• Forbes/Associated Press, Friday, January 12, 2007 12:15 PM

The Los Angeles Galaxy has signed soccer star David Beckham, the most recognized soccer player in the world, to an estimated $250-million, five-year deal designed to infuse energy, excitement and sales of tickets in an American sport that hardly competes against football-, baseball- and basketball-crazy America.

"We will absolutely market the Galaxy as a global brand," said AEG, the sports and entertainment company whose holdings include Staples Center --where the city's resident superstar, Kobe Bryant, plays for the Lakers.

The Beckham effect was felt immediately: The Galaxy sold 1,000 new season tickets yesterday morning. Their season begins April 8. The team averages 22,000 to 24,000 fans in its 27,000-seat stadium in suburban Carson, although attendance was down last season when the Galaxy missed the playoffs.

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