ABG welcomes David Beckham to its portfolio with brand development projects

Together with ABG, Beckham plans to grow its brand through strategic endorsements and more.
// Authentic Brands Group has revealed a major new strategic partnership with David Beckham
// The deal means ABG will co-own and manage Beckham’s global brand, which includes a diverse portfolio of brands and businesses.

Authentic Brands Group (ABG), owner of Reebok, Juicy Couture and Forever 21, has entered into a “strategic partnership” with David Beckham “to build the future of the David Beckham brand”.

Beckham joins the roster of ABG’s growing entertainment portfolio which includes some of the world’s most famous athletes and iconic sports brands such as Muhammad Ali, Shaquille O’Neal and Sports Illustrated.

Considered one of the most successful athletes-turned-entrepreneurs, the former professional footballer has worked on fashion projects and done business with brands such as Adidas, Diageo, H&M, L’Oréal, Tudor and Sands. He is associated with eyewear company Safilo and launched Eyewear by David Beckham in 2020.


READ MORE: ABG to acquire majority stake in DB Ventures from David Beckham


David Beckham commented: “ABG takes an innovative approach to global brand development, and I am delighted to join them. Our shared vision makes ABG the ideal strategic partner to help unlock the full potential of my brand and my business. I am extremely grateful for the support I have received in my business career and proud of what our team has accomplished. I’m excited for the next chapter.

Jamie Salter, Founder, Chairman and CEO of ABG, said, “We are delighted to welcome David Beckham to ABG’s prestigious entertainment division, and even more honored to call him a shareholder of ABG. David is a superstar talent with incredible global brand reach and a very influential presence. David and his team have built a business that encompasses sports, entertainment, lifestyle and luxury, and we see significant opportunities to evolve his brand and expand into new verticals.

Together with ABG, Beckham plans to grow its brand through strategic recommendations, innovative business models, media partnerships and new consumer products.

Additionally, ABG will officially open its European headquarters in London, as the brand development company looks to continue to expand its commercial footprint. With notable acquisitions and partnerships demonstrating this ambition, the company has rapidly expanded its reach over the past two years.

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