David Beckham is the key in selling England s struggling bid for the 2018 World Cup and he must be used at every opportunity, according to FIFA president Sepp Blatter.
Blatter met Beckham in Cape Town ahead of England s presentation of their bid credentials to the world s media and football s powerbrokers here this week.
The FIFA chief was quoted by Sky Sports as saying the Beckham-brand should be milked mercilessly as it could make the difference between success and failure.
They have to use him for everything, forever. If they don t they are not very intelligent, he said.
I ve been working in FIFA for 35 years and I know a good guy for big occasions.
He s one of the most important figures in football. He has a personal charisma that very few players have. He s a great man.
Perhaps he is not the best player in the world but he is a good guy and he is also the best ambassador for fair play in football.
Beckham, who hopes to be in Fabio Capello s squad for the 2010 World Cup, has taken on the role of official ambassador for England s bid in an attempt to convince the FIFA executive committee to award them a first World Cup since 1966.
The LA Galaxy star is due to meet senior FIFA members here this week with England s bid under pressure after English Premier League chairman Dave Richards resigned from the board.
His move came as David Triesman, chairman of both the bid and England s Football Association, came under fire for having a dual role which his critics maintain does not leave him with enough time to do both jobs properly.
England are up against Australia, Indonesia, Japan, Netherlands-Belgium, Russia, and Spain-Portugal for the 2018 World Cup with a decision made a year from now.