The $32B Question: Why Kevin Hart Just Became a Shareholder in the Company That Owns Elvis, Ali, and Beckham
Hey
Kevin Hart quietly did something that should make every creator, athlete and entertainer rethink how they’re building their business. He became a shareholder in Authentic Brands Group a $32 billion empire that owns the rights to Elvis Presley, Muhammad Ali, Marilyn Monroe, David Beckham, Shaquille O’Neal, Reebok, Champion, and about 50 other iconic brands.
He signed a deal to license his name to ABG and becoming an owner in the ABG platform.
The structure:
Hart co-owns and co-manages the “Kevin Hart” brand with ABG
Hart becomes shareholder in ABG (undisclosed stake)
ABG’s platform: $32 billion in annual systemwide retail sales
ABG’s infrastructure: 2,000+ licensing partners across 150 countries
ABG’s portfolio: 50+ brands reaching nearly 1 billion social media followers
Kevin Hart was already winning. Hard.
292 million social media followers globally
$108 million earned in 2024 alone
Hartbeat Productions (content empire)
Gran Coramino (tequila brand)
Fabletics (fitness partnership)
VitaHustle (wellness brand)
Hartfelt (premium dog food)
Partnerships with Qatar Airways, Netflix, JPMorganChase, DraftKings, Verizon, C4 Energy
So the question you ask is why would someone already this successful give up control of their name to a licensing company?
The answer reveals something important about how wealth gets built in 2026
What Authentic Brands Group Actually Is (And Why It Matters)
Before we talk about Kevin Hart’s move, you need to understand what ABG actually does because most people think they’re just a licensing company.
They’re not. ABG is a brand infrastructure platform that buys, builds, and scales intellectual property.
The model:
Step 1: Acquire iconic IP
Buy rights to deceased celebrities (Elvis, Marilyn Monroe, Muhammad Ali)
Partner with living legends (Shaq, Beckham, now Kevin Hart)
Acquire struggling brands (Reebok, Champion, Brooks Brothers)
Step 2: Industrialize licensing
2,000+ licensing partners globally
Every product category imaginable
Every geographic market
Every distribution channel
Step 3: Scale through infrastructure
Manufacturing relationships (partners make the products)
Distribution networks (partners sell the products)
Marketing platforms (leveraging collective reach)
ABG takes royalty on everything, minimal capital investment
ABG’s portfolio generates $32 billion in annual retail sales globally and they don’t manufacture anything. They don’t own retail stores. They don’t hold inventory.
They just own the IP and license it to partners who do the actual work. Royalty rates typically: 5-15% of wholesale revenue
On $32B retail sales (~$16B wholesale), that’s $800M-$2.4B in annual licensing revenue to ABG.
With minimal operating costs (you don’t need factories or stores), that’s 60-70% EBITDA margins.
This is why ABG is worth so much: They turned intellectual property into a capital-light, high-margin, infinitely scalable business model.
The Deals That Proved the Model Works
Let’s look at what ABG has actually accomplished with similar partnerships because this shows what Kevin Hart is betting on:
David Beckham (2015)
The Setup:
Beckham retired from soccer in 2013
Still massive global brand (100M+ social followers at the time)
Existing partnerships with Adidas, H&M, etc.
The ABG Deal (2015):
ABG partners with Beckham to co-own “David Beckham” brand
Structure: Joint venture, Beckham gets equity in ABG
Plan: Scale Beckham across lifestyle categories globally
The Results (10 years later):
Beckham-branded products now span:
Fragrances (Beckham perfumes/colognes)
Apparel (Beckham fashion line)
Eyewear (Beckham sunglasses/glasses)
Grooming (Beckham skincare/haircare)
Watches (Beckham timepieces)
Home goods (Beckham furniture/decor)
Estimated annual retail sales: $1B+
Beckham’s cut: Likely $50-100M annually in royalties + equity appreciation in ABG
Plus: Beckham still does his own deals (Salud tequila, Inter Miami MLS team, Netflix docuseries)
Total Beckham net worth: $450M+
Shaquille O’Neal (2015)
The Setup:
Shaq retired from NBA in 2011
Already had diverse business portfolio
Known for smart investments (Google, Ring, etc.)
