Icon Beckham fits Perez strategy for Real's global brand

Madrid club's president reaps rewards of high-risk transfer strategy as he attempts to close marketing gap on Old Trafford

The boulevard which begins life at Plaza del Emperador Carlos V, and concludes at the Plaza de Castilla, is one of the world's great cultural thoroughfares. Leading north from Picasso's terribly relevant Guernica at the Reina Sofia, it passes the Goyas of the Prado and the old masters of the Thyssen-Bornemisza before weaving by the statuary of Cibeles and Neptune, the archeological and science museums and the national library. Then, on the right, just past a clutch of five-star international hotels, government ministeries and banks, looms the Estadio Santiago Bernabeu. It is, as Manchester United fans will find when they arrive for tonight's European Cup quarter-final first leg, a long way from the cheap eateries, basic lodgings and PC Worlds of the Chester Road.

The setting is relevant. For Madrilenos in general, and Florentino Perez in particular, Real Madrid is a seamless part of this avenue of art and business. Since becoming president Perez has stepped up the club policy of signing the game's biggest names and filling out the team with the best local talent. The twin objectives are to spread and profit from the Real Madrid brand through winning in style. It is an attempt to repeat the era of Alfredo di Stefano, Ferenc Puskas and Francisco Gento which created the Real Madrid marque nearly half-a-century ago. While the depth of competition means the modern cavaliers are unlikely to match their forbears' five successive European Cups, Real have won three of the last five, including last season's victory at Hampden Park under Perez.

For Perez this is just a start. The construction millionaire is bent on establishing Real as the team of choice for non-Catalans around the globe. Tonight's opponents Manchester United may have a head start due to their superior marketing but Real are closing the gap. This is emphasised by the backdrop to this evening European Cup quarter-final first-leg. Everyone is pondering the possibility of David Beckham signing for Madrid, no one suggests Raul, Ronaldo, Luis Figo, Zinedine Zidane or Roberto Carlos will go to Manchester.

Perez became president in the summer of 2000 with Real's balance sheet showing another European Cup on the credit column and a debt exceeding £150m in the debit. His immediate response was to plunge another £40m in the red by fulfiling his election pledge to capture Figo from Barcelona. It seemed Real were in the grip of another crazy egotist but Perez was no fool. He soon used his high-level political and business contacts to sell the training ground and wipe out the debt.

Since then Perez, an austere man who despite a huge fortune neither drinks, plays golf, drives fast (or any) cars, has made one audacious signing a year. In 2001 it was Zidane. Last year it was Ronaldo. All other players arrive through a youth system which has produced Iker Casillas, who has two European Cup winner's medals at 21; the young Argentine Esteban Cambiasso, signed at 15 then loaned back to River Plate, and, this year's new sensation, Javier Portillo, scorer of four goals in seven substitute appearances.

The big names always arrive in the summer, the better to sell season tickets, shirts and sponsorships. Which is where Beckham comes in. Maybe. As a recognised global icon, and a quality player, Beckham fits the Perez profile.

Hints from within the club began the speculation and Madrid's own tabloid war fuelled it with Beckham even reported to be checking out nursury schools for Brooklyn and Romeo. Steve McManaman, our man in Madrid, has borne the brunt.

"The questions I've been asked this week," he said on Saturday night. "Yes, David Beckham would look good in our team. Yes, he would like Spanish food..."

There are difficulties. He and Figo would argue over corners; Almost everyone lays claim to free-kicks; and the No 7 shirt is earmarked for Raul for years to come. Less problematic is where Beckham would play. The usual suggestion is that Figo would make way but his return to form, his continuing pull as the captain of Euro 2004 hosts Portugal, and his status as the Catalan anti-Christ, is likely to ensure his retention. Instead Beckham could be offered Flavio Concaicao's place in central midfield. This would enable Beckham to indulge his range of passing and his desire for maximum involvement without the constraints of wing-play imposed at Old Trafford.

Will it happen? "It is totally out of the question. There is no way we would sell him," said Ferguson. But that, said the Spanish press, is what was said about Figo, Zidane and Ronaldo. Ferguson added: "Real Madrid have money that could tempt everyone... apart from Manchester United."

We shall see. One man who is unlikely to be around to welcome Beckham is McManaman. He is a peripheral figure aware that however well he plays in his cameo appearances he will remain so. At an ordinary club Fernando Morientes would fancy his chances of starting tonight after coming on to score twice and transform Saturday's match against Rayo Vallecano. Such tenets do not apply at Madrid. McManaman, who warmly embraced Morientes in the tunnel afterwards, knows the rules. "If they are fit it will be the team that always plays, because that is the team that plays," he said after another 90 minutes on the bench.

"The team which plays", a cynic might observe, is the one which sells shirts though that is not entirely true. There is always room for the French international Claude Makélélé even though few have his name stencilled on their shirt in Madrid or Paris while fewer still can afford to in Kinshasa, the capital of the Democratic Republic of Congo, where he hails from. Makélélé's inclusion is a reminder that, unlike the Harlem Globetrotters, football's team of all talents have to win matches. That they do so, so often, with such élan, is their unique selling point.

REAL MADRID MAN FOR MAN

Formation: 4-2-3-1

1 Iker Casillas (Spain, 25 caps; age 21)
Won the European Cup as a teenager and again as heroic substitute last year. Back to form but conceded a bad goal on Saturday.

2 Michel Salgado (Spain, 25; 27)
Attacking full-back signed from Celta Vigo. Steve McManaman said the first English words Salgado learned were "cover me".

4 Fernando Hierro (Spain, 89; 35)
The veteran defender and Real legend. Slowing but experienced, powerful in the air and from free-kicks. Second to Raul in Spanish international goalscoring.

6 Ivan Helguera (Spain, 32; 28)
Classy midfielder converted into an equally accomplished central defender. Played in Serie A for Roma from 1997-98.

3 Roberto Carlos (Brazil, 99; 29)
World's best and most adventurous left-back with famed left-foot both from set-pieces and open play. Sent off for barging the referee while playing for Brazil against Portugal last week. Never injured.

16 Flavio Conceicao (Brazil, 44; 28)
Defensive midfielder who recently regained place from Esteban Cambiasso but remains vulnerable to the next superstar signing.

24 Claude Makélélé (France, 24; 30)
Hard-working, underrated midfielder who helps Zidane to shine for France and Real. African-born, French raised. Known as the "lungs" of the team.

10 Luis Figo (Portugal, 91; 30)
Captain of Portugal stolen from Barcelona in audacious coup. Two-footed roving winger and dead-ball specialist. Back to top form.

7 Raul (Spain, 61; 25)
Made Spanish captain on Hierro's international retirement. Leading goalscorer in Champions' League with 41 goals in 76 games. Made Real debut at 17.

5 Zinedine Zidane (France, 81; 30)
The subtle conductor of Real's orchestra. Recognised as the world's best player, captain of France.

11 Ronaldo (Brazil, 74; 26)
The double World Footballer of the Year, World Cup winner last summer, lured from Internazionale in the summer. Ex-Barcelona.

SUBSTITUTES: Fernando Morientes (Spain); Javier Portillo (Spain under-21); Esteban Cambiasso (Argentina); Steve McManaman (England); Guti (Spain); Francisco Pavon (Spain, uncapped); Cesar (gk, Spain).