Biggest Athlete Business Moves of the Year (and What We Can Learn)

Biggest Athlete Business Moves of the Year (and What We Can Learn)

Athletes are no longer just icons on the field—they are becoming power players in the boardroom. From investing in startups to launching global brands, today's top sports figures are building business empires that rival their athletic legacies. This year, several high-profile moves stood out, offering valuable lessons in entrepreneurship, branding, and wealth-building that anyone can apply.

LeBron James: Building a Billion-Dollar Brand

LeBron James continues to redefine what it means to be an athlete-entrepreneur. In 2024, he expanded his media company, SpringHill, into new production deals, while also growing his partnerships with Nike and Beats. His focus on content ownership and equity stakes highlights a crucial business lesson: don’t just endorse—own. LeBron’s ability to align his brand with long-term investments has set a new standard in athlete-led business ventures.

Serena Williams: Venture Capital Visionary

Serena Williams’ Serena Ventures has invested in over 60 companies, and this year, she doubled down on women- and minority-led startups. Her commitment to socially responsible investing shows how business can align with personal values while still driving profit. For entrepreneurs, the takeaway is clear: invest in what you believe in, and what has growth potential.

Lionel Messi: The MLS Deal That Changed the Game

When Lionel Messi joined Inter Miami in 2023, it was not just about soccer. His deal included revenue shares from Apple TV and Adidas, proving that athletes can—and should—negotiate for more than salary. Think like Messi: get creative with contracts and push for equity and residual income.

Sha’Carri Richardson: Style Meets Strategy

Sha’Carri Richardson's collaboration with luxury fashion and lifestyle brands in 2024 positioned her as more than an athlete—it established her as a cultural icon. Her bold branding and social media savvy have made her image a powerful asset. This move underscores the value of owning your narrative and curating your image online.

What We Can Learn

The biggest athlete business moves this year remind us that success comes from diversification, smart partnerships, and leveraging personal branding. These athletes are not just thinking about today's paycheck—they are planning for generational wealth. Whether small business owner, investor, or freelancer, there is a universal message: your brand and how you invest your time, money, and values can shape your long-term success.

In today’s world, thinking like an athlete-entrepreneur isn’t just smart—it’s essential.