As the old saying goes: "You're not famous 'til you're famous in the U.S."
OK, so it's not really an old saying, but when it comes to Victoria and David Beckham, it certainly seems to be the goal.
If you don't know the couple known to their fans as Posh and Becks, don't worry. You will soon.
She's the former Spice Girl-turned-modern fashion icon; he's the hunky soccer star who recently signed a multiyear, multimillion-dollar deal to play with the Los Angeles Galaxy.
They're huge in Europe.
But not as much in the United States, where the last time the Spice Girls had a major pop hit, Paris Hilton was picking out a junior prom dress, and where professional soccer isn't as popular — yet — as baseball, basketball or football.
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Not a problem for this celebrity couple, who've mastered the art of self-promotion.
Call it: Brand it like Beckham.
They have already launched a full-scale media offensive, making it just a matter of time before they become true American commodities, says Darren Prince, whose Prince Marketing Group specializes in sports and entertainment publicity.
Consider: Although David Beckham may not hit an American soccer field until this summer, he has already proclaimed himself an ambassador for the sport. And expect a high-profile marketing campaign by the Galaxy in the hopes of breathing interest and life into Major League Soccer.
Not to mention his proposed ads, commercials and product endorsements for everything from Adidas and Pepsi to Motorola phones and Gillette razors.
Meanwhile, Victoria is reportedly talking to NBC about doing a reality show chronicling the family's trans-Atlantic move. And she's said to be planning her own clothing line.
Factor in the couple's budding friendship with members of Hollywood's royalty — the likes of Tom Cruise and Katie Holmes — and it's no surprise that they're starting to land on our pop culture radar.
"We're infatuated with fame," says Prince, on the phone from his Manhattan office. "Right now, we're wondering who they are, (but) once he starts scoring goals and her fashion line takes off, they're going to be credible.
"They've got great handlers and a lot of marketability and commercial appeal. It's not going to be difficult."
But why here and why now?
Well, why not? File it under: cold, hard cash and bright, hot fame.
"Even though the Beckhams are already incredibly wealthy, this is definitely a financial move," opines Greg Williams, a senior writer with Details magazine who has been following the couple's careers.
Plus, he adds, "most British celebrities would also like that (American) validation — Hollywood and New York are the major leagues of celebrity."
"It's quite brilliant for David Beckham to move his brand into a territory that doesn't care about soccer and for Posh to leverage something new when her pop career is in the doldrums," he says.
The crafting of Team Beckham USA comes via a well-oiled star-making machine, Williams adds.
"David's managed by Simon Fuller, the guy who brought you 'American Idol.' These people know how to deal, how to merchandise and market. The Beckhams aren't just coming here on their own — there's a plan."
It doesn't hurt that the Beckhams have a few famous friends.
In recent months, for example, the tabloids on both sides of the Atlantic have dramatically upped the couple's profile, most noticeably via endless shots of Victoria Beckham shopping with new BFF Katie Holmes.
"It helps that they've established a group of friends here with Tom Cruise and Katie Holmes," says US Weekly senior writer Joey Bartolomeo, on the phone from New York.