It was breaking news over the Monday morning cornflakes.

LA Galaxy's coach was stepping down. Not only that but this "bombshell" had been exclusively revealed by David Beckham himself.

Woopy doo!

I had hoped that by now the circus act of Beckham's American dream would have left town. Once the real season began over here, any interest in the Hollywood Showbiz League would have died off.

But no, there are expense accounts to justify for the legion of reporters trawling round the States to cover his every utterance. So we get "red hot exclusive" stories like the news that former Ipswich defender Frank Yallop was stepping down.

If I was bothered, I'd wonder what Yallop thought of his decision being leaked by one of his players; and what the rest of the locker room (that's American for dressing room) reckoned to Beckham going public.

But I'm not, so I won't.

Sadly, our great England coach does seem very concerned about all this. So concerned that he spent last weekend watching Beckham stroll around in a charity game.

Could you imagine any other international manager jetting halfway across the world to watch a player in a celebrity kickaround against a team made up of two-bit actors?

But then, as Yallop found out on Monday, everyone has to play second fiddle to Brand Beckham.

And you wonder why our Euro 2008 hopes are hanging by a thread.