I think they saw Gavin and Stacey, and thought what a great business opportunity if they could copy them.
Also, Barry looks nice in the programme. So why not. Beckham could also have a kick about with the Cardiff team.
Then work in the shop selling shirts. Might be a good businnes idea to get his name put on a couple, and see how they sell. You never know. Might mention it to VT, next time we have a cuppa.
Word of warning though - may need to get someone to spell his name on the back of the shirt, as he does't seem the brightest of lads, that Mr Beckham.