For more than two decades, David and Victoria Beckham have sold the most polished product in modern celebrity culture: the family itself. Controlled. Aspirational. Bulletproof. Now, that image is facing its first real stress test—from inside the house.
Brooklyn Peltz Beckham, the couple’s eldest son, has accused his parents of prioritising “Brand Beckham” over family, suggesting that public image, endorsements, and optics have long taken precedence over anything resembling a private life. It’s a striking claim, and one that lands awkwardly against the carefully curated mythology the Beckhams have spent years refining.
In David Beckham’s 2023 Netflix documentary, he speaks earnestly about raising his children “as normally as possible,” even as the footage reminds viewers that normality was never really on the table. “You’ve got a dad that was England captain and a mum that was Posh Spice,” he says, proud, reflective, assured that the family survived fame intact.
In hindsight, the moment reads less like reassurance and more like foreshadowing.
The documentaries—both David’s and the subsequent series focused on Victoria—were produced by the Beckhams’ own company. Editorial control was never in doubt. The message was clear: resilience, unity, and a family that always shows up on cue. It’s a strategy that has served them well, helping protect an empire estimated at around £500 million.
Beyond football and pop stardom, Victoria reinvented herself as a fashion designer, while David expanded into everything from apparel to wellness brands. His knighthood last year felt like the final seal of approval—official recognition of a couple who had long since transcended celebrity.
“They’re the non-royal royal family of our celebrity culture,” says entertainment journalist Caroline Frost. “People have been invested in their dynastic branding for over 25 years.”
But dynasties depend on cohesion. And cracks are harder to hide when they come from blood.
After months of speculation about a rift, Brooklyn, 26, broke his silence with a blunt public statement. He claimed his family “values public promotion and endorsements above all else,” and that affection was conditional on performance.
“Brand Beckham comes first,” he wrote. “Family ‘love’ is decided by how much you post on social media, or how quickly you drop everything to show up and pose for a family photo opp—even if it’s at the expense of our professional obligations.”
He went further, accusing his parents of controlling the narrative around the family for his entire life, describing “performative social media posts” and “inauthentic relationships” as standard operating procedure.
It’s the kind of allegation that threatens the foundation of the Beckham brand—not because of scandal, but because it challenges authenticity. The family has weathered plenty before: rumours of affairs, leaked emails, criticism over David’s role as a Qatar World Cup ambassador. Each time, the response was disciplined and unified.
This time, the disruption is internal.
David and Victoria Beckham have not directly responded to Brooklyn’s claims. Silence, for now, appears to be the chosen strategy. Whether that restraint preserves the brand—or confirms the accusation—remains to be seen.
What’s clear is that the most serious threat to Brand Beckham isn’t tabloids or bad press. It’s the suggestion that the whole operation, family included, has always been part of the same campaign.
Last modified: January 21, 2026
