David Beckham is becoming a “significant entrepreneur” who is as “keen and eager to build brands as he is to endorse them,” according to his long-term PR adviser Simon Oliveira, who also confirmed that Beckham’s plans to launch his MLS team in '18 were firmly on track. The former ManU and Real Madrid star recently invested in the live-video streaming app MyEye, a British startup which is looking to take on the Meerkat and Twitter-owned Periscope rival video streaming apps. Beckham has signed up as an investor and brand ambassador in MyEye, which will mean the app’s founders -- British tech entrepreneurs Mark Betteridge and Lee Musgrave -- will be able to benefit from Beckham’s 52 million Facebook fans and 10 million Instagram followers, as well as his connections in the celebrity and sporting world. Oliveira said, “They [MyEye founders] felt that David could not only work as an investor, but also somebody who can deliver compelling content as well as open his world to them. Just the diversity of David’s world from the football to the commercial world to what he does for UNICEF. He is becoming a significant entrepreneur. He is as keen and eager to build brands as he is to endorse them. Most of the partnerships he has now he has a very clear view and creative direction of how they are run.”
THE DIGITAL DOMAIN: According to Oliveira, Beckham’s investment in MyEye could be followed by other investments in the digital world. He said, “There are always opportunities coming his way and there are always ideas he has himself.” Beckham’s endorsement deals include tie-ups with adidas, H&M, Samsung and a deal with Global Brands Group Holding in China, which focuses on developing Beckham-branded consumer products including sportswear and skincare. Last week, Beckham made the headlines when he took to Instagram in response to critics who questioned his parenting skills, after his daughter Harper was spotted using a pacifier. Oliveira said it is likely Beckham will only react to stories through social media if he sees them as a personal attack on him or his family. He said: “That was a specific moment and specific issue that David had. He has done it in the past where he has had particular umbrage with a story. On the majority of things he chooses not to comment or respond but I think when somebody is questioning his parenting, invariably he feels he has to say something.”
MIAMI ON SCHEDULE: Meanwhile, Oliveira said he was confident that Beckham’s MLS Miami franchise would be up-and-running by '18. Beckham has plans to build a stadium to house his Miami-based MLS team next to the Miami Marline baseball park. The 40-year-old plans to launch the team by '18 and is aiming to build a 20,000-seat stadium with $250M in private investing. Oliveira said, “This is progressing very well. We are finalizing the ownership group at the moment. Clearly, you have seen the progress we have made with the stadium. Discussions with the MLS have always been positive. I would expect by the end of the year that we will be in a position to say something significant, even sooner.” Oliveira is the managing director of Doyen Global, the investment fund in sport and entertainment. He oversees Beckham’s public relations along with Simon Fuller’s XIX Entertainment.
John Reynolds is a writer in London.
