From the Guardian · · 1m 20s
Beckham cashes £39m as World Cup deals hit record
The former England captain's business empire surged to record profits on the back of a dozen brand partnerships during the summer tournament.
In brief
The former England captain's business empire surged to record profits on the back of a dozen brand partnerships during the summer tournament. Beckham's ability to monetize his global brand through major sporting events continues to drive substantial returns, with World Cup sponsorships pushing his company to record…
Beckham cashes record dividend
The former England captain took a $51 million dividend from his business empire after a record year driven by World Cup sponsorship deals.
Dozen ad campaigns this summer
Beckham appeared in about 12 brand campaigns during the World Cup, working with Lenovo, McDonald's, Bank of America, Verizon, and Lay's.
Record revenues and profits
His holding company DRJB Holdings saw revenues surge 20% to $110.5 million, while pre-tax profits climbed 46% to $65.7 million.
New product launches and deals
Beckham launched menswear for Hugo Boss, spectacles with Safilo, a limited-edition Adidas boot, and secured a multiyear Bank of America ambassador deal.
Authentic Brands partnership pays off
Beckham sold a 55% stake to US group Authentic Brands in 2022 for £200 million, meaning he received 45% of last year's dividend payout.
Beckham brand remains powerful
Authentic Brands' entertainment chief called Beckham one of the most powerful global brands in sport and lifestyle, with strong fundamentals for continued growth.
“one of the most powerful global brands in sport, lifestyle, entertainment and much more”
What matters most
Beckham's ability to monetize his global brand through major sporting events continues to drive substantial returns, with World Cup sponsorships pushing his company to record revenues and profits.
