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1、Unit1sportsBeyondBeckhamByMalcolmBeithNursingabrokenfoot,WayneRooneylimpedoffthefootballfieldjust27minutesintoEngland'sEuro2004quarter-finalagainstPortugal.Histournamentwasover,butwhatahardgameithadbeen:RooneyhadshotfourgoalsandgivenhisteamthehopeDavidBeckh
2、amhadfailedtoprovide.Surelythe18-year-oldRooneywastheOne,thoughtthefootballexpertsfromBirminghamtoBangkok,thegoldenboywhowouldreplaceBeckhamasthenewfaceoffootball.Butthehypedieddownassoonasthequestionofdollarstranslatedintosense.Sure,Rooneyisaverygoodplayer
3、,declaredonecommentator,butwhatcouldhepossiblysell---"potatoes?"IntheAgeofBeckham,ittakesmorethanfootballskillstobecomeaglobalfootballicon.Aplayer'sabilitytosellteamshirts,shavingcreamandeverythinghasbecomeevermorecrucialtoafootballclub'sabilitytoestablishi
4、tselfasaglobalbrand.AtthetopofthefoodchainstandsBeckham--thesarong-wearingstarwhosegoodlooks,family-manimageandcelebritystatushavehelpedselleverythingfromGilletterazorsintheUnitedStatestoMeijiSeikachocolatesinJapan.Butallgoodthingsmustcometoanend,andtheAgeo
5、fBeckhamisnoexception.At29,Beckhamisenteringthetwilightofhiscareer;thefootballindustryisbeginningtocontemplatehowtofillthevoidthathisdeclineasaplayerandeventualretirementwillcreate.Indeed,thatquestionwasonthemindsofmanyoftheworld'sclubbossesandmarketingexec
6、utiveswhoattendedtheannualfootballtradefairinDubai,UnitedArabEmiratesinearlyDecember2004.NewcastleUnitedchairmanFreddyShepherddeclaredfranklythatManchesterUnitedhadlostsomeofits"stardust"sincelettingBeckhamtransfertoRealMadridin2003.Nowthewholeindustryiswor
7、riedaboutlosingitsbrightness.ThereisnoobviouscandidatetofillBeckham'sGuccishoes.Rooney,19,istoouninspiringoffthefield;thepug-facedLiverpudlianhasonlylocalappealandlacksacelebrityreputation.ThesamegoesforRealMadrid'sMichaelOwen,althoughhe'scuteenoughtofemale
8、fans.Otherstars,likeManchesterUnited'sPortuguesepassionateCristianoRonaldo,ItalianFrancescoTottiofASRoma,ArgentinewonderboyJavierSaviolaofMonacoandArsenal'sNo.1FrenchmanThierryHenryhavepotential.Butthe
