David Beckham

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

David Beckham, Jamie Salter, Michael Milken

Authentic Brands Group has solidified its status as a global leader in brand management by expanding its portfolio to include high-profile estates and the David Beckham partnership, while simultaneously driving a 25% revenue share from its new entertainment division, Studio 99. This strategic collaboration, finalized in 2022 after a decade of negotiations, leverages Beckham's 164 million social followers to accelerate content production and support Inter Miami CF's rise in Major League Soccer through the strategic acquisition of Lionel Messi. Looking ahead, the partnership aims to capitalize on the 2026 World Cup to establish soccer as the United States' premier sport, with ABG targeting substantial growth in its asset-light media model over the next five years.