This is really going to be an interesting thing to watch. Beckham has been a crossover phenom his entire career with an appeal that transcends sports. There's anticipation in the sports business community that the guy is going to be a huge marketing hit -- athletic ability, good looks, terrific personality, celebrity wife (Victoria Beckham is a former Spice Girl). And in L.A., where there's no NFL team, a substantial soccer-friendly population and a built-in affinity for celebrities, Beckham is in the perfect spot. There was a big celebration today welcoming him to SoCal and his first game is an exhibition on July 21.