The Business of Being an Athlete: How Sports Stars Are Building Billion-Dollar Empires Beyond the Game
- Analysis by Current Business Review
- Mar 8
- 4 min read
For decades, professional athletes relied almost entirely on salaries and endorsement deals to build their wealth. But in 2025, the smartest and most financially savvy athletes are no longer just players—they’re CEOs, investors, and brand owners.
With the rise of equity-based endorsement deals, venture capital investments, and global business partnerships, today’s elite athletes are leveraging their influence to build billion-dollar empires beyond the game. From Michael Jordan’s ownership in the NBA to Serena Williams’ venture capital firm, the wealthiest athletes are no longer just making money—they’re creating long-term generational wealth.
So, how are the biggest names in sports securing financial success long after their playing careers end?
From Salaries to Equity: How Athlete Endorsements Have Changed
In the past, most athletes earned money from traditional sponsorship deals, promoting brands in exchange for fixed fees or bonuses. But today’s sports stars are taking equity instead of one-time payouts, turning short-term brand deals into multi-million-dollar investments.
Athletes Who Took Equity Over Cash—and Won Big
• Michael Jordan & Nike (Air Jordan) – Instead of a standard endorsement fee, Jordan negotiated a percentage of Nike’s Air Jordan brand, turning a deal into a $3 billion fortune.
• LeBron James & Blaze Pizza – Rather than taking a sponsorship check, LeBron accepted equity in Blaze Pizza, which is now valued at over $1 billion.
• Serena Williams & Tonal – Instead of just endorsing the fitness company, Serena secured an ownership stake, aligning her personal brand with a high-growth business.
• Patrick Mahomes & Whoop – The NFL superstar invested in the fitness tech company he endorses, positioning himself in the lucrative wearable tech market.
By choosing equity over traditional deals, athletes are becoming business partners rather than just paid endorsers, ensuring long-term wealth rather than temporary earnings.
Athletes as Investors: The Rise of Athlete-Backed Venture Capital
Beyond endorsement deals, top athletes are actively investing in startups, real estate, and private equity, securing ownership in high-growth businesses rather than just promoting them.
Athletes Leading the Investment Game
• Kevin Durant (35 Ventures) – The NBA star has built a powerful investment firm, backing tech startups, blockchain companies, and media platforms.
• Serena Williams (Serena Ventures) – Her venture capital firm has invested in dozens of early-stage companies, with a focus on women-led and diverse founders.
• Lionel Messi & Cryptocurrency – Messi has partnered with crypto firms and blockchain projects, leveraging his global influence in the digital asset space.
• Tom Brady (Autograph NFT Platform) – Brady co-founded Autograph, a digital collectibles marketplace, positioning himself in the growing Web3 economy.
These investments ensure that even after their playing days are over, athletes continue to earn millions through business ownership and long-term financial planning.
Sports Ownership: The Ultimate Power Move for Athletes
For athletes looking to cement their legacy and wealth, team ownership is the ultimate financial move. Rather than just playing the game, sports superstars are buying into franchises, leagues, and even founding their own teams.
Athletes Who Became Team Owners
• LeBron James – A part-owner of Liverpool FC, LeBron continues to expand his sports empire.
• David Beckham – Launched Inter Miami CF, proving athletes can own teams—not just play for them.
• Dwyane Wade – Bought a stake in the Utah Jazz, securing his place in the NBA beyond his playing career.
• Venus and Serena Williams – Part-owners of Angel City FC, an innovative women’s soccer team in the U.S.
As media rights and franchise values skyrocket, ownership has become one of the smartest wealth-building strategies for athletes, ensuring they stay financially dominant long after retirement.
Real Estate and Media: The Secret Investments of Sports Stars
While fans focus on contracts and sponsorships, the smartest athletes are quietly making massive fortunes in real estate and media ownership.
Athletes Making Moves in Real Estate
• Shaquille O’Neal – Owns dozens of franchises, hotels, and residential properties, proving real estate is one of the safest investments for long-term wealth.
• Cristiano Ronaldo – Owns multiple luxury hotels and resorts, capitalizing on his global brand.
• Roger Federer – Invested in prime real estate across Europe, securing assets that will appreciate long after his tennis career.
Athletes Creating Media Empires
• Derek Jeter (The Players’ Tribune) – Created a media company focused on athlete storytelling.
• Stephen Curry (Unanimous Media) – Producing films, TV shows, and digital content, proving that athletes can own entertainment companies rather than just appear in them.
• Megan Rapinoe & Sue Bird (TOGETHXR) – Built a women’s sports media brand, reshaping how female athletes are represented.
By investing in real estate and media ownership, athletes are ensuring consistent income streams well beyond their athletic careers.
What This Means for the Future of Athlete Wealth
The wealthiest athletes are no longer relying on contracts and endorsements alone. Instead, they are:
• Taking equity in the brands they promote, ensuring long-term financial gains.
• Investing in startups, private equity, and venture capital, becoming major players in tech, finance, and business.
• Owning sports franchises and launching their own companies, securing generational wealth.
• Expanding into real estate and media, creating multiple revenue streams beyond sports.
The new era of athlete wealth is about ownership, investment, and long-term financial planning. The smartest players aren’t just winning on the field—they’re winning in business, too.
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