At 36, he may not be scoring goals like he used to. And he likely won’t be on the pitch for Great Britain during the 2012 Summer Games in London. But you will be seeing a lot of David Beckham as a major player pitching products between now and next July.

Beckham, whose celebrity status rivals the status he attained when he was considered one of the best soccer players in the world, is in a new Diet Pepsi ad, is the global spokesman for Samsung’s Olympics push, will have his third fragrance line from Coty hitting retail in September, has a “bodywear” line coming from Armani and will be part of upcoming Olympic-related plans for adidas and EA Sports.

In addition, he is active in London 2012 work and, by the way, still plays in the U.S. for the Los Angeles Galaxy.

But the question is: Are consumers still buying into whatever he’s selling?

“Americans buy what icons who look like David Beckham are selling,” said LeslieAnne Wade, former vp-communications for CBS Sports and now managing partner for sports strategy and consulting firm Wade Media Management, New Vernon, NJ. “David Beckham sells a look and a globally recognized style.”

Beckham takes in a cool $40 million a year, including salary and endorsements, making him the top-earning soccer player in the world and sixth highest among all athletes, according to Forbes. Tiger Woods tops the list (as he has for several years) at $75 million, followed by Kobe Bryant ($53 million), LeBron James ($48 million), Roger Federer ($47 million) and Phil Mickelson ($46.5 million).

In 14 games with the Galaxy this season, he has no goals and seven assists …and seven yellow cards.

“Beckham is in the twilight of his playing career, but Brand Beckham has never been brighter,” said John Meindl, CEO and founder of SportsBrandedMedia, a marketing, brand-building and production company based in New York. “He is at the nexus of soccer, music and fashion – and his marriage to Posh Spice (Victoria Beckham) doesn’t hurt.”

Beckham was in full mode as a Samsung spokesman on June 13 in London, where he helped to launch the Olympic torch relay team, which will be composed of people who have been nominated and selected based on their work in the community.

Beckham addressed his role with the London Summer Games, alluding to his quest to participate not just as a spokesperson but as an athlete.

“When I was asked to be part of the Olympic bid, I was very skeptical at first because I’d never competed in the Olympics. I’m a football player,” the former England captain said at the press event, referring to his role in helping to secure the 2012 Games for London during a presentation before the International Olympic Committee in 2007.

“To be part of a team that was trying to bring the Olympics to my country, let alone somewhere where I grew up, was a great honor and very flattering,” said Beckham. “The Olympics means the world to everyone. It’s such a great event to be part of.”

But does his past glory on the playing field and role with the London Olympic Committee mean fans and consumers still respond to his good looks and savvy presence?

“As an endorser Beckham has tremendous range,” said Meindl. “With his model good looks and carefully managed star power, he is a fit for the products he represents, a prerequisite in reaching the 18-34 demo.”

And as Wade pointed out, although he might have lost a few steps on the soccer field, “He is also still the icon for his sport in the U.S.”