Brooklyn Beckham publicly detailed his estrangement from parents David and Victoria on Instagram.
‘Silence, in this case, is strategic’
From a reputation management perspective, this is not just a family rift, it is a brand inflection point.
Brooklyn Beckham has publicly accused his parents of manipulating press narratives, prioritising the “Beckham brand” over genuine relationships, and interfering in his marriage to Nicola Peltz Beckham. He has also said he does not want reconciliation. David’s response has been limited to vague remarks about children making mistakes, while Victoria, to the best of my knowledge, has not directly addressed the allegations.
This is not brand Beckham’s first rodeo and the Beckhams have overcome many challenges before. David’s public affair with Rebecca Loos, Victoria not touring with the Spice Girls reunion in 2019, the money paid to her clothing business in Covid.
Brooklyn, David and Victoria Beckham, pictured together in 2018. Photo / Getty Images
But they are a powerful brand and David in particular is much-loved. Their reputation is strong enough to bounce back from this family spat. Remember we are talking about Beckham and one of the Spice Girls, a girl power team who defined an entire generation.
And their Netflix documentary series demonstrated a maturing of their brand. They are seen as the real deal and genuine. Who will forget that image of David queuing with regular folk to farewell the beloved Queen.
Their strong reputation aside, instinct in moments of high drama is to defend. That would be a mistake.
This is an intensely personal and emotional family matter, but reacting in real time, particularly on social media, would only inflame the situation. Defensive statements or emotional rebuttals will extend the news cycle and harden the narrative that the family is divided. At most, there should be a brief, carefully worded statement confirming their love for their children and a refusal to litigate private family matters in public.
Silence, in this case, is strategic.
David and Victoria Beckham attend the world premiere of Victoria’s self-titled Netflix series. Photo / Getty Images
Privately, however, they have substantial work ahead behind the scenes. The Beckhams have immediate stakeholder management tasks to reassure brand partners, sponsors, media allies, long-standing staff, friends and family, and the charitable causes Sir David Beckham represents. These stakeholders need confidence that the Beckham brand remains stable, values-led and far bigger than a single headline cycle.
When engaging with media, the approach must be disciplined: short, consistent, values-based and messaging that avoids point-by-point rebuttals of allegations. Any statement should reinforce privacy, respect and a commitment to family unity, without inviting further scrutiny.
This moment will shape how “brand Beckham” is perceived going forward.
This is not a crisis to be “managed” in public, it is one to be contained in private. The Beckhams don’t need to win the argument; they need to protect the asset. And right now, the greatest threat to brand Beckham is not the allegations, but the temptation to respond to them.
Deborah Pead is one of New Zealand’s most experienced PR strategists and practitioners. She is the founder and executive chair of Pead PR, and a regular panellist on Herald NOW.