Authentic Brands Group (ABG) entered into a deal to co-own and manage David Beckham’s global brand. The terms of the deal, which makes Beckham a shareholder of ABG, were not disclosed.
Beckham is supported by strategic partners including Adidas, Tudor, Maserati, EA Sports, Sands, and Diageo, and joins the roster of ABG’s entertainment portfolio that includes athletes and iconic sports brands such as Muhammad Ali, Shaquille O’Neal and Sports Illustrated. The deal is intended to grow the David Beckham brand through endorsements, business models, digital and media partnerships, and new products.
“We are thrilled to welcome David Beckham to ABG’s esteemed entertainment division and even further honored to call him an ABG shareholder. David is a superstar talent with an incredible global brand reach and a highly influential presence,” said Jamie Salter, founder, chairman and CEO of ABG. “David and his team have built an enterprise that spans sports, entertainment, lifestyle and luxury, and we see significant opportunities to scale his brand and expand it into new verticals.”
“ABG takes an innovative approach to global brand development, and I’m delighted to be joining them,” said Beckham. “Our shared vision makes ABG the ideal strategic partner to help unlock the full potential of my brand and business. I’m incredibly grateful for the support I have received in my business career and proud of what our team has achieved. I’m excited for the next chapter.”
The partnership with Beckham marks a definitive step in ABG’s global strategy to expand its corporate footprint, launch new business verticals and drive growth in key territories, including the EMEA and APAC. As part of this next phase, ABG officially opens its European headquarters in London. The office will house the David Beckham team.
ABG also becomes the largest shareholder in Studio 99, a creative and production studio co-founded by Beckham in 2019. The company has a slate of documentary series in development and production for global platforms, including Netflix and Disney+, in addition to a commercial business generating content and creative marketing campaigns for global brand clients.
Beckham’s digital presence is considered one of the most influential in the world, with a following of more than 138 million, bringing ABG’s total portfolio-wide social media following to more than 420 million.
With a professional football career spanning more than two decades, Beckham was a member of Manchester United’s “Class of ‘92” and was the first English footballer to win league titles in four countries with Manchester United in England, Real Madrid in Spain, LA Galaxy in the United States and Paris Saint-Germain in France. He is a former England Captain who played 115 times for his country including in three FIFA World Cups.
“We have known David and his team for many years and are thrilled to join forces to break new ground,” said Nick Woodhouse, President and CMO of ABG. “Together, we will build on his remarkable brand and business platform to drive long-term growth and success.”
“ABG is a global leader in licensing and branding with a proven track record of successfully tapping into industry trends and innovating across products and platforms,” said David Gardner, managing director, David Beckham ventures. “We are looking forward to partnering with Jamie, Nick and the rest of the ABG team to continue the development of David’s brand and businesses.”
Photo courtesy David Beckham
