Professional athletes today are not just competitors on the field — they are strategic investors off it. With careers that often span just a few years, many sports stars are turning to investment as a way to secure long-term financial stability. From founding venture capital firms to acquiring vineyards and tech startups, their choices reveal a keen understanding of market dynamics and personal branding.
From the Court to the Boardroom: Athletes as Business Visionaries
One prominent example is Kevin Durant. Beyond his achievements in basketball, Durant has established himself as a serious venture investor. Through his company, Thirty Five Ventures, he’s backed a wide array of tech startups, from delivery services to cryptocurrency exchanges. His business acumen and strategic partnerships have allowed him to build a diversified portfolio worth tens of millions.
Serena Williams, known globally for her tennis dominance, launched Serena Ventures, a firm that has invested in over 60 companies, many of which are led by women and people of colour. Her focus is not only on financial return but also on fostering inclusivity in the startup world. This dual-purpose strategy has placed her among the most respected athlete-investors of our time.
Tony Parker, meanwhile, took a different route. The former NBA star ventured into viticulture, acquiring Château Saint Laurent in the Rhône Valley. His winery not only produces premium wines but has become a cultural project, combining French tradition with modern branding techniques. Parker’s involvement is hands-on — from harvest to market positioning.
Diversification and Identity in Investment Choices
The diversity in these investments reflects more than financial strategy; it shows how athletes build business identities that align with their personal values. Durant gravitates toward innovation and disruption, Williams supports equity and innovation, and Parker embraces heritage and lifestyle. These choices help extend their influence beyond sports into the spheres of culture and economics.
Importantly, these ventures are not side projects. They are fully integrated into the public image of the athletes, who frequently speak at business conferences, appear in investment summits, and influence younger generations of athletes to follow suit. The era of the silent sponsor is over — today’s athlete is an active entrepreneur.
Such visibility also affects consumer behaviour. Fans are more likely to support a business when it carries the face of an admired sports figure. It’s brand loyalty through association — a potent tool in today’s marketing landscape.
Restaurants, Startups, and Real Estate: Preferred Asset Classes
Athletes often start by investing in areas that are close to their lifestyle — such as food and hospitality. Restaurants, for instance, offer visibility and tangibility. LeBron James invested in Blaze Pizza and helped it grow into a major chain through social media and PR efforts. These outlets offer more than revenue; they serve as public-facing expressions of their brand.
Technology startups also rank high. Beyond Durant and Williams, athletes like Andre Iguodala and Carmelo Anthony have ventured into fintech, health tech, and AI. These investments reflect both a desire for high returns and an understanding of future trends. It’s not uncommon for these athletes to take board seats or play advisory roles, contributing more than just capital.
Real estate remains a cornerstone of long-term strategy. Property investment offers stability and passive income — ideal for athletes transitioning from active careers. From luxury apartments in Miami to entire developments in their hometowns, these ventures often tie into philanthropic efforts as well, like building affordable housing or community centres.
Beyond Income: Purpose-Driven Investing
What sets these investments apart is the intentionality. Athletes are choosing projects that reflect personal stories, community ties, or long-term vision. For example, Magic Johnson’s investments in cinemas and cafés were part of an urban revitalisation mission in underserved areas — a strategy now mirrored by others.
This form of investing goes beyond traditional ROI metrics. It’s about legacy-building. Whether it’s Durant supporting minority-owned startups or Parker elevating French winemaking, these efforts shape how athletes are remembered not just as players but as impactful businesspeople.
The message is clear: investment is not just a financial decision but a cultural one. Athletes are redefining what it means to retire from sports — they’re not stepping back but stepping into new roles.
Behind the Scenes: The Role of Financial Advisors
While some athletes take an active role in managing their investments, many rely on experienced financial consultants. These advisors help navigate complex markets, evaluate risk, and plan for wealth preservation. Their role has become more essential as athletes diversify into less familiar territory like biotech or international real estate.
The collaboration often starts early in an athlete’s career. Top consultants are brought in not just to manage contracts and taxes, but to shape long-term investment strategy. This foresight can be critical — it’s what differentiates short-lived success from enduring financial security.
Firms now specialise in serving athletes, offering tailored services that combine lifestyle management with capital growth. From bespoke funds to concierge deal flow, this ecosystem has matured significantly over the past decade, thanks to growing demand for professional-grade financial stewardship in the sports world.
Education and Empowerment as a New Trend
Education is emerging as a key trend. More athletes are taking business courses, attending investor bootcamps, and joining mastermind groups. The goal is not just to outsource decision-making but to understand the why behind every deal. Leagues and player unions have also introduced financial literacy programmes to support this shift.
This empowerment ensures that athletes are not passive recipients of wealth but active participants in its growth. As the investment landscape evolves, informed decision-making will be vital — especially with the rise of digital assets and changing tax laws across jurisdictions.
Ultimately, this shift reflects a broader evolution: from athlete as commodity to athlete as enterprise. And in a world where influence is currency, that evolution is just beginning.