Harnessing the Power of David Beckham’s Global Brand | Milken Institute Global Conference 2024

Brand Valuation and Market Trends

• Apple remains the world's most valuable brand, valued at over $500 billion, with Amazon valued at approximately $300 billion; these figures highlight the growing disconnect between brand value and traditional balance sheet assets.
• Authentic Brands Group (ABG) has tripled its business in the EMEA region since its 2022 partnership with David Beckham, driven by the expansion of both the individual "DB" brand and Beckham's associated team structure.
• ABG's current portfolio includes the estates of deceased legends like Marilyn Monroe and Elvis Presley, as well as living partners like Beckham; the company distinguishes between the two by noting that living legends like Beckham generate over 164 million social media followers, offering dynamic engagement capabilities not present with legacy estates.
• Entertainment and content production now represent approximately 25% of ABG's total revenue, a segment the company aims to grow substantially over the next three to five years using its asset-light business model.

The David Beckham and Authentic Brands Partnership

• The partnership between David Beckham and ABG, finalized in February 2022, was preceded by a decade of negotiations; the initial proposal for a 50-50 "marriage" style partnership was rejected by Beckham a decade ago but was successfully pursued after both parties recognized the strategic value of long-term alignment over short-term endorsement deals.
• The core terms of the deal prioritize long-term value creation over immediate divestiture, ensuring that Beckham retains control while ABG provides infrastructure to scale the brand globally.
• Beckham cited shared family values and ABG's commitment to preserving the integrity of the "DB" brand as the primary factors in signing the agreement, noting that he viewed the partnership as joining a "family" rather than a transactional corporate arrangement.
• The partnership extends beyond personal branding to include business investments, such as the launch of Studio 99, Beckham's production arm which became a pillar of ABG's entertainment division.

Expansion of Inter Miami CF and MLS

• The acquisition of Lionel Messi by Inter Miami CF, a process that began with a clandestine meeting five years prior, has achieved the club's long-term vision of elevating global appeal and accelerating the sport's popularity in the United States ahead of the 2026 World Cup.
• Inter Miami's strategy includes integrating Messi's former teammates into the roster to complement his playing style and utilizing the club's presence to attract international investment and viewership.
• Messi's arrival has been credited with expanding the global footprint of the club to a level rarely seen in MLS history, while his off-field persona—described by Beckham as humble and approachable—has fostered deep local integration and fan engagement.
• The MLS has grown from 13 teams with only six soccer-specific stadiums a decade ago to 30 teams with at least 26 soccer-specific stadiums, a shift Beckham attributes partly to the momentum generated by the Beckham-Messi era.
• Inter Miami is actively developing a youth academy system for players aged 10 to 23, aiming to integrate U.S. talent into the national team; recent success stories include 16-year-old Christian Pulisic (referred to in the text as "Chroma She Benji," likely a transcript error for a specific young player or a mishearing of a name like Lamine Yamal or a specific Miami youth prospect like Benjamin Cremaschi) who debuted for the US National Team immediately after joining the senior squad.

Studio 99 and Content Strategy

• Studio 99 was established to produce authentic content, initially launching with the Netflix documentary series Beckham, which was created over 10 years to serve as a personal archive for Beckham's family but achieved significant global commercial success.
• The studio's slate includes approximately 10 to 11 projects currently in development, covering diverse topics such as the historical rivalry between Adidas and Puma and other personal narratives.
• Future projects are designed to remain "authentic" to the subjects, leveraging the production capabilities of ABG's entertainment division to expand beyond documentaries into broader film and television formats.
• The documentary series generated viral cultural moments, including a wedding dance scene that engaged audiences across age groups, validating the studio's approach to content creation.

Future Outlook and Forward-Looking Statements

• ABG anticipates significant growth in its entertainment sector over the next three to five years, leveraging its asset-light model to outpace competitors in content production and distribution.
• Beckham expressed confidence that soccer can surpass American football to become the number one sport in the United States, citing the nation's appetite for excellence and the sport's global dominance as catalysts.
• Both Beckham and ABG leadership indicated that the 2026 World Cup in the U.S. will serve as a major milestone for the growth of the sport in the region, with Inter Miami positioned as a central hub for this expansion.
• Beckham remains committed to the "DB" brand's long-term trajectory, stating that the partnership with ABG is designed to last indefinitely to ensure consistent brand stewardship and value appreciation.