LONDON — Fresh from taking control of his eponymous brand, David Beckham now has a media production career in the works with a film, content and branding agency called Studio 99, which will be based in Los Angeles.
As reported earlier this year, Beckham and his wife Victoria separated amicably from longtime business partner XIX Entertainment, and David’s newly independent, eponymous company is now overseeing all related commercial and financial operations, brand partnerships and marketing.
As part of the media venture, the former captain of England’s national soccer team has signed a deal with Uninterrupted, the media company founded by LeBron James and Maverick Carter, according to an exclusive story in WWD’s sister publication Variety.
The companies are coproducing a documentary series that follows the trail of Beckham’s major league soccer team, Inter Miami CF.
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Going forward, Studio 99 plans to develop documentaries, TV shows and other formats, and undertake commercial work as a creative agency. There are multiple projects in development including sports, travel and fashion, among other areas.
The moving picture has clearly captivated the attention of both Beckhams, with Victoria Beckham launching a YouTube channel earlier this year.
“I am not using it to sell, sell, sell,” Beckahm said in an interview with WWD. “I am using it for people to really understand me and my team, the brand and all of its different categories. It’s more about that, being on the road with me or being at hair and makeup, as opposed to telling people ‘buy this lipstick.’”
A spokesman for David Beckham said the Studio 99 films, documentaries and branding content would cover a wide range of topics. Beckham has already filmed a video of himself and his father in conversation for Haig Club whisky (of which he is a brand ambassador) to mark Father’s Day this year.
David Beckham’s portfolio is a broad one, and includes Inter Miami CF, and partnerships with brands including Adidas, Sands, AIA, Haig and Tudor and charity-focused activity such as Beckham’s work for UNICEF through the 7 Fund, campaigns for Malaria No More and his role as ambassadorial president of the British Fashion Council.
Additionally, Seven Global, David Beckham’s venture with Global Brands Group, is involved in ventures including the men’s clothing brand Kent & Curwen.