Amid ongoing controversy surrounding tensions with his eldest son Brooklyn, David Beckham has reaffirmed his formidable brand power by signing a 20-year exclusive fragrance deal with Interparfums, reportedly worth around $400 million.

According to an official announcement from Interparfums, Inc.—a company listed on NASDAQ—the global licensing agreement was signed with David Beckham and Authentic Brands Group, which manages the Beckham brand portfolio. The deal grants Interparfums full responsibility for the creation, development, manufacturing, and worldwide distribution of fragrances under the David Beckham name, effective April 1, 2028.

British media, citing sources close to the matter, estimate the contract’s value at approximately $400 million (about VND 10.4 trillion), averaging $20 million per year. The agreement is widely seen as a testament to the continued strength and expansion of “Brand Beckham,” despite recent family-related headlines.

“The Beckham brand is truly booming. A 20-year deal reflects enormous confidence in its long-term value—and it’s only expected to grow stronger,” a source told the press.

Over the past two decades, fragrances bearing David Beckham’s name have generated more than $1 billion in revenue. Interparfums plans to reinforce the global presence of existing products and launch a new signature scent in late 2029, with projected annual sales exceeding $50 million in the early years.

The announcement coincided with David and Victoria Beckham, along with their children Romeo, Cruz, and Harper, attending Paris Haute Couture Fashion Week.

Despite a sensitive period following Brooklyn’s controversial public remarks, the family has remained largely private and focused on work. A source close to the Beckhams said, “Everything is proceeding as usual. Beyond David’s deal, Cruz’s tour has sold out, Victoria Beckham’s new single has topped the charts, and the family’s fashion and beauty ventures are reporting strong sales.”