Athlete economy
The new athlete paradigm: entrepreneurs building brands, investors backing ventures, and community leaders driving change—plus the sports organizations, partnerships, and monetization strategies shaping the sporting goods industry.
IN THE SPOTLIGHT
LA Lakers star launches direct-to-fan platform
Luka Dončić has launched 77X, an athlete-owned platform that controls IP and fan relationships—bypassing traditional brand partnerships through vertical integration.
LATEST
LA Lakers star launches direct-to-fan platform
Luka Dončić has launched 77X, an athlete-owned platform that controls IP and fan relationships—bypassing traditional brand partnerships through vertical integration.
Ramos-led consortium bidding for Sevilla FC
The Real Madrid legend’s consortium submits a €400 million letter of intent to buy into his first club
Lindsey Vonn’s Olympic comeback with a new partner brand
Healthcare apparel company FIGS enters elite athlete sponsorship with a strategic bet on Vonn’s return to competitive skiing after a five-year absence.
What will the Chef’s next choice be?
Stephen Curry is speed-dating the footwear industry as he searches for Under Armour’s successor. His latest warm-up choice: On running shoes.
WHITESPACE partners with eVent for PFAS-free pants
This choice reinforces the brand’s commitment to sustainable technical materials in premium snowboarding apparel.
Sebastian Vettel receives conservation award
Four-time Formula 1 world champion Sebastian Vettel will receive The Perfect World Foundation Award 2026 for environmental activism