Real Madrid superstar Cristiano Ronaldo is poised to take over LA Galaxy's David Beckham as the face of world of football.

For the first time, Beckham is being challenged in the battle of the brands and it seems the Portuguese winger is set to move past him in the area he has had a stranglehold on for many years.

The 24-year old will soon outstrip Beckham for the number of commercial deals to his name, and it is mainly due to age according to sports branding expert Simon Chadwick from Coventry University.

"Beckham, because of his age and the stage of his career, has lost it. And Ronaldo is ideally placed to ass-ume the mantle of 'brand Beckham', especially among young kids and teenagers," he told the Daily Star.