM EXPERIMENT

country, of organizing late-night runs to the local fast-food joint. “In-

his anonymity, a circumstance that was perhaps about to change in a big

14 THE BECKHAM EXPERIMENT

(1999–2001 and 2005), Donovan had played for Bayer Leverkusen of

16 THE BECKHAM EXPERIMENT

while staying at Sir Elton John’s vacation house in France. “Kids

18 THE BECKHAM EXPERIMENT

20 THE BECKHAM EXPERIMENT

Beckham didn’t speak long: two minutes and twenty-three seconds, to

22 THE BECKHAM EXPERIMENT

postseason in 2006, had gotten off to a dreadful 3–5–4 start. Lalas

“Welcome to David Beckham’s America,” announced Pat O’Brien, the

ABOUT THE AUTHOR

In twelve years at Sports Illustrated, senior writer GRANT WAHL has

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