 On 3 December 2014, Global Brands Group, together with David Beckham announced the launch of a joint venture, Seven Global, to drive the continued development of all consumer product categories around David Beckham.On 15 June 2016, Global Brands announced a joint venture with Creative Artists Agency for its brand management business called CAA-GBG, which instantly became the world's largest brand management company.On 7 September 2016, Global Brands announced a new joint venture with Katy Perry to grow the Katy Perry brand into new consumer product categories with footwear being the first category to launch.