It was not a dream debut by any means last night, yet David Beckham’s on and off field image has given Italian giants AC Milan plenty of opportunities to cash on the world’s most famous football brand image. Undoubtedly Mr.Beckham is a world class professional even when he is past his prime. Yet, teams tend to understand the business side of this great player more rather than his football talent.

Why did AC Milan sign him when they could have gone for players like Fabregas or Tevez? Simple physics! The Rossoneri knew bringing a player of Beckham’s marketing value could increase the club’s profile not only in Italy but across Europe. Milan, for the past few years, have failed to dominate Syria A and as a result due to their failure to win domestic titles, the club is running short of funds to sign big players. Beckham’s arrival to the continent has already created a buzz in every media section and now AC Milan are in the news everyday whether they are away training in the United Arab Emirates or playing their first game since the winter break.

Now reports are coming in that Milan want to extend David Beckham’s loan period further giving out strong suggestions that the Rossoneri are already reaping the benefits of ‘Brand Beckham’. Carlo Ancellotti made it clear by starting the former England captain on the right side of a three-man midfield that he is adamant to utilize the former Manchester United and Real Madrid star to the fullest. But the point is Beckham is in the northern Italian city to increase the image of the red half of Milan.
By proposing to increase the contract of Beckham, AC Milan are trying to cash in on the English people who are a little bit indifferent to Serie A.

LA Galaxy, the parent US club with whom Beckham is attached to, has confirmed that the midfield maestro would not stay in Italy beyond the stipulated time, that is March. Yet, Umberto Gandini, Milan’s director of operations, is confident that David Beckham would stay longer than his stipulated three months loan from the MLS to help Milan win silver wares. But is it only silverware? Beckham has much more value that the AC Milan boardroom wants to utilize the most within a short period of time. Frankly, Becks has lost the pace that he had four or five years back.

He may be trying to come back to the England team yet Fabio Capello is not ready to look back and chances are grim for the England international to make a comeback into the international stage and equal Bobby Moore’s record of 108 outfield caps. Many feel that the man is playing for records rather than silverwares although Mr.Beckham gives hundred percent in training always and that has made the Milan coach Ancellotti believe that his star man could turn around the fortunes of a fledgling club.

No doubt the club would use Beckham’s mad reach out to fans in addition to his permanent class.