This is not what Alexi Lalas signed up for, not that he's complaining.

A two-time Olympian, two-time World Cup player for the United States and an accomplished front-office executive, Lalas has had a front-row seat for the sporadic peaks and early woes of MLS' slow ascension into America's sports consciousness.

And still, Lalas, president and general manager of the Los Angeles Galaxy in the shadows of Hollywood, has seen nothing like the storm of attention that has engulfed his club this summer.

In an area where stars stop the traffic every day, an international icon from England, David Beckham, has made La-La Land go ga-ga for soccer.

The wildest stretch yet of Beckham's American debut will conclude Sunday when the Galaxy takes on the Colorado Rapids at sold-out Dick's Sporting Goods Park (5 p.m., Altitude).

Lalas admits it has been a trying season, from his team's disappointing results to the bevy of media and fan requests surrounding Beckham's arrival.

With the early returns in, Lalas continues to be amazed by the sweeping interest the Galaxy's newest player has brought to MLS.

"It's been a challenging year, to say the least," Lalas said. "The schedule we've been handed seems to have been designed to accommodate everybody but ourselves, just with the incredible focus and interest internationally, much of it, on our team and our players and our league. And that's awesome.

"I happen to think this is the most talented Galaxy team, individually, that we've ever put together. It has not translated into the wins because this team is still coming together and still coming to terms with a brave new world that we have woke up in."

In the "What Have You Done For Me Lately?" attitude prevailing throughout the sports and entertainment industries, Beckham's arrival in Southern California and his subsequent delayed debut because of a left ankle injury stirred bashing before he set foot on an American field.

Yet, as soon as he did, American soccer fans immediately discovered there was substance behind the hype.

After coming off the bench in his MLS debut Aug. 9, Beckham made his first start in a SuperLiga semifinal match Aug. 15 against D.C. United, curling a free kick inside the left post for his first goal and adding an assist to help the Galaxy to a 2-0 victory.

On Saturday, Beckham thrilled the Big Apple, recording two assists (originally Beckham was credited with three but one was changed upon further review) in Los Angeles' wild 5-4 loss against the Red Bulls.

Moreover for MLS, Beckham has been every bit the box-office splash the league has craved for years.

The game against the Red Bulls in East Rutherford, N.J., drew 66,237 fans, the largest attendance for an MLS regular-season game since the league began in 1996. New York averaged 11,573 fans in its first 10 home games.

When the Rapids' single-game seats went on sale March 10, the match Sunday against the Galaxy sold out in 90 minutes. On Wednesday, the Rapids released 500 standing-room only tickets for Beckham's appearance; they sold out in 16 minutes.

"It is extremely exciting. David is able to cut through the clutter and get people on the periphery of the sport interested," Rapids general manager Jeff Plush said. "He reaches a wide market. For those of us who are passionate about the sport, it's a great thing. It will be fun on Sunday.

"I think (his start) was important to the casual fan and the media who were putting a lot of pressure on him. We all knew he was a great player. It's not just the goals and assists. It's the quick passes and the way he keeps the ball moving. He opens up the field and makes everyone better on his team."

Beckham's endurance and the state of his gimpy ankle will be tested Sunday when he completes a stretch marked by the sort of travel that has been unfamiliar throughout his career.

After last week's game against the Red Bulls, Beckham flew to England and played every minute in his country's 2-1 loss in a friendly against Germany at Wembley Stadium in London on Wednesday.

Beckham returned for the Galaxy's nationally televised match Thursday against Chivas USA and will have two days to recover before tackling the altitude of Colorado.

Beckham's Galaxy teammate, Landon Donovan, will make a similar journey after competing for the U.S. in a 1-0 loss Wednesday at Sweden, but such experiences are a little more customary for American players.

"It's not ideal, but it's the reality of being an international soccer player. Especially one who plays in the United States," Lalas said. "Our players are pretty used to the travel involved with their sport. But to go back and forth from Europe and to be available for two different games on two consecutive days, it's going to be an interesting chapter in the book, that's for sure.

"The travel is something I think he's never experienced before and something most of the internationals that come into our league need time to adjust to. We can get up one morning to travel six hours and three time zones away to play. It's something pretty unique to our country and not something a lot of internationals have to go through when they're playing in some of the best leagues around the world."

Marketing marvel

• KA-CHING: Because of David Beckham, merchandise sales are up 700 percent for the Los Angeles Galaxy and 300 percent leaguewide, according to Major League Soccer.

• FAN FAVORITE: Beckham's first trip drew an average of 42,211 fans to Toronto, Washington, New England and New York, and he didn't play in Toronto and New England.

• STILL TO COME: New Beckham marketing from Pepsi, adidas and Motorola is on tap, according to Brandweek.com. Next month, Intimately Beckham from International Flavors and Fragrances will launch in department stores nationwide.

He said it

"Every time I step on to the pitch, it feels like a trial. I'm always wanting to prove people wrong. People expect that I can't handle the travel, then I have to prove them wrong. That's the only way I can do it, by playing well and winning games."

David Beckham, after playing for England against Germany on Wednesday at Wembley Stadium, then flying back to the United States.

Fight after flight

Fresh off his flight from London earlier in the day, David Beckham got feisty after being tackled from behind by Jesse Marsch of Chivas USA on Thursday. Marsch ran up behind Beckham and applied a high kick to his right hip during injury time at the end of the first half. Beckham ran up to Marsch, shouting in his face. Beckham was pulled away, but he continued shouting and swung his right arm when the referee tried to grab him and get him away.

On the move

Life has been a whirlwind since David Beckham arrived from across the pond in July. The frenetic August of Beckham's initial Major League Soccer sojourn.

• Aug. 9: Makes MLS debut, coming off the bench to play 21 minutes in the Galaxy's 1-0 loss at D.C. United.

• Aug. 12: Misses match at New England because of a sore left ankle that also delayed his debut.

• Aug. 15: Wows the home fans while showing what all the fuss has been about in a rematch against D.C. United, helping the Galaxy to a 2-0 victory in a SuperLiga semifinal match. He scores a goal on a vintage "Bend It Like Beckham" free kick in the 27th minute and assists on a goal by Landon Donovan 20 minutes later before leaving in the 63rd minute.

• Aug. 17: Attends a youth clinic in Harlem, N.Y.

• Saturday: Records two assists, his first MLS points, in a wild 5-4 loss against New York. A crowd of 66,237 watches the match in East Rutherford, N.J., the largest regular-season crowd in MLS history.

• Sunday: Beckham flies to London to join England's national team.

• Wednesday: Plays every minute for England in a 2-1 loss against Germany in a friendly at Wembley Stadium.

• Thursday: After boarding a plane in the morning after England's loss, Beckham arrives in Los Angeles for the Galaxy's city rivalry match against Chivas USA in Carson, Calif. He played the entire match of the 3-0 loss. His week concludes Sunday when the Galaxy visits Dick's Sporting Goods Park in Commerce City.

In Colorado

• What: Soccer icon David Beckham's first match appearance in Colorado as the Los Angeles Galaxy and Rapids meet in an MLS game.

• When: 5 p.m. Sunday.

• Where: Dick's Sporting Goods Park, Commerce City.

• Hot ticket: A capacity crowd of more than 18,500 is expected to be on hand after standing- room tickets sold out in 16 minutes Wednesday.

• TV: Altitude.

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