British soccer star ranks high on celebrity influence ratings: David Beckham's exposure is worth millions to sponsors.

EVEN before he walks on the field for the L.A. Galaxy, soccer player David Beckam can score some major points with U.S. consumers.

According to the Davie Brown Index (DBI), which measures a celebrity's ability to influence consumer behavior, Beckham is the best-known active soccer star in the marketing game.

Davie Brown Talent, a Los Angeles-based consulting firm and celebrity talent-buying agency, created the DBI. Among the 350 athletes on the index, Beckham ranks No. 99, ahead of well-known U.S. athletes such as the NBA's Allen Iverson and Alex Rodriguez of the New York Yankees.

"Casual fans--consumers with little or no interest in soccer--will he drawn to 'Brand Beckham,'" predicted Jeff Chown, president of Davie Brown Talent. "His celebrity takes him out of the sports page and onto the front page. That exposure alone is worth millions to sponsors."

For sports fans, the major question is whether Beckham's celebrity will help popularize soccer. Los Angeles-based Anschutz Entertainment Group, owner of the Galaxy as well as several other Major League Soccer clubs, has bet big on that premise. According to the company, the estimated value of Beckham's five-year contract is around $250 million, although details were not disclosed.

"David Beckham will have a greater impact on soccer in America than any athlete has ever had on a sport globally," said Timothy J. Leiweke, president of AEG. "David is truly the only individual that can build the bridge between soccer in America and the rest of the world."

Beckham is the first MLS player acquired under the new Designated Player Rule, which allows each team to sign one player outside of the league's salary cap. If he proves a success, other MLS teams could scramble to sign up international stars, thus elevating the profile as well as the cost for U.S. soccer.

At age 31, Beckham would seem to have several good years left in his legs. But since he joined Spare's Real Madrid in 2003, the club hasn't won a major championship. After leading England to the quarterfinals of the 2006 World Cup. Beckham resigned his captainship of the English squad and was dropped from the team.