David Beckham (A)

Name: David Beckham (A) (English version)
SKU: 524039

Elberse, Anita; Moreno Vicente, David

Product #:524039

Supplier:Harvard Business School

Discipline:General Management

Setting:2022

Details:Case (PDF) • 20 pages • 2023-09-24

Subjects:

Marketing Strategy Branding Partnerships Joint ventures Sales and marketing Brand management Business structures Leadership and managing people Management

Industries:

Media, entertainment, and professional sports

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$12.40

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In January 2022, superstar-athlete-turned-entrepreneur David Beckham is deciding on a proposal that has the potential to significantly change the trajectory of his business career: Authentic Brands Group ('Authentic') has offered to engage in a strategic partnership that will see that company co-own and manage Beckham's brand and Beckham become a shareholder in Authentic. The proposed deal will yield a significant payment for Beckham in exchange for a 55% stake in his company, David Beckham Ventures. But as he will no longer own a majority stake in his commercial activities, it will also come with a handover of majority control. Is a joint venture with Authentic the right move for David Beckham and his team?

Learning Objectives

To understand how talent in the world of entertainment and sports, especially the biggest superstars in those sectors, can best build, manage and sustain lucrative personal brands. To examine how other, larger companies, are seeking to build businesses around those personal brands. To analyze the structure and negotiations of contracts between superstar entertainers and the companies that seek to enlist their services. To assess how business forces are shaping the world of entertainment.