David Beckham and Simon Fuller "have 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," according to Jennifer Hughes of the FINANCIAL TIMES. Beckham and his long-term business partner and creator of American Idol, Fuller, "signed a 50-50 joint venture" with GBG CEO Bruce Rockowitz. While details of the venture were thin -- including the amount each side has put up or how much each is prepared to invest -- "it is expected to involve launching Beckham-branded consumer products, including clothes," in Asia, Europe and the U.S. The trio "hope to sign up other celebrities within six months but would not be drawn on other names." The move is the latest attempt by Beckham to use his personal brand to sell consumer products. Beckham said, “Throughout my career I’ve had quite a few partnership deals and this takes it to a different level, a different area for me. I’ve gone from being in partnership deals to being an owner” (FT, 12/3). BLOOMBERG's Morwenna Coniam wrote Rockowitz said, "The reason why we’ve done it together is to take it global so it will be all over the world; it will be Asia, Europe, the U.S." GBG "designs, develops, markets and sells products globally." It "manages over 350 labels including Coach Inc. shoes and licensed characters such as Angry Birds and Spiderman" (BLOOMBERG, 12/3).
