SOCCER: HAMM RELUCTANTLY HOGS THE LIMELIGHT.

Byline: Fred J. Robledo

During a recent conversation with Cobi Jones' agent, Corey Clemetson, the discussion turned to who is the most popular American soccer player.

Of course, Clemetson gave numerous reasons why Jones deserves that label. He sells the most Major League Soccer merchandise, had an MTV health show gig and sports those popular dreadlocks.

It's hard to argue with that, except . . . he hasn't done a commercial with Michael Jordan. That honor belongs to Mia Hamm.

Hamm, who recently became the world's scoring leader, was joined by her U.S. teammates Tuesday at a Los Angeles hotel to promote the upcoming 1999 FIFA Women's World Cup, which starts June 19 and ends July 10 at the Rose Bowl.

Hamm, who has earned almost every soccer award imaginable - four NCAA championships at North Carolina, a 1991 World Cup title, a 1996 Olympic gold medal and two athlete-of-the-year awards - is arguably the most popular soccer player in America.

With no disrespect to Jones, Alexi Lalas, Eric Wynalda or anyone else, U.S. coach Tony DiCiccio thinks Hamm is one of those special people who the media, corporate America and the fans love to embrace.

``She's probably the most popular soccer player that we've ever had,'' DiCiccio said. ``That's not to take away from any of the other great names in soccer that have been the missionaries leading up to this point, but she kind of surpasses just sport.

``She's gone into that category of where she's at the entertainment level now. Her name is recognized by people who don't know anything about soccer. She's become an icon, not only for women's athletics but soccer in general. It's just a tremendous accomplishment.''

Hamm shrugs off any comparisons to the men's players or thoughts that she carries the torch for women's soccer.

But the truth is, she does. Whether it's her two-fisted pump or just shouting to the sky, Hamm is exciting and fun to watch.

``I just go out and try to play as hard as I can,'' Hamm said. ``I want to do whatever I can to help my team win.

``I can say, though, when I play, I play with a lot of intensity, emotion and passion. I can't change that; that's the only way I've known how to play. I think people get excited with that, and I'm just thankful that they enjoy it.''

The label of women's soccer's best player is one Hamm deals with on a daily basis, but it's not one with which she's comfortable.

``You try to just keep it in perspective,'' she said. ``People want to attach labels to you because it's easy to do that. But I have to give the same things that every player who might not get the same attention gives. I'm only one player on this team and, if I don't realize that, then somebody else should be playing.''

As the afternoon neared its end and several TV network cameras hovered around Hamm for one more quick interview, DiCiccio wondered if any knew about her best attribute.

``She has so many wonderful qualities, but I'll tell you what: Her best one is just how humble she is,'' he said. ``We're in a day and age where athletes of her caliber expect these accolades - but not Mia. She's just the opposite.

``She doesn't give you a bunch of rhetoric; she's truly sincere. She's not one to stand on the top pedestal and show off her abilities. . . . Let me tell you, for a society looking for a sports hero, she's definitely a breath of fresh air.''