Bidding war erupts as David Beckham heads to World Cup ... as a pundit

David Beckham could be heading to the World Cup after all — he is at the centre of a bidding war between TV companies to appear as a pundit.

The BBC and ITV are said to be leading the charge to secure his services for their coverage this summer. The midfielder will not be playing in South Africa after rupturing his Achilles tendon
during a match on Sunday.

The BBC is the current favourite, at 8-11 with Paddy Power, putting Beckham alongside regulars Alan Hansen and Alan Shearer. ITV is quoted as evens.

He has never worked as a pundit but the lure of the World Cup could be too difficult for him to resist.

The BBC and ITV, who will be showing the World Cup matches between them, both released ambiguous statements over their positions.

A BBC spokesman said: "We would obviously always be very keen to work with David, but for now we just wish him well and hope he has a speedy recovery."

An ITV spokesman added: "We're talking to a number of high-profile players that won't be playing in the World Cup, but won't be announcing our team until nearer the summer."

It could also provide a boost for brand Beckham. Stephen Cheliotis, chief executive of the Centre for Brand Insight and Analysis, said: "You could argue that Beckham getting injured is a less risky option for sponsors. He could have gone and been past his best, and people would have been disappointed. Now there will be an assumption that if Beckham had been there we would have done better."