Beckham maintains his pitchman role in retirement. He and Jordan are the only two sports celebrities in the top 20 of Repucom’s global index of consumer perceptions of celebrities.
Becks shills for Breitling, Sky Sports, Belstaff and Adidas but what really supercharged his earnings in 2014 were two deals with big upfront payments and significant upside: Diageo and Hong Kong-based Global Brands Group.
launch a new single grain Scotch whiskey, Haig Club. They will work with Diageo on strategy, positioning and to develop its scotch brand. Beckham is also a shareholder in the Haig business.
Global Brands Group
David Beckham and Fuller will own 50% of a joint venture that develops Beckham-branded consumer products globally in categories like menswear and luxury goods. The venture might decide to start new brands, partner with existing ones or use ones from the Global Brands arsenal: Calvin Klein, Cole Haan, Tommy Hilfiger and dozens more.
CotyBeckham is celebrating its decade-long partnership with Coty this year. The company sells more than $100 million annually worth of Beckham’s signature fragrances. The partnership, which was recently extended through 2017, kicks off an estimated $6 million annually for Beckham.
H&MBeckham partnered with the Swedish retailer in 2012 for a line of bodywear at 1,800 stores. The venture expanded with swimwear in 2014. A new line of menswear this year will expand product offerings, as well as Beckham’s take from the partnership.
Kent & CurwenIn September of 2015 David Beckham signed a a five-year deal with Kent & Curwen. Beckham will reportedly design a capsule collection called Kent & Curwen, Inspired by David Beckham for a fall 2016 launch. It will include accessories, eyewear and boy’s clothing.
Beckham will play a multifaceted role in expanding the British brand’s appeal to younger consumers and he will be personally involved in all aspects of the brand’s business, including product development, market expansion, advertising and store design and location.
Endorsements in ChinaIn 2014 Becks signed a deal with Jaguar in China, continuing a recent trend of expanding Brand Beckham in the world’s most populous country.
He also inked a multi-million deal in February 2013 to be an ambassador for the Chinese Super League, the country’s soccer association.
Other endorsements in China
- China Auto Rental, China’s leading car rental brand.
- Sands China, a division of Las Vegas Sands. The Sands deal involves the development of dining, retail and leisure concepts at properties in Macao and Singapore.