Cole the luxury item is now a necessity

Young and gifted, two sideshow men of the World Cup lock horns at St James' Park, with recognition the mission

It was eight weeks ago, in the late-afternoon sultriness of Shizuoka, that the inquisition into England's ignominious elimination began, and it still continues. Opinion is divided on many issues. Was Rivaldo's equaliser the product of Brazilian bravura or naïve defending? Was Ronaldinho's free-kick superlative, instinctive thinking or simply freakish? Yet if there is one subject on which there was virtual unanimity, it is embodied in this question: where was Joe Cole in the second half, and why had his country not turned to him?

Sven Goran Eriksson had introduced Kieron Dyer after half-time and Darius Vassell and Teddy Sheringham in the latter stages in an ultimately futile attempt to swing events to England's advantage. However, many felt that a desperate situation called for the country's most naturally blessed talent, a 20-year-old as nimble as Nureyev, to be allowed to disturb the Brazilians' equilibrium, if only for the last 20 minutes.

Instead the West Ham midfielder remained a mere witness to England's demise. Backside glued to bench, probably the same thoughts passed through his mind as when he was a fan watching games. "I used to think, 'I wish I was out there. I could do that'," Cole recalls. The words "only better" went unspoken.

The Islington-born player was England's luxury item in the Far East, and barely taken out of the suitcase (his World Cup lasted 16 minutes, as a substitute, against Sweden). Next time, in Germany 2006, he will travel as priority luggage, assuming, of course, that his progress continues.

This season, in which he turns 21, Cole will need to come of age, both as a club player and an international, to justify the commotion which has attended his progress since his introduction as a prodigy. The evidence will emerge from his exhibitions in the Premiership, in which the Hammers kick off with a visit to Newcastle United tomorrow night.

Then, in three weeks' time, he is likely to start in the friendly against Portugal, a prelude to the Euro 2004 qualifiers, which will also provide Eriksson with the chance to scrutinise Cole's West Ham team-mates Michael Carrick and striker Jermain Defoe, Blackburn's David Dunn and Leeds' Jonathan Woodgate.

Over the summer, the diminutive Cole has trained hard on building muscle as well as finishing prowess. The latter is overdue, considering that last season's official Premiership statistics list him as "The Player With The Most Shots Without Scoring". His tally was a dismal 42 efforts without reward.

Another transformation in the close season saw the shaving of all his head, except for a red stripe down the centre. It has since been restyled, but it was briefly reminiscent of David Beckham's mohican. It might be assumed that he is relishing becoming as much a focus of attention as the England captain, yet Joe Cool laughs at the thought. "I think we're two completely different characters. I can't ever imagine anyone being as interested in me as they are David Beckham. Becks has got the full package, hasn't he?"

Perhaps, but the Manchester United player is hardly equipped to unpick defences with the same scintillating footwork as Cole; and he did not possess such audacity at the same age. The younger man will not apologise for those cavalier traits.

"I'm learning the game under the spotlight because of the expectation around me," says Cole. "That began at the age of 17 when I got into the West Ham team. But it has benefited me because I don't get nervous before big games. I don't go out there scared to play. I play my own game, and if it works, great. If it doesn't, I look at where I went wrong and try to learn."

It was generally perceived that the crucial moment when Cole was caught in possession, and Italy went on to equalise, in the friendly encounter against England was a typical example of ambition exceeding limitations at international level. "If you don't keel over, it's only going to make you stronger," says the player who was educated at Lilleshall School of Excellence, but has a self-taught degree in irreverence.

"I thought the criticism I got afterwards was really unjust. I lost the ball on the halfway line, dribbling. It was a minor mistake. But it's probably a positive thing for me to be singled out. Now I know what it's all about. But I won't be afraid to do anything like that again. If my mind tells me to dribble and I lose the ball and they go and score, that's tough luck."

Although the Hammers finished a commendable seventh last season in manager Glenn Roeder's first season, it is arguable Cole's international career would be enhanced by him performing for one of the élite. Thus far, the "Hamburger Kid" (he would eat every meal in McDonald's, given the choice) has betrayed no evidence of wanderlust. West Ham are in the process of offering him an extension to his contract, which has two years to run.

"If we improve from seventh this season we'll be in Europe," Cole says. He adds pointedly: "I do think I need to play at that kind of level to make myself a better player. My ultimate ambition is to win the World Cup with England, whether it's next time or when I'm on my last legs. I'm not interested in the individual accolades. I only want to win for the team."

But individual praise, you imagine, would not be unwelcome. And there should be no scarcity of it this season.