David Beckham’s Brand Moves Into Russia, Sanctions Be Damned

David Beckham’s company, DB Ventures, registered the David Beckham trademark with Rospatent, Russia’s federal intellectual property office, Russian media AGN Moscow reported on February 10.

Beckham, the former Manchester United and Real Madrid star, is known for his illustrious football career, now registered his brand in Russia, heavily sanctioned for its invasion and war against Ukraine.

The application, submitted back in June 2023, grants the brand the right to sell products under International Class No. 24, which includes textiles, curtains, kitchen towels, bed linens, and even pet blankets—all carrying the globally recognized footballer’s name.

Founded in 2014, DB Ventures manages Beckham’s commercial and advertising deals.

In 2022, 55% of the company’s shares were sold to the American branding giant Authentic Brands Group. Despite this, Beckham’s name continues to hold significant sway in commercial ventures worldwide.

The move comes as a surprise and a seeming u-turn compared to Beckham’s previous stance against Russian aggression in Ukraine. In March 2022, he handed over his Instagram page with more than 70 million followers to Kharkiv doctor Iryna, who showed the realities of medical work during the war.

In addition, together with his wife Victoria, the former footballer donated $1.24 million (£1 million) to help Ukrainian children.

Recently, Russia has secured contracts to acquire American and German equipment worth approximately $7.4 million to expand its electronic warfare production capabilities through a defense company under the state-owned corporation Rostec.

Earlier, reports emerged that Russians were bypassing Western sanctions on luxury goods by leveraging personal shoppers, resellers, and smuggling networks to maintain their access to high-end European fashion.

Despite restrictions imposed after Russia’s invasion of Ukraine, designer handbags, haute couture, and luxury suits continue to flow into the country through a shadow supply chain.

Restrictions introduced by the European Union in 2022 capped legal sales of luxury items to Russia at $318 (€300). However, customs records show that goods are being rerouted through countries like the United Arab Emirates and China, where such sanctions are not enforced.