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Authentic Brands Group teams with David Beckham

Authentic Brands Group has confirmed a strategic partnership with David Beckham to co-own and manage his global brand.

In connection with the partnership, David has become a shareholder in ABG.

The athlete turned entrepreneur joins the roster of ABG’s growing entertainment portfolio that includes some of the world’s most celebrated athletes and iconic sports brands such as Muhammad Ali, Shaquille O’Neal and Sports Illustrated.

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

“We are thrilled to welcome David Beckham to ABG’s esteemed entertainment division and even further honored to call him an ABG shareholder,” commented Jamie Salter, founder, chairman and ceo of 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.”

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

“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 David 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 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, who have been welcomed into the ABG family.

ABG also becomes the largest shareholder in Studio 99, an integrated creative and production studio co-founder by David 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 a range of global brand clients.

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