// Authentic Brands Group has revealed a major new strategic partnership with David Beckham
// The deal means that ABG will co-own and manage Beckham’s global brand that includes a diverse portfolio of brands and businesses
Authentic Brands Group (ABG), which owns 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 that includes some the world’s most celebrated athletes and iconic sports brands such as Muhammad Ali, Shaquille O’Neal and Sports Illustrated.
Regarded as one of the most successful athlete-turned-entrepreneurs, the former professional footballer has worked on fashion projects and deals with brands such as Adidas, Diageo, H&M, L’Oreal, Tudor and Sands. He is partnered with eyewear company Safilo and launched Eyewear by David Beckham in 2020.
READ MORE: ABG to purchase majority stake in David Beckham’s DB Ventures
David Beckham 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.”
Jamie Salter, Founder, Chairman and CEO of ABG, said: “We are thrilled to welcome David Beckham to ABG’s esteemed entertainment division, and even further honoured to call him an ABG shareholder. 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.
Together with ABG, Beckham is planning to grow his brand through strategic endorsements, innovative business models, media partnerships and new consumer products.
Additionally, ABG will officially be opening its European headquarters in London, as the brand development firm looks to continue expanding its corporate footprint. With notable acquisitions and partnerships exhibiting this ambition, the company has been rapidly developing its reach over the past two years.
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