But it was Jimmy Neighbour, youth development officer for the West Ham who pinched England's most exciting new talent from under the noses of the North London club.

"Arsenal must be kicking themselves now because Joe came from Islington, he played for Islington schoolboys and he was an Arsenal supporter," said Neighbour.

"Football is a small world and people all over the country soon got to know about Joe, but we pursued him really hard.

"It was all above board because although he was training with Arsenal at the time he hadn't actually signed for them. So we were really proud when Joe decided he wanted to come to West Ham."

Cole's immense talents stood out a mile, and it was plain to see why he was attracting the attention of scouts from the likes of Manchester United, Liverpool, Arsenal and Tottenham.

"When everyone at West Ham saw him they raved about him," said Neighbour, who is now on the coaching staff at Tottenham.

"Billy Bonds was manager at the time with Harry Redknapp as his assistant and they couldn't believe what they were looking at.

"Joe just wanted the ball all the time. Some of the skills he did were amazing, he had such quick feet and the ability to go past people.

"Joe had the lot at 13. He was the best youngster I had ever seen, no-one could touch him.

Cole is now on the verge of breaking into Eriksson's squad for the friendly against Spain.

"My message to Joe would be to keep your feet on the ground, always work hard and do your best, and just be yourself," said Neighbour.

"I am sure he will live up to expectations and I wish him every success.

"This country has got some great youngsters like Joe, Rio Ferdinand, Frank Lampard, Michael Owen, Gareth Barry and Lee Hendrie and if they all continue to come on then the England team will be a very good one in four or five years."