By John Jones

Copyright walesonline

Football legend David Beckham has shared his excitement at launching his new venture in the United States, having made a surprise change of career following his retirement from the game. The 50-year-old, who hung up his boots in 2013, took up beekeeping as a hobby during the COVID-19 lockdown five years ago and it quickly grew into a passion of his. Now, it has gone even further, with the England and Manchester United icon inspired to start up his own honey-based snack business, Bee Up. Targeted at children as a superfood alternative to sweets, boxes of the snacks have now hit the shelves on the other side of the Atlantic, going on sale at retail giant Target. Naturally, Beckham was delighted to see his product on sale, as he shared a photo on Instagram of him standing next to a full display and wrote: “Swipe to see how excited I am seeing @beeupsnacks in @target” Announcing the venture earlier this year, the former Three Lions skipper said: “My love of beekeeping and making my own honey began as a hobby and quickly grew into a passion. I built the hives with my sons, learned how to care for the bees, and mastered the art of harvesting one of nature’s most powerful superfoods. “As a father and former athlete, it’s always been important to me to give my kids wholesome alternatives to sweets. That’s why I created BEEUP—a new snack brand rooted in honey, my love for family, and active living. “Whether it’s early mornings, after-school sports, or weekend adventures, BEEUP delivers better energy—one delicious bite at a time. This time-tested superfood tastes delicious and provides the energy kids need — perfect for fueling up before practice, lessons, or games.” Beckham spoke about his newfound love of beekeeping as he was filmed for the Netflix documentary series about his life, which was released in 2023. The opening scene of the series saw him harvesting honey from a hive of bees into an old jam jar at his luxury Cotswold mansion, while his wife Victoria cheekily joked that he should sell the honey under the name ‘DB Sticky Stuff’. Of course, the football icon is no stranger to business ventures, having accumulated a vast personal fortune over the years with a series of big moves away from the pitch adding to the wealth he acquired during his playing days. According to the 2025 Sunday Times Rich List, Beckham and former Spice Girl Victoria have a staggering combined total fortune of £500 million. According to Business Insider, the former United and Real Madrid star had earned a remarkable $800 million (£587 million) by the time he hung up his boots 12 years ago. He was at one point the highest paid footballer in the world, while the five-year contract he signed with LA Galaxy in 2008 would be worth around £190 million today. However, Beckham has also partly added to his personal fortune through a series of lucrative sponsorships and business deals, having worked with huge brands including Emporio Armani, Gillette, PepsiCo, H&M, Breitling and Adidas over the years. He’s also launched his own fragrances line, while he’s put his name to everything from sunglasses to video games. The Netflix documentary is believed to have earned the former footballer around £20 million alone, while he raked in a whopping £72.6 million in 2023 thanks to his sponsorships and production company. He also signed a 10-year deal to become an ambassador for Qatar, which reportedly saw him paid around £125 million by the country. The jewel in the crown of Brand Beckham, however, is his Major League Soccer team Inter Miami. When Beckham negotiated his move to LA Galaxy nearly 20 years ago, he was offered an option to buy an expansion team in any market for just $25 million. Today, with the likes of Lionel Messi and Luis Suarez on its books, the franchise is believed to now be worth over $1 billion, doubling in value between 2023 and 2024. As well as making astronomical sums from his various ventures, Beckham is no stranger to splashing the cash, with over a dozen properties making up his remarkable portfolio, which is believed to be worth around £70 million. That includes a luxury penthouse in Miami, bought for £17.5 million, as well as a London townhouse valued at around £30 million. The former footballer also owns a 130-foot superyacht that reportedly set him back around £16 million, while his car collection is believed to be worth over £2 million in total.