Dec 05, 2014

    Beckham eyes the world with his brand of merchandise


    AMERICAN Idol creator Simon Fuller plans to brand it like Beckham.

    The two British celebrities have agreed to set up a joint venture with Hong Kong-based Global Brands Group Holding to develop David Beckham-branded consumer products globally, the company said in a stock exchange statement on Wednesday.

    They also plan to create more brands with other sports and entertainment stars which they did not disclose.

    "It takes me into an ownership area where I'm more in control of the creative side, more in control of the creative sides for other brands and for other iconic individuals," Beckham told Bloomberg Television's John Dawson in an interview.

    Fuller, and the former Manchester United and Real Madrid footballer will hold 50 per cent of the venture.

    Global Brands, a spin-off from sourcing company Li & Fung, will own the other half. No financial or other details of the deal were disclosed. Global Brands rose 3.6 per cent to HK$1.75 (30 Singapore cents) at 10.03am in Hong Kong trading on Wednesday.

    Beckham, Fuller and Global Brands chief executive Bruce Rockowitz will select brands based on both companies and individuals. "We're going to be bold and we can afford to be bold," the former footballer said.

    Beckham has used his celebrity status on several consumer-related products. Last year, he signed an agreement with Las Vegas Sands to promote the casino operator's business in Asia. Diageo has also hired the retired footballer to peddle a new Scotch.

    Global Brands designs, develops, markets and sells products globally. It manages over 350 labels including Coach shoes and licensed characters such as Angry Birds and Spiderman.

    "The reason why we've done it together is to take it global, so that it will be all over the world; it will be in Asia, Europe and the United States," Mr Rockowitz said at a press conference in Hong Kong on Wednesday.