In the week before Beckham's presentation, Real named Carlos Queiroz as their new head coach, meaning that Beckham was reunited with a familiar face upon arriving to Madrid, since Queiroz had spent the previous season as Alex Ferguson's assistant at Manchester United. In late July 2003, the club went on a tour of the Far East as part of pre-season training, but also to cash in on Beckham's huge marketing appeal in Asia, where he enjoyed tremendous following. Real's brand recognition in that part of the globe was already well established as the club made financially successful trips to Asia during previous off-seasons. The presence of a global marketing icon such as Beckham, however, made this particular tour a financial smash for "los Merengues".