Authentic Brands Group and David Beckham Form Partnership

Authentic Brands Group announced that it has entered into a strategic partnership with David Beckham to co-own and manage Beckham’s global brand. In connection with the partnership, David Beckham has become a shareholder in ABG. Beckham has built a diverse portfolio of brands and businesses that connect with audiences worldwide and is supported by partners including Adidas, Tudor, Maserati, EA Sports, Sands and Diageo.  

“We are thrilled to welcome David Beckham to ABG’s esteemed entertainment division and even further honored to call him an ABG shareholder,” says Jamie Salter, founder, chairman and chief executive officer, ABG. “David is a superstar talent with an incredible global brand reach and a highly influential presence. 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.” 

Beckham and his management team will partner with ABG to grow the David Beckham brand through endorsements, business models, digital and media partnerships and new consumer products.  

“ABG takes an innovative approach to global brand development, and I’m delighted to be joining them,” says David 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.” 

As part of this next phase, ABG is officially opening its European headquarters in London. The office will house the David Beckham team. 

ABG will also become the largest shareholder in Studio 99, an integrated 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, in addition to a commercial business generating content and creative marketing campaigns for a range of global brand clients. 

“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,” says 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.”