In January 2022, superstar-athlete-turned-entrepreneur David Beckham is deciding on a proposal that has the potential to significantly change the trajectory of his business career: Authentic Brands Group ('Authentic') has offered to engage in a strategic partnership that will see that company co-own and manage Beckham's brand and Beckham become a shareholder in Authentic. The proposed deal will yield a significant payment for Beckham in exchange for a 55% stake in his company, David Beckham Ventures. But as he will no longer own a majority stake in his commercial activities, it will also come with a handover of majority control. Is a joint venture with Authentic the right move for David Beckham and his team?