RUGBY World Cup hero Jonny Wilkinson has overtaken England captain David Beckham in the battle to be sport's number one charity champion.

An England rugby shirt worn by Wilkinson sold for £1,000 more than a Real Madrid shirt signed by Beckham at a charity auction in the North-East this week.

And although it made far more than Beckham's strip, Jonny hasn't even signed the rugby shirt yet.

Beckham already earns millions every year from endorsements, TV and print advertising.

Quiet man Jonny wants to be left alone, but advertising executives reckon he has all the qualities needed to become of one sport's most marketable assets.

They say the charity auction, which saw rival bidders battling for his shirt, is a sign of his future earnings potential.

The shirt was sold at North-East Football Writers' Awards, at the Ramside Hall Hotel, Carrville, Durham, where a shirt, yet to be signed by him, realised £3,100.

The sale was given added weight by the fact that it was bought by a leading figure in the football world.

John Smart, managing director of haulage company New County Roads - the sponsors of Newcastle United's Heroes club for ex-players - and a former chairman of Hartlepool United and director of Carlisle United, said: "I am delighted. I was determined to get his shirt. It will be one of my favourites."

Mr Smart said he was a keen signed-shirt collector and a regular at the annual dinner where he had bought several items.

They included a David Beckham Manchester United shirt, Ronaldo's Inter Milan shirt, and Tino Asprilla's Colombian shirt.

He said: "I follow both sports very closely. Jonny Wilkinson is a new role model throughout sport, not just rugby, because of his clean cut image and the way he handles pressure in all situations.

"I think he has done a magnificent job for English sport in general. Apart from that, Jonny Wilkinson is a North-East sportsman and I am delighted to collect anything of that ilk.

"He has done a terrific job for the Newcastle Falcons.

"He will enjoy the high profile that goes with his success and he deserves to," he said.

Jonny and Becks have already appeared together on screen. The pair filmed a series of TV ads before the World Cup.