David Beckham and Simon Fuller yesterday signed a deal with Hong Kong-listed Global Brands Group to push brand Beckham into new products – and bring in other celebrities on similar terms.
Former Manchester United and England star Beckham and Fuller, his long-term business partner and creator of American Idol, signed a 50-50 joint venture with GBG’s chief executive, Bruce Rockowitz.
The venture is expected to involve launching Beckham-branded consumer products, including clothes, in Asia, Europe and the US.
Other celebrities are expected to join the venture within six months.
GBG, which was spun out of Li & Fung, the global sourcing giant, in July, licenses brands for various products with a focus on clothing, footwear and home products, particularly in the US market.