David Beckham's proposed move to AC Milan on loan is merely the continuation of a vision laid out by Silvio Berlusconi, the club's owner, a long time ago. Some may describe his approach as glitz and glamour over substance. Indeed, his critics in Italian politics would probably suggest that it's the same strategy Berlusconi has used in running Italy since he was elected Prime Minister last spring. Some may say it's just a giant marketing ploy. Perhaps, with a nod to Florentino Pérez, the former Real Madrid president, we ought to call it “galácticos lite”.

Berlusconi, who bought Milan in 1986, pioneered the exploitation of the synergies between sport and showbiz, seamlessly integrating the club in the programming of his television empire and relentlessly marketing Milan as an entertainment alternative. For a long time he did this by spending big to assemble successful teams; over the past few years he has tried to squeeze the best out of an ageing core of players with the odd headline signing thrown in.

Thus, in January last year, Milan signed Ronaldo, unwanted at Real and clearly on the decline, but still the kind of player to whom the media flocked. This summer brought Ronaldinho, another star on the wane, and Andriy Shevchenko. And now enter Beckham, at 33 another superstar whose best days are behind him, but who is still capable of packing a commercial punch.

Milan's strategy is simple: they see it as a win-win situation. From a footballing perspective there is little downside. As Adriano Galliani, the club's managing director, put it: “Beckham is a little something extra.” If he contributes on the pitch, great. They may even try to extend his loan or see if the deal can be made permanent. If he doesn't, no problem. There is plenty of depth in midfield already.

Then there is the commercial element. “Running a football club isn't just about putting 11 men on the pitch and winning games, it's about creating and sustaining excitement, filling stadiums, generating sponsorship, merchandising and marketing. It's about having a bold idea,” Galliani said.

Beckham, possibly more than anyone in the history of the game, ticks those boxes. The club need only look at the impact that Ronaldinho's arrival has had - about 40,000 fans packing the San Siro just to see him juggle a ball when he signed, 20,000 additional shirt sales - to imagine what Beckham can bring.

Shortly after the news broke yesterday, Milan's switchboard rang with a call from Dubai, where the club are set to play a few friendlies during the winter break. The organisers wanted to know if Milan could guarantee Beckham's presence on the pitch alongside Ronaldinho and Kaká. And they let it be known that they'd be ready to stump up more cash if it was going to help to make it happen.

Surely all this is worth a few months' salary plus the promise of a friendly match against Los Angeles Galaxy or whatever they agree with his present employers.

Carlo Ancelotti, the Milan coach, understands the ethos of the club: his job is not to decide which players to sign, but to find a way to make it work on the pitch. His main concern was that Beckham's presence might be disruptive to the dressing-room, but a call from Franco Baldini, the England assistant manager, put his fears to rest. Whatever else one may think of Beckham, he is a model professional and an exceptional team-mate.

Milan have yet to agree terms with the Galaxy, but sources at the Italian club said they were very confident. After all, having Beckham turn out for a top European side during the Major League Soccer off season is a boon to the Galaxy in terms of credibility. England will benefit as well, because having Beckham close at hand, training and playing in a highly competitive league, is a plus.

As for Beckham, it brings him a step closer to his dream of playing in the 2010 World Cup finals and he can add Milan to his CV, completing the treble of the biggest clubs in Italy, Spain and England. On the surface, it's hard to see it as anything other than a win-win-win-win situation all round.