I’m going to make a provocative suggestion.
David and Victoria Beckham are very lucky to be so rich. They are both prepared to work hard and are tenacious in what they pursue, but VB has no natural talent ( she admits this herself in her book learning to fly) and DB’s only talent is being very good at football, combined with the happy fortune of being good looking. None of their children appear to be talented sportspeople and even if they were, very few make any real money from it. Neither VB or DB are known to be particularly intelligent. They have four (?) children who they will understandably want to maintain in the life style of their peers, the only lifestyle they have known. They probably have legitimate doubts about their children’s ability to earn through their own efforts the sort of wealth they would need to keep that lifestyle. Very, very few people could. DB and VB probably also have an eye on ensuring their grandchildren and future generations are also kept wealthy. I suspect BB’s wife’s family ensured she had a cast iron prenup to protect their family wealth of that relationship breaks down. The Beckhams have no business to pass on to their kids in the way other wealthy families have.
In this context I can quite understand why they are keen to keep bringing in the cash through Brand Beckham, and keep building that. They may see it as a way of securing their children’s financial future. VB and DB don’t need the money but their kids need a huge amount of cash to maintain that lifestyle and social group for themselves and their own children, and need something to keep earning cash during their own lives. Media attention can do that for kids with nothing to sell but their name.
in thar context, getting their kids to perform brand Beckham could be seen as akin to people like us getting their kids to do homework. Not much fun but something that will hopefully secure their financial future.
These people live highly unusual lives. There may be reasons behind their behaviour that are more than self interested greed or vanity of DB and VB.