We will only use Beckham when we need to promises England 2018 bid chief

By Andrew Warshaw in Cape Town

December 5 – Scores of cameras clicked furiously as a media throng surged towards the instantly recognisable and impeccably dressed footballing galactico.

Was this the day England’s 2018 World Cup campaign finally got back on track thanks to their so-called secret weapon after months of negative headlines and internal feuding?

The man in question was, of course, David Beckham, wheeled out by England’s campaign team just at the right time after a media onslaught that threatened to derail the whole process.

For the first time yesterday since the bid process began, all 10 candidates for 2018 and 2002 converged under one roof today in a three-hour media frenzy in the gardens of a palatial Government building on the outskirts of Cape Town.

Under a cavernous marquee, there were all manner of publicity handouts and plenty of rhetoric as 10 individual stands jostled for attention but there was little question who the main man was. England’s colourless video presentation may have been one of weakest – Australia had Nicole Kidman proclaiming a “no worries World Cup” if her country got the nod a year from now – and their publicity material was minimal.

But Beckham more than made up for it.

Since Arriving in South Africa Beckham has personally met both FIFA President Sepp Blatter and roughly half the 24-strong FIFA Executive Committee.

But sitting down with UEFA President Michel Platini - a key figure as far as vote lobbying is concerned since he will almost certainly determine which way the European block goes - was his greatest thrill.

“I was quite star-struck – he’s a hero of so many people,” said Beckham.

“Just because we are England doesn’t mean we are going to get the World Cup in our country.

“We realise there is a lot of hard work to be done and we have to be prepared to do that.

“I’ve always said I would do everything I can to bring the World Cup to the country.”

England’s bid officials were clearly delighted with the impact Beckham made. Holland’s stand had Ruud Gullit and Spain and Portugal brought in Fernando Hierro and Luis Figo.

But Beckham stole the show.

“He’s the most effective ambassador in an intimate setting,” said England’s bid chief executive Andy Anson.

“Forget what we’ve seen back home in England.

“On the international stage, the impact has been huge.”

While there is a danger of Becks saturation, Anson said it was all about choosing the right moment.

“You don’t want to overdo it.

“But everyone has seen that when we get our act together, we can put on a formidable performance.

“Ears are sometimes closed but this is an international campaign.”

Australian Sports Minister Kate Ellis was not in the least fazed by the David Beckham syndrome as she pointedly remarked.

“We have A$45 million (£25 million) of Government funding on the table and are willing to do everything to show the rest of the world that we are deadly serious.

“England may have David Beckham here.

“We have eight smiling enthusiastic young football-loving children.

“What is comes down to is how committed you are.”

She rejected claims that kick-off times would not suit the highly coveted European television markets if the tournament is staged Down Under.

“We think we can overcome that.

“We did so with the Olympics at a time when the rest of the world tuned in.

“We think we can do it with the World Cup too.”

Contact the writer of this story at zib.l1734834023labto1734834023ofdlr1734834023owedi1734834023sni@w1734834023ahsra1734834023w.wer1734834023dna1734834023.