Marketing has learned that Liberation will operate as an overarching brand for all of the Beckhams' commercial ventures, including fashion, music, film and sport.
The Beckhams' management company, 19, which is owned by pop guru Simon Fuller, is behind the creation of Liberation and is already developing a creative identity for the brand.
A spokeswoman for 19 admitted that it was putting the finishing touches to the Beckhams' brand, but she claimed that Liberation was only a working title. The brand, which is expected to be unveiled globally later this summer, will first manifest itself with the debut of Victoria Beckham's fashion label.
Liberation was initially conceived by Fuller for Victoria. The acrimonious split by David from SFX to 19 at the end of last year means Fuller has now extended the brand to cover the England and Real Madrid footballer.
The Sunday Times Rich List recently predicted that the couple will earn more than £35m in the next five years from sponsorship and merchandising deals.
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