PARIS, AP:

David Beckham turns 40 today, and while memories of his playing days with England, Manchester United and Real Madrid fade, he remains a captivating figure of worldwide interest.

When he ended his playing career on an unglamorous field in north-western France two years ago, it brought the curtain down on the career of one of the world's biggest sporting icons.

Since retiring, England's former captain continues to prosper off the football field, where his multifaceted life centres on celebrity and fashion, but also ambassadorial roles and an ambitious project to create a Miami team in Major League Soccer.

Beckham's earning potential remains potent, even away from football.

He topped the Sunday Times' SportRich List for Britain's sportsmen in 2013, and placed 11th in the world list headed that year by Tiger Woods.

Beckham is now affectionately viewed more as a father and proud dad than a swashbuckling footballer, giving him a more rounded, global appeal.

That appeal has been seized on by Global Brands Group Holding Limited - one of the world's leading branded apparel, footwear, fashion, and lifestyle product companies. In December, it announced the launch of a joint venture with Beckham, cashing in on the beaming smile and handsome looks.

Beckham remains sought after, having signed agreements to promote casinos in Macau and Singapore. Diageo Plc also hired him to help sell Scotch whisky, and he promotes sportswear from Adidas.

Beckham's Footwear Productions company turned over £15 million (US$24 million) in 2013.

If the company you keep is anything to judge by, Beckham is still a high roller in the fame stakes.

Guests at his 40th birthday bash, just outside the ancient Moroccan city of Marrakech, are reported to include Hollywood actor Tom Cruise and director Guy Ritchie.

Not everything goes smoothly for Beckham, who drew England's wrath when he was red-carded playing for England against Argentina at the 1998 World Cup.

His venture into Major League Soccer, with plans for a Miami team under the south Florida sun, is proving problematic.