Jason Gardner comments on the icon that is David Beckham

David Beckham (Photo: TheFA.com)

The four goals scored against Greece in the recent friendly must have felt like nails in the coffin of a prestigious England career to David Beckham.

And although the upcoming Euro 2008 qualifiers against Andorra and Macedonia will determine whether or not McClaren's squad is the real deal, there have been few protests against the decision to axe Becks.

On many fronts it seems his star is on the wane. Apart from the odd match winning free kick or miracle cross his England performances have often lacked inspiration. And his role at Real Madrid is in question after lacklustre roles in opening games this season. In fact rumours abound that the only reason Real's new manager is looking to renew Beckham's two year contract is because of his commercial punch off pitch.

But therein lies the reason why although Beckham may never lift a world cup he'll remain a force to be reckoned with for years to come:

Brand Beckham has never just been about the football.

It could be called the most canny retirement plan the world of football has ever seen but since rising to notoriety as Man United player, it appears that Beckham has always had the end in sight.

Whilst many a retired pro footballer find themselves guiding others footwork from the sidelines, a few, like Shearer, follow in the footsteps of Lineker and make TV a career whilst the rest open restaurants in the Algarve.

Beckham, however, is a one man industry. Over the years Becks has collected big bucks promotion deals with the likes of Motorola, Pepsi, Police sunglasses and Adidas.

His deal with razor giant Gillette alone is purported to have been worth £40 million over several years.

Then there's the football academy, you too can bend it like Beckham with a little help from one of his training programmes which are set to be unleashed on the ever growing Asian market this year.

And not content with advocating the odd aftershave here and there Becks and Posh have just launched their own perfume - Intimately - surely the smell of success.

As Andy Milligan, author of Brand it like Beckham, surmises Becks success is unprecedented in the world of sport. From early days his career arc as a footballer has matched his rise as a cultural icon:

'His image has increasingly moved away from football, focusing more on his looks and style than on his performance on the field.'

Now it seems he could leave the football behind and still remain firmly lodged in the public psyche.

Attaching himself to one of the nineties most successful female pop stars of course did his cause no harm. They like no other couple have dominated the pages of glossy gossip mags the world over.

But it's not just talent on the ball, good looks and a celebrity missus that has earned Beckham his time in the limelight, it's the grace with which he conducts himself.

Even after the infamous sending off against Argentina in the world cup and the accusation over an affair with former personal assistance Rebecca Loos, Beckham has always maintained a quiet dignity.

And few could fail to be moved by Beckham's response to McClaren's decision to dismiss him from the England side. As England captain he said he had 'lived the dream' and that "My passion for representing my country remains as strong as ever."

The chances of him playing again for his country are slim but that shouldn't stop us applauding his zeal. As English icons go, we could and do do a lot worse than Beckham. At least he knows how to roll with the punches; displays a genuine passion for his country and remains a committed family man.

So whatever the future for Beckham, chat shows, radio commentary, his own line in kitchenware he has secured his place on that ever increasing list of truly great Brits.