The slow decline of a superstar is inevitably tinged with sadness - like us, he superstar doesn't realise he's seen his peak until it's already far in the distance. It's to do with exponential decay. You can try to fight it but once you start going down, that's it.

But David Beckham doesn't see it that way.

"I'm not finished. I'm just starting."

Is this a message to Steve McClaren?

"No, it's to all the big advertising firms out there. Tell them David Beckham is still number one when it comes to selling products to a wide range of social categories."

But fans want to know what his best position is.

'"I see myself as a lightening conductor for brand awareness - perfumes, sunglasses, shoes. Anything really. As long as it doesn't hurt the rain forests or dolphins."

Was he used to his full potential during the World Cup?

"Not really. I could have done more advertising for shaving products. That's what the focus groups were crying out for."

What role does he see for himself at the end of this season?

"Possibly in a big budget cop movie with lots of product placement and me as a sensitive leader type who's very patriotic.

Despite his optimism, Beckham can't understand why the press have it in for him.

"You see, I think only Americans really understand the Beckham brand. As many film people have told me, my story is an amazing one and deserves a bigger audience. And all this time I've kept me feet on the ground. Stayed true to my roots. For instance, my best mate, Tom Cruise, is just a normal bloke. The guy he plays in his first film, Risky Business - that could have been me when I was young. Or maybe Gary Neville, at any rate."