The ABG Deal (2015):
ABG acquires rights to Shaq’s name and likeness
Shaq becomes second-largest individual shareholder in ABG
Shaq gets board seat + ongoing royalties
Shaq-branded products now span:
Footwear (Shaq shoes at Walmart)
Apparel (Shaq clothing line)
Furniture (Shaq beds, mattresses)
Electronics (Shaq TVs, speakers)
Jewelry (Shaq watches, accessories)
Restaurants (Big Chicken, Shaq franchise)
Estimated annual retail sales: $500M+
Shaq’s deal structure: Minority equity in ABG + royalties on all Shaq products
Total Shaq net worth: $400M+
Elvis Presley Estate (2013)
The Setup:
Elvis died in 1977
Estate controlled by Priscilla Presley and Lisa Marie Presley
Graceland generating $40M+ annually but undermonetized
The ABG Deal (2013):
ABG acquires 85% of Elvis Presley Enterprises
Presley family retains 15% + Graceland ownership
Deal value: $145M (estimated)
Elvis-branded products now span:
Apparel (Elvis fashion collections)
Fragrances (Elvis perfumes)
Experiences (Elvis-themed restaurants, hotels)
Licensing (Elvis in commercials, films, Vegas shows)
Estimated current value: $600M-$1B
Annual revenue: $200M+ (from ~$40M pre-ABG)
The Presley family’s 15%: Worth $90-150M (from $21M investment)
Now apply this model to Kevin Hart, who’s alive, active, and printing money.
What Kevin Hart Actually Just Did (The Strategy Decoded)
Let’s break down why Kevin made this move now, not 5 years ago or 5 years from now:
The Timing: Why Now?
Kevin Hart in 2026:
Age: 47 (peak earning years for comedians)
Social following: 292 million (top 20 globally)
Annual earnings: $100M+
Business portfolio: Mature and diversified
But: Comedy tours and acting won’t last forever
The calculation Hart made:
Option A: Keep building businesses independently
Launch new products himself
Negotiate each licensing deal individually
Build category expertise in every vertical
Time-intensive, capital-intensive, expertise gaps
Option B: Partner with ABG
ABG handles licensing infrastructure
Hart focuses on content and brand
Systematic scaling across all categories
Time-efficient, capital-light, proven playbook
Hart chose Option B because he’s playing the 30-year game, not the 3-year game.
The Structure: What Hart Actually Gets
Based on similar ABG deals, here’s what Kevin Hart’s structure likely looks like:
1. Co-ownership of “Kevin Hart” brand
Hart doesn’t give up his name—he partners with ABG to co-manage it.
Likely structure:
Joint venture entity owns “Kevin Hart” IP
Hart: 50-60% ownership
ABG: 40-50% ownership
Both parties approve all licensing deals
2. Equity stake in ABG
Hart becomes shareholder in ABG itself.
Likely stake: 0.1-0.5% (seems small, but on $10-15B valuation = $10-75M value)
Why this matters: Hart now benefits from ABG’s growth across ALL brands, not just his own.
3. Ongoing royalties from “Kevin Hart” products
Hart gets percentage of all licensed product sales.
Likely structure:
Wholesale sales: Hart gets 2-5%
ABG gets 5-10%
Total to Hart + ABG: 7-15% of wholesale
Example math:
“Kevin Hart” products hit $500M retail sales
Wholesale: $250M
Hart’s 2-5%: $5-12.5M annually
This is passive income from products Hart never touched
4. Board involvement / strategic input
Hart likely gets board observer seat or strategic advisory role.
Why this matters: He influences ABG’s overall strategy, not just his own brand.
