MLS: MAJOR LONG SHOT (EVEN WITH BECKS)

Right now, there's major buzz and butterflies over David Beckham (pictured), painting a beautiful picture for Major League Soccer. But... for right now. The question everyone ponders is: Will MLS eventually smear into blurriness again or will Beckham change the economics of the sport, where MLS clubs are doubling their revenue?

On the outside, "Becks" is an impressive portrait to gleam about (same with his wife, Victoria, by the way). Thanks to his good looks, charm and soccer "bending" skills, sponsors such as a Pepsi, Gillette, Motorola and adidas have swarmed for his on-camera services. He even made his walk-on mark on the big screen in the 2002 hit movie, "Bend It Like Beckham." Since 1999, when he finished second in the FIFA World Player of Year voting (also in 2001), Beckham has been the most famous and recognizable international athlete not playing or living in the United States.

Until now.

The King Kong of soccer is finally here, but he's not the same player he once was - that's why England kicked him off its national team. The question if whether or not Beckham, who's old in soccer standards at 31, can elevate the value and skill level of the entire league should be secondary; more importantly, can he spice things up for his own team, the Los Angeles Galaxy (and not just by having Posh Spice in attendance)?

For MLS' sake, let's not be too critical about Beckham arriving in America. Business wise, the return on his investment will be significant; once the season starts in April, the Galaxy will be a sold-out traveling circus - Posh Spice included - that will resemble Michael Jordan's Chicago Bulls teams (in fact, Beckham will be wearing No. 23). What concerns me more is how professional soccer is played and marketed here in this country. Why is it that more than 90 percent of kids between the ages of 6 and 12 play soccer, but when they get older they transition to basketball, baseball and football? The reason is that kids are introduced to soccer by default, usually before any other sport, because it's extremely easy to play. As they get older, their attention strays from soccer because their connection to role models heavily favors basketball, baseball and football players who are marketed across all media platforms. Soccer hardly gets any real exposure until the World Cup rolls around every four years. What the MLS needs is a major tune-up - a peppier engine for a league falling behind in the pack and not favored to win.

If I were MLS commissioner for a day, I would make the sport resemble NBA basketball more by increasing the pace and scoring of the game while marketing the moves and styles of the players. For on-the-field play, I would shorten the field, break up the time from halves into four quarters and implement unlimited substitutions. I would also increase the distance of the penalty shot to make it more challenging for the kicker (The way it's set up now, it's basically a chip shot for the shooter, total guesswork for the goalie and, therefore, boring for the viewer.)

But what's really going to drive American fans into MLS seats is their interest in seeing homegrown talent represented on the field and brand name players who possess flair and wizardry with the ball. Right now, the United States national team is No. 31 in the FIFA world rankings. That needs to change. The MLS needs to strengthen its grasp on American soccer by pumping more resources into its grassroots programs for youngsters. The talent has to get better first and foremost, and if it takes luring renowned international coaches with big money to head some of these camps, then so be it. American fans simply need to start a following for up-and-coming talent and eventually revere them as one-name soccer stars like Brazil's Ronaldinho and Portugal's Figo.

A soccer "street" culture should also be developed, similar to what Nike basketball created several years ago through a series of "freestyle" commercials, in which NBA and streetball players demonstrated their fancy dribbling. With the MLS, the league should focus their marketing on what anyone, from inner cities to middle-class suburbia, would drool over on YouTube - trickery and innovation of a backyard sport - via an integrated program (print, online and television advertising) as well as event planning in top markets.

Now that you've got Becks, really soc it to 'em, Major League Soccer. Bend your backbone just a little, eh mate?