Beckham hype helps Real in Asia

But would Zhou risk pirating the Adidas insignia worn by Real Madrid? Certainly. "Normally it's not worth it -- things are stricter here than at other markets," he explained, then he smirked. "But now everybody wants exactly what Beckham wears."

Zhou dangled a replica of the Spanish club's new white kit, with Adidas and Siemens logos stitched on the front and, silkscreened on the back, the number "23" -- that of David Beckham, newly signed from English rivals United.

It is Zhou's hottest-selling item -- at around 80 kuai ($9.75) -- and represents much more than a cheap playground fashion fad.

Real, with Beckham in tow, launch a two-week Asian roadshow on Friday in China's southwestern outpost of Kunming, part of a bid to challenge the English Premier League's regional dominance on shirts, billboards and television sets.

United have some 16 million followers in Asia and the slickly run Premier League is by far the top football draw on television. Apart from soccer junkies and bookmakers, few people stay up to watch late-starting Spanish broadcasts in the wee hours.

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But Real hope Beckham's blockbuster move will help them to level the playing field.

This month, Real announced a deal with an Asian marketing outfit that would guarantee them a minimum of 22 million euros ($25.2 million) in the next three years from club shops, eateries, football camps and licensing deals.

Real's director of marketing Jose Angel Sanchez said the agreement was critical. "Last year we presented one for Mexico that's working very well...This deal regarding Asia is crucial and soon we'll be announcing a couple more."

ASIA'S DARLING

Sanchez said the Asian trip, which includes friendlies in Beijing, Hong Kong and Tokyo after a week of pre-season training in Kunming, was negotiated before the Beckham signing was on the horizon.

Still, some pundits say Real were thinking as much of Beckham's global celebrity as his midfield footwork when they added him to a stable already stocked with Ronaldo, Luis Figo and Zinedine Zidane.

Little Bei, as Beckham is nicknamed in China,

Barbers' chairs fill up whenever he remodels his hairstyle. He sells motor oil in Thailand, Malaysia and Vietnam and beauty products in Japan. At a Hong Kong candy chain, his image adorns chocolate boxes and pencil cases.

There are signs that his move is prompting conversions.

"We don't have the Beckham shirts in stock yet but there has been tremendous demand for ordinary Real Madrid kits since the news came out," said an employee at a soccer shop in Shinjuku, central Tokyo. "We are waiting for some new Manchester United shirts but interest may fade a bit."

But United fans say the team's appeal transcends Beckham.

"We were a club long before Beckham became so well known," said a spokesman for Tokyo's United fan club.

MAXIMUM EXPOSURE

Beckham-mania aside, Real face tough market realities.

The Premier league plays several afternoon matches per weekend and staggers fixtures for maximum exposure, allowing the Asian faithful to watch doubleheaders live before bed. The Spanish league takes to the pitch in the evening, partly to escape the blazing sun, and schedules more games simultaneously.

That means less Real, more Manchester United.

"We believe in Spanish football and it's only going to be better now with David Beckham there," said ESPN STAR's managing director in China, David Cantalupo. "But there's a limitation to what we can do with it."

Long term, Real Madrid officials say it would be better to play more matches in the late afternoon but they would need the entire Spanish league's approval.

Ever-shifting standings, a wide-open style, packed stadiums and ample scoring also make the English league a hotter television ticket despite the star power of the Italian and Spanish leagues, analysts say.

"You got big, huge-name people in those leagues but the ratings speak for themselves," said Cantalupo.

In parts of Asia, Real may be overestimating Beckham's worth.

A plan to play the national team in Malaysia was cancelled partly because the asking price of 2.6 million euros ($2.94 million) was deemed too high, local media said.

This weekend, by contrast, Malaysia is hosting Newcastle United, Chelsea and Birmingham City at the first Premier League-sanctioned tournament outside England. Capacity crowds are expected.