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.