The Categories: Where “Kevin Hart” Products Go
Based on ABG’s playbook, here’s what’s coming:
Phase 1 (2026-2027): Obvious Categories
Kevin Hart Apparel: Streetwear, casual wear (leveraging his style)
Kevin Hart Footwear: Sneakers, athletic shoes (Reebok collaboration likely)
Kevin Hart Grooming: Skincare, haircare for Black men (underserved market)
Kevin Hart Fitness: Equipment, apparel (leveraging Fabletics partnership)
Phase 2 (2027-2028): Lifestyle Expansion
Kevin Hart Home: Furniture, bedding, decor
Kevin Hart Watches/Accessories: Timepieces, jewelry, bags
Kevin Hart Eyewear: Sunglasses, prescription glasses
Kevin Hart Experiences: Kevin Hart comedy clubs, Kevin Hart fitness studios
Phase 3 (2028-2030): Legacy Building
Kevin Hart Hotels: Boutique hotel brand (comedy-themed)
Kevin Hart Restaurants: Fast-casual concept
Kevin Hart Kids: Toys, books, clothing for children
Kevin Hart Gaming: Video games, esports team
Projected retail sales by 2030: $1-2 billion annually
Kevin Hart’s cut: $50-100M+ annually in passive income
This is wealth that compounds after he stops performing.
The Math That Makes This Brilliant
Let me show you why Kevin Hart’s deal with ABG creates more wealth than doing it himself:
Scenario A: Kevin Hart builds everything independently
Apparel line:
Investment required: $20M (design, manufacturing, inventory)
Time to market: 18 months
Year 1 revenue: $50M
Net margin: 15% (after all costs)
Kevin’s profit: $7.5M
Kevin’s time: 20% of his year
Footwear line:
Investment: $30M
Time to market: 24 months
Year 1 revenue: $75M
Net margin: 12%
Kevin’s profit: $9M
Kevin’s time: 25% of his year
Grooming line:
Investment: $15M
Time to market: 18 months
Year 1 revenue: $30M
Net margin: 20%
Kevin’s profit: $6M
Kevin’s time: 15% of his year
Total independent approach:
Capital invested: $65M
Time invested: 60% of his year for 2-3 years
First-year profit: $22.5M
ROI: 35% annually
But: Kevin can’t make movies, tour, or run his other businesses whilst doing this.
Scenario B: Kevin Hart partners with ABG
ABG launches same three categories:
Investment required: $0 from Kevin (ABG partners handle it)
Time to market: 12 months (ABG has infrastructure)
Year 1 combined revenue: $200M (ABG’s scale advantages)
Kevin’s royalty: 3% of wholesale ($100M wholesale = $3M)
Plus: Kevin’s equity appreciation in ABG
Plus: Kevin’s time: 5% of his year (approval meetings only)
Year 3 across 10 categories:
Combined revenue: $1B
Kevin’s royalty: 3% of $500M wholesale = $15M
Plus: ABG equity worth $20M+ (appreciation)
Kevin’s time: Still just 5%
Total ABG approach:
Capital invested: $0
Time invested: 5% of his year ongoing
Year 3 income: $35M+ (royalties + equity appreciation)
ROI: Infinite (no capital invested)
Plus: Kevin still makes $50M+ from movies, $30M from touring, $20M from other ventures.
The ABG model lets Kevin make more money doing less work.
That’s the entire point.
The Uncomfortable Questions
This is the first thing everyone asks: “Why would Kevin give up control of his name?”
The answer: He didn’t.
Based on similar ABG deals:
Hart co-owns the “Kevin Hart” brand (likely 50-60%)
Hart approves all licensing deals
Hart has brand guidelines (quality, values, positioning)
ABG can’t do anything Kevin doesn’t approve
What Kevin gave up:
Having to negotiate every deal himself
Having to build expertise in furniture, watches, eyewear, etc.
Having to invest capital in each category
Having to do the work
What Kevin gained:
ABG’s infrastructure (2,000 partners, 150 countries)
ABG’s expertise (they’ve done this 50+ times)
ABG’s scale (can launch 10 categories simultaneously)
Leverage
Kevin kept control of his brand. He just outsourced the execution.
