Authentic Brands Group (ABG) has entered into a partnership with David Beckham to co-own and manage his brands and businesses, which include endorsements with Adidas, Tudor, Maserati, EA Sports, Sands and Diageo.
In keeping with the deal’s terms, Beckham has become a shareholder in ABG, while ABG has become the largest shareholder in Studio 99, a production studio that Beckham co-founded in 2019 and that has deals with Netflix and Disney+.
Beckham boasts 9 billion impressions on Instagram, Facebook and the Chinese platforms Weibo and Douyin combined. His 138 million online followers raise ABG’s total to about 420 million.
Jamie Salter, the company’s founder, chairman and CEO, said ABG plans to scale Beckham’s brand and “expand it into new verticals” while driving its own growth in EMEA and Asia-Pacific. ABG is opening a European headquarters in London, where Beckham’s operation will be based. ABG’s entertainment portfolio includes Muhammad Ali, Shaquille O’Neal and Sports Illustrated.
As we reported last month, ABG is in line to complete its acquisition of Reebok during the first quarter of 2022. There is speculation that it could transfer Beckham’s Adidas endorsement – a $160 million lifetime deal, signed in 2003 – to the acquired brand.
