Guild Esports, a British organization famous for being owned in part by
David Beckham, has been placed for sale on an insolvency marketplace according to City A.M. This move comes less than a year after its acquisition by U.S. investor
DCB Sports. Prospective buyers have until Friday, Aug. 15, to submit bids — by next week, the name brand and the competitive operations of Guild Esports are at risk disappearing entirely.
Founded in 2018, Guild Esports became known in the competitive scene through its teams in
Fortnite and
VALORANT, but drew particular attention for its high-profile use of David Beckham’s image — at a considerable cost. Over its lifespan, the organization secured a handful of notable commercial partnerships, including with the UK broadcaster Sky and global fast-food chain Subway. In 2020, Guild made history by becoming the first British esports company to list on the London Stock Exchange. However, after several consecutive years of losses, its share price collapsed by more than 90 percent from its peak. The company was ultimately delisted in October 2024 during its acquisition by DCB Sports.
A one-sided contract
Beckham’s arrival as a shareholder marked the organization’s debut on the broader media stage. Holding up to nearly five percent of the company’s equity, the former England captain also signed a highly lucrative image rights agreement through his management company in May 2020 at the very outset of the venture.
Valued at over £15 million across five years, the deal guaranteed him substantial fixed payments in exchange for the use of his likeness and participation in marketing campaigns, among other promotional activities. The contract, which represented a significant share of Guild’s expenses,
was renegotiated in 2022 to remove these fixed payments and replace them with revenue-based compensation — approximately 20 percent of income from merchandise sales and sponsorships.
In August 2024, Guild was acquired by DCB Sports for £2.1 million, a transaction comprising £100,000 in cash and £2 million in assumed liabilities. The American investment group, which also holds stakes in Venezia FC and the AS Monaco women’s team, framed the acquisition as a strategic entry into the esports industry. At the time, DCB managing partner Gary LaDrido stated: “With Guild, we have found the perfect opportunity for us to enter the sector for the first time.”
In 2025, Guild sought to broaden its activities, launching an amateur sim racing program in partnership with Drive Lounge in London and acquiring Encore, a fan engagement and analytics platform. However, Encore has since appeared to become defunct, with no recent social media activity and its website no longer functional.
DCB Sports declined to comment on the Guild's sale when approached by City A.M., the outlet that first reported the news.
Header Photo Credit: Guild Esports
