July 22, 2026

UEG’s Jarrod Moses Featured in The Drum on the Future of Brand-Celebrity Partnerships

Jarrod Moses on why agencies should stop selling celebrity endorsements

The UEG founder believes the future of talent marketing lies in long-term partnerships, equity and shared incentives rather than one-off campaigns.

With the 2026 Fifa World Cup now over, marketers are already dissecting one of the biggest showcases of celebrity marketing the world has ever seen. From Lionel Messi, Jude Bellingham and Mohamed Salah to Timothée Chalamet, Matt Damon and Javier Bardem, the tournament has become as much a battle of brand partnerships as football itself, with campaigns spilling from TV screens on to social media feeds, digital billboards and city streets around the globe.

No individual has been more omnipresent during the competition than former footballer and Inter Miami owner David Beckham. More than a decade after retiring, the former England captain has once again become one of the commercial faces of world football, appearing throughout the tournament in campaigns for Adidas, Pepsi, McDonald’s, Lay’s, Stella Artois, Bank of America, Verizon and other global brands. Industry observers estimate the tournament will generate multi-millions in endorsement income for Beckham, underlining his enduring value as arguably the world’s most marketable football icon.

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