Brooklyn Beckham is inflicting huge damage on his own family by continuing to lean on their rift and taking 'sly digs' at them in a series of 'wounding' adverts to cash in on the World Cup.

The 27-year-old's deal with the DoorDash food delivery firm in the US has seen him crack several jokes about the estrangement from his parents in return for a reported six-figure sum.

The advert also includes what appear to be subtle messages about him moving on from his family — including swapping a £250,000 Patek Philippe Nautilus watch gifted to him by his father and replacing it with a new one.

British PR guru Mark Borkowski has said that the crisis is spiralling, with Brooklyn torching his own brand and the flames are now heading towards David and Victoria's own $1billion empire.

He told the Daily Mail: 'This will not end well for the Beckhams. Money and fame don’t buy happiness or indeed harmony.'

David and Victoria must 'forget the brand — it should be family first. This is a tragic soap opera. Wounding is not the word,' he said.

Mr Borkowski, one of the UK's top PR and crisis experts, says Brooklyn is rejecting the family brand because he genuinely believes his parents have spent years controlling him.

He said: 'Brooklyn belongs to a different era. The rejection of the family brand may itself feel like an act of liberation.'

But in doing so, he is damaging a brand his mother and father started building in the late 1990s.

He said: 'The Beckhams have spent nearly three decades building perhaps the most successful family brand in modern British culture. Not just fame, but a mythology: the footballer, the pop star, the beautiful children, the resilience, the reinvention. It became a commercial empire but also a family narrative. The problem is that brands can be managed. Families can’t.

'What makes this so painful is that everyone appears trapped inside a story they can no longer control.'

Brooklyn, 27, released the full version of his new DoorDash advert at the close of the England World Cup match on Wednesday night, after being accused of 'cashing in' on his family feud with the campaign.

'These can go to someone... else,' he told a delivery worker as he handed over a bag of football tickets, adding: 'Hey, put them somewhere fun!'

In the advert, published on Instagram, he appears to relish the opportunity to hit back at his family.

He smirked and said: ‘You're probably wondering why I'm watching the FIFA World Cup 2026 from home... It's a long story,’ before throwing some tickets on his coffee table.

While Brooklyn has been wearing the £250,000 Patek Philippe Nautilus watch gifted to him by his father for years, he shakes off this association by pointedly placing a new one on his coffee table.

And there was a stack of unopened letters from home — perhaps a nod to his refusal to make contact with his family.

Only on Friday, his sister Harper, 14, went to his Beverly Hills home to deliver a handwritten note but was crestfallen when she discovered he wasn't home.

Shortly after his sister's appearance at the home Brooklyn shares with his wife, Nicola Peltz, 31, their camp accused the Beckhams of 'using Harper as a pawn'.

The Daily Mail revealed this week how his parents are ‘devastated’.

Harper and his grandparents are also said to be ‘inconsolable’ after he appeared to joke about the family rift while cashing in on the World Cup, friends said.

The adverts have sparked a backlash online, with comments now limited for some Instagram users. 

One fan wrote: ‘If you hate them so much, drop the name and stop profiting from association.’

Brooklyn shared his business struggles just two weeks before cashing in on a now-controversial advert with a US takeaway company that references his family feud.

He revealed there had been ‘a lot of ups and a lot of downs’ since creating his hot sauce brand, Cloud23, in 2024, which was heavily promoted by his famous parents in the early days when he was still speaking to them.

Speaking at the Tribeca Festival in New York, he said: ‘I didn’t really know what I was getting into when I was creating this.

‘There have been a lot of ups and a lot of downs. There are things we’ve had to figure out. I’m still learning every single day. I’m going to continue to learn forever.’

Despite being the son of Sir David and Victoria Beckham, the aspiring chef insisted he didn’t want his ‘celebrity’ to get in the way of the brand.

He said: ‘When I was creating this, I didn’t want to create another celebrity brand. I wanted to create the cleanest hot sauce there is with the most beautiful bottle.’

His comments came just two weeks before his lucrative advert for the World Cup with the delivery service, Doordash, came to light.

Smirking in the sponsored video, he said: ‘You’re probably wondering why I’m watching the FIFA World Cup 2026 from home… it’s a long story.’

The food delivery service shared it with the teasing caption: ‘We have a guess.’

Brooklyn has been accused of ‘cashing in’ on the fallout from his family, who he has not spoken to in 18 months, and the ad is said to have David, 51, and Victoria, 51, ‘devastated and inconsolable’.

And now, amid his business struggles, it appears he may have unfortunately killed his own brand after appearing in the advert, which has been criticised for its ‘cheap joke’ about the rift.

One of the UK’s leading PR experts said the campaign, which has been posted to his Instagram, will leave companies ‘aghast’ and all but end any chance of a reconciliation with his parents.

Andy Barr, Head of Brand Communications at Season One Comms, said: ‘This could well be the beginning of the end for Brand Brooklyn.

'Brands will look on aghast at the negative public reaction to how he has used his family feud in this way and will want to steer clear.’

Sean O'Meara, managing director of strategic communications consultancy Essential Content, called it a PR 'disasterclass' by Brooklyn.

He said: 'It looks cheap. Sly public digs at family members, especially when the public figure is getting paid to do it in an advert, never land well. This makes him look petty and to an extent, arrogant. Does Brooklyn need the money so badly that he'll air his family's dirty laundry in public?'

The video has sparked a backlash online, with comments now limited for some Instagram users. One fan wrote: ‘If you hate them so much drop the name and stop profiting from association.’