The Beckham family has capitalized on their high-profile presence at the World Cup, using the international platform to bolster their individual business ventures and brand recognition, particularly within the United States.
David Beckham's advertising deals during the tournament, including promotions for brands like Pepsi, McDonald's, and Adidas, reportedly earned him approximately £19 million. His extensive media presence during "hydration breaks" and his overall visibility at England's matches provided significant exposure to an American audience.
Victoria Beckham is also leveraging the increased attention to promote her fashion line. Following the opening of her first U.S. store, a pop-up in Miami, her appearances at matches, including a notable reaction that became a social media meme, generated additional publicity.
Fifteen-year-old Harper Beckham's presence at the matches has been highlighted as a strategic move to prepare for her upcoming beauty collection launch. Sources indicate that her project is being modeled after Hailey Bieber's successful skincare range, Rhode, aiming to capture the "all-American girl" market. Harper's debut of new blonde highlights during the tournament was noted as she cheered on England.
Meanwhile, sons Romeo and Cruz are also pursuing their own entrepreneurial paths. Romeo recently launched his sportswear brand, Intra, while Cruz is focused on his rock band, Cruz Beckham and The Breakers.
The family's increased visibility in the U.S. marks a shift from their earlier years in Los Angeles, when they sought more anonymity. Now, according to sources, there is a significant financial opportunity being pursued across the Atlantic. The family's strategy appears to position them as the "first family" of football in the American consciousness.
The narrative also touches upon the family's eldest son, Brooklyn Beckham, and his estranged relationship with his parents. Some suggest that Brooklyn's participation in a DoorDash advertisement, where he quipped about watching the World Cup from home, was a subtle dig at his family's public focus on the event and endorsements. While Brooklyn has maintained distance from his family, some observers believe he may feel a sense of detachment from experiences like attending the World Cup semi-final with his parents, given his past devotion to football and his father.