While the world’s elite football nations battle it out on the pitch, the true victor of this year’s tournament isn’t even wearing boots. Former England captain Sir David Beckham has officially emerged as the ultimate winner of the World Cup cycle, leveraging his iconic good looks and unparalleled global influence to pull off a staggering masterclass in business. The 51-year-old style icon has completely dominated American airwaves after locking down four eye-wateringly lucrative commercial endorsements worth tens of millions of pounds—proving that decades after his retirement, “Brand Beckham” is still the most powerful asset in sports marketing.

The British superstar’s legendary marketability reached a new pinnacle on Friday when he took over Hollywood Boulevard for his official Hollywood Walk of Fame induction ceremony. Flanked by his wife Victoria, Beckham was honored for his entertainment achievements, with Hollywood titan Tom Cruise delivering a heartfelt keynote speech. Reflecting on his journey, Sir David modestly told Variety magazine that global celebrity was never his original goal, stating he only ever cared about being a successful soccer player for Manchester United and England.

Yet, it is precisely that lethal combination of elite football heritage and undeniable Hollywood appeal that has made him irresistible to corporate giants. American brands view the former LA Galaxy star and Inter Miami owner as the undisputed “First Gentleman of US soccer,” and they have flooded his management team with massive financial offers to front their World Cup campaigns.

Beckham’s face is currently inescapable across the United States thanks to a quadruplet of mega-money advertising campaigns that capitalize heavily on his timeless charm and prestige. First, he has teamed up with fellow football legends Thierry Henry and Lionel Messi, alongside actor Steve Carell, for a high-profile Lay’s crisps campaign. He is also pocketing several million pounds to promote special McDonald’s tournament meals and collectible cups that are broadcasting simultaneously across the UK. For home improvement giant Home Depot, Beckham’s sophisticated image is being used to advertise a luxury $10,000 gift card giveaway tied to an exclusive trip to the World Cup final in New York.

Finally, in a brilliant nod to his status as a timeless football god, Beckham stars alongside Dune actor Timothée Chalamet in a blockbuster Adidas campaign titled Backyard Legends. The cutting-edge commercial utilizes de-aging technology to showcase Beckham at the absolute peak of his 1990s and 2000s physical and athletic powers, celebrating the nostalgia of street soccer.

Industry insiders claim that Beckham’s ability to effortlessly blend athletic credibility with male-model aesthetics makes him a goldmine for advertisers. As an industry source close to the tournament aptly noted, it is currently impossible to walk anywhere in America without seeing his face on a billboard or television screen. He didn’t earn the nickname “Golden Balls” for nothing—and this World Cup proves that Beckham’s looks and influence are still worth more than gold