PR guru predicts bright future for 'Brand Beckham'

Whatever David Beckham chooses to do it's going to make news. There's still gold to be plundered.

It's not about how successful he is on the pitch and it hasn't been for some time.

Forget all the footballing iconography and him posing in his underpants, he's a very powerful figure in terms of charitable causes. All sorts of causes could benefit from his brand.

But while he's still got his looks, youth and energy I think he will be linked more to media than perhaps causes.