What If ABG Screws Up?
Valid concern. What if ABG licenses “Kevin Hart Vodka” and it’s terrible? Or “Kevin Hart Fashion” and it’s ugly?
The safeguards:
1. Joint approval: All deals require Kevin’s sign-off
2. Brand guidelines: Kevin sets quality standards, ABG must follow
3. Kill rights: Kevin can terminate licenses that damage the brand
4. Shared incentives: ABG’s equity value depends on protecting brand reputation
Plus: ABG has done this with Beckham, Shaq, Elvis for 10+ years without major scandals. They’re good at this.
Who This Model Actually Makes Sense For
Not every celebrity should do an ABG deal. Let me break down who should and shouldn’t:
This Model Works If:
You’re already operating at massive scale (50M+ followers)
You have diverse interests (want to be in multiple categories)
You’re focused on long-term legacy (not just quick cash)
You don’t want to be CEO of multiple companies (want to stay in your lane)
You understand licensing economics (passive income > active income)
Your brand has longevity (will still matter in 20+ years)
This Model Doesn’t Work If:
You’re still building your audience (need to focus on core first)
You want to be hands-on operator (ABG is about delegation)
You need immediate liquidity (ABG is long-term play)
Your brand is trend-dependent (won’t last 20+ years)
You’re precious about every detail (can’t let partners execute)
Kevin Hart is the perfect candidate because:
He’s at scale (292M followers)
He’s diversified (already in multiple businesses)
He’s thinking legacy (wants his grandkids’ grandkids to benefit)
He’s not a control freak (comfortable delegating)
His brand has 30+ year runway (comedy is timeless)
Here’s who’s probably getting calls from ABG right now:
1. Dwayne “The Rock” Johnson
Already has Teremana Tequila, ZOA Energy, Project Rock (Under Armour)
Perfect candidate for systematic licensing across 20+ categories
ABG deal could be worth $100M+ annually in royalties
2. LeBron James
SpringHill Company (content), Blaze Pizza, Liverpool FC investment
Post-NBA wealth building is the goal
ABG could license “LeBron” across sports/fitness/lifestyle
3. Taylor Swift
Massive global brand (500M+ followers)
Already owns her masters (control-oriented)
ABG could handle merchandise/lifestyle whilst she focuses on music
4. Selena Gomez
Rare Beauty ($2B valuation)
Massive social following (400M+)
ABG could scale Rare Beauty globally + launch adjacent categories
5. Tyler Perry
Tyler Perry Studios, content empire
Undermonetized name/likeness
ABG could launch Tyler Perry lifestyle brand (faith-based, family-oriented)
Each of these deals could be worth $50-150M annually in royalties for the talent. And ABG’s equity value compounds with every deal.
Your Takeaway
Kevin Hart signed a deal on how entertainers build generational wealth.
Instead of:
Building brands himself (capital + time-intensive)
Endorsing products (one-time payments)
Investing in startups (high risk, most fail)
He:
Partnered with proven licensing infrastructure (ABG)
Kept co-ownership and approval rights (control)
Became shareholder in the platform itself (equity upside across ALL brands)
Set up passive income that lasts 50+ years
The result:
Short-term: Kevin makes $100M+ annually from his career
Medium-term: Kevin makes $20-50M annually in royalties from licensed products
Long-term: Kevin’s estate makes $50-100M annually in perpetuity (like Elvis)
“I want the Hart name to live on for generations to come and be something that my grandkids and their grandkids will be able to be proud of.” —Kevin Hart
David
P.S. Elvis Presley died in 1977. His estate partnered with ABG in 2013. Today, Elvis generates $200M+ annually more than he made in most years while alive. Kevin Hart is 47, healthy, and printing money. By partnering with ABG now, he’s setting up his estate to print money for the next 100 years. That’s not a licensing deal. That’s immortality.