EDITORIAL BRANDING BECKHAM HIS VALUE TO L.A. AND TO THE SPORT OF SOCCER IS IMMEASURABLE.

THE arrival of international soccer phenom David Beckham at LAX on Thursday couldn't have come at a better time for Los Angeles' embattled mayor.

Friday, Antonio Villaraigosa stood alongside Beckham and L.A. Galaxy executives to welcome the British athlete to Los Angeles. After a few boos from the crowd, the cameras moved on to someone else, not Villaraigosa, his infidelity or his failed marriage.

If it was good timing for the mayor, it is likely to be better timing for America's other football league, Major League Soccer, for the L.A. Galaxy and for Los Angeles itself.

To be sure, Hollywood barely needs another celebrity, what with Brangelina, Britney and Paris cavorting about. But this is about more than feeding the paparazzi or winning games. Indeed, the arrival of Becks -- alongside his glamourous pop star wife, Victoria -- is about branding American soccer.

There's been much speculation about whether Beckham is worth the $250 million that he's getting for his Galaxy gig, with contract and endorsements. But his value to the sport, and to Los Angeles, is immeasurable. Retail sales, advertising and naming rights alone could be very profitable for Beckham's new home.

Beckham is nothing less than MLS's big gamble at enticing the last holdout to get excited about the internationally watched sport. And it's no coincidence that MLS chose to stage its Beckhampalooza in Los Angeles -- the country's most international and diverse city.

The frenzy of Galaxy ticket sales for the season and for Beckham's debut game on July 21 and advertising already attest to a success. And that's good for soccer, L.A. and for a mayor looking for whatever distractions he can find.