DAVID Beckham is arguably the world's most high-profile sportsman.

But the LA Galaxy and England footballer's position is now under threat as new F1 world champion Lewis Hamilton looks ready to claim his throne.

We look at Hamilton's keys to success

HIS YOUTH

HAVING conquered Formula One by the tender age of 23, and in only his second season, Hamilton could have more than a decade left at the top of his sport.

That is plenty of time to surpass Michael Schumacher's record of seven World Championships.

David Beckham? He is nearing the twilight of his career and is even struggling to get into the England first team.

HIS EARNING POTENTIAL

FORGET about Beckham's US$50 million ($72.5m) five-year contract with LA Galaxy.

Hamilton is on course to earn 10 times more than that.

The Briton is the only person who could knock golfer Tiger Woods from the top of the podium as the world's highest-earning sportsman.

Woods is on course to become the first person to accumulate US$1 billion ($1.45b) from sport by 2010, according to Forbes magazine, pocketing an estimated $115m in the year to June.

It will take Hamilton a little longer to approach such figures, but he is already well on his way.

His current McLaren contract is worth an estimated £75m ($202.5m) over five years and a sponsorship deal with Reebok will add a further £20m.

If he continues his winning streak to 2012, when his McLaren contract will be due for renewal, that pay cheque alone could jump to £30m a year, and people close to Hamilton are already confident that his career earnings could well top £500m.

His world title triumph will undoubtedly bring further offers of big-money advertising deals.

HIS QUALITIES

LIKE Beckham, Hamilton is a marketing man's dream. He is the complete package: Charm, charisma, youth and success. And he is articulate while Beckham can be painfully shy at times.

Hamilton's high-profile relationship with pop star Pussycat Dolls' Nicole Scherzinger will also keep him in the sporting and entertainment limelight.

HIS APPEAL

LIKE Woods, Hamilton's ethnic background only widens his appeal.

His F1 success means Brand Hamilton is so strong that companies will be desperate to shell out handsomely for his endorsement, credit crunch or not.

HIS CHALLENGERS

HOWEVER, to continue his rise to the top, Hamilton must keep winning.

It will not be easy as top drivers like Ferrari duo Felipe Massa and Kimi Raikkonen, and two-time world champion Fernando Alonso, would be looking to usurp his F1 throne.