Beckham Goes to China Under Hong Kong Global Brands Venture

(Bloomberg) — David Beckham-branded products are set to head to China when the British soccer star’s Hong Kong joint venture partner rolls out its goods in a few months. The venture with Global Brands Group Holding Ltd. will focus on developing Beckham-branded consumer products including sportswear, footwear, casual-wear, hi-tech and skincare, Chief Executive Officer Bruce Rockowitz said in an interview in Hong Kong today. The company aims to build this into a multi-billion dollar business in five years, the executive said. The former Manchester United, Real Madrid soccer player “has a huge following in China as he has almost 100 percent recognition,” Rockowitz said. “When we launch something, it most likely will be global, but China will be part of that in a big way. We are in the middle of finalizing everything.” Beckham has used his celebrity status on several consumer-related products. The star signed an agreement with Las Vegas Sands Corp. to promote the casino operator’s business in Asia. Diageo Plc has also hired the retired soccer player to peddle a new Scotch. Shares of Global Brands surged 12 percent to close at HK$1.37 in Hong Kong trading today, the biggest gain since July 24 last year. The benchmark Hang Seng Index

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