Beckham crucial to England 2018 W.Cup bid: Blatter

David Beckham is the key in selling England’s struggling bid for the 2018 World Cup and he must be used at every opportunity, according to FIFA president Sepp Blatter.

Blatter met Beckham in Cape Town ahead of England’s presentation of their bid credentials to the world’s media and football’s powerbrokers here this week.

The FIFA chief was quoted by Sky Sports as saying the “Beckham-brand” should be milked mercilessly as it could make the difference between success and failure.

“They have to use him for everything, forever. If they don’t they are not very intelligent,” he said.

“I’ve been working in FIFA for 35 years and I know a good guy for big occasions.

“He’s one of the most important figures in football. He has a personal charisma that very few players have. He’s a great man.

“Perhaps he is not the best player in the world but he is a good guy and he is also the best ambassador for fair play in football.”

Beckham, who hopes to be in Fabio Capello’s squad for the 2010 World Cup, has taken on the role of official ambassador for England’s bid in an attempt to convince the FIFA executive committee to award them a first World Cup since 1966.

The LA Galaxy star is due to meet senior FIFA members here this week with England’s bid under pressure after English Premier League chairman Dave Richards resigned from the board.

His move came as David Triesman, chairman of both the bid and England’s Football Association, came under fire for having a dual role which his critics maintain does not leave him with enough time to do both jobs properly.

England are up against Australia, Indonesia, Japan, Netherlands-Belgium, Russia, and Spain-Portugal for the 2018 World Cup with a decision made a year from now.