You will read this because it regards 'Him'

Beckham needs no first name. We all know it and anyone who thinks it is Victoria, Brooklyn, Romeo or Cruz should probably be reading Ahlan instead of a column in the sports section of a business newspaper.

Of course, Victoria and the kids were sitting in the stands during Tuesday night's match at The Sevens, but while Cruz and Romeo chatted happily to Clarence Seedorf and Kaka, the rest of the 25,000 plus spectators had their eyes trained on one man and one man only: Him.

He is an entrepreneurial marketing machine and He had Dubai this week eating out of His hands. The man in the white boots with the cute little Italian flag and the No32 stitched into them, has been omnipresent. And anything regarding Him is big news, broadcast around the world and great publicity for Dubai.

At the open training sessions, He was greeted with cheers each time he touched the ball. At the Milan formal dinner, He was hounded by hordes of photographers searching for that exclusive, lucrative shot of Him looking a little disoriented (Wenn pulled off a coup and can now find their photo splashed all over celebrity gossip websites such as SocialiteLife). And when He ran on to the pitch against Hamburg, there were more English flags in the crowd than Italian tri-colours.

But He has taken it in His stride, posing for photos with abaya-clad girls and signing autographs for the throng that assembled outside the Al Nasr Stadium each afternoon.

The only time his Hollywood facade wavered was at his only official press conference. It left Him with a face redder than the shirt He wore on Tuesday night. Sat at a star-studded top table with coach Carlo Ancelotti, vice-president Adriano Galliani and midfield duo Kaka and Seedorf, every question from the press corp was for the same person.

The fact a 33-year-old playing in the American MLS has the ability to outshine one of the best players in the world was not only embarrassing for Kaka: Becks smiled sheepishly time and again as questions were put to Him on several subjects.

How do you see yourself fitting into the Rossoneri midfield? Is your lack of match-fitness going to prevent you from playing against Roma? What is the secret of the longevity of 'Brand Beckham'? And, of course: What are your wife's travel plans when you are living in Milan (If you want to know the answer, you know where to look.) He spoke, we listened, we wrote, you read, He won.

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