Beckham's new challenge: lure more Hispanics fans

The English soccer star is pretty much unknown to American sports fans.
LOS ANGELES (AP) -- Whether David Beckham's American adventure proves a financial boon or multimillion-dollar blunder for Major League Soccer could depend on how well Beckham wins over fans such as Rodrigo Diaz.
Diaz emigrated from Mexico when he was 14, plays soccer with his friends at a local park and occasionally goes to watch the league's two Los Angeles-based teams, Chivas USA and the Galaxy.
"I'll go to one or two games to see how Beckham is playing," the 32-year-old Diaz said while buying a knee brace at Niky's, a soccer store in a predominantly Hispanic neighborhood. "If I see he's not into it, I'm not spending any more money."
Hispanics made up a third of fans at MLS games last season, according to league statistics, with the percentage higher in Hispanic-heavy cities such as Los Angeles and Dallas. Regular season games averaged 15,504 fans, a tiny fraction of the tens of millions of soccer fans and players the league estimates are in the United States.
Untapped market
Hispanic immigrants are both a substantial MLS fan base and a relatively untapped market. The 13-team league is hoping a recent deal with Spanish-language giant Univision to broadcast some games this season will help change that.
Even with more exposure, the sell could prove difficult: Many Hispanics scorn MLS as a bush league where players show little of the panache and artistry that gives soccer its "beautiful game" name.
"Soccer here looks like a game of American football," said Juan Munguia, a 30-year-old cook from Mexico. "It's all blows but very little grace."
Enter Beckham.
Beckham should add to the rivalry between Galaxy and Chivas USA, said Chivas USA CEO Javier Leon. The northern sister team of Mexico's popular Chivas Guadalajara team, Chivas USA joined MLS a few years ago and caters to Hispanic fans.
"Beckham now becomes a target," said Leon.
"Our fans will be intrigued to watch us play him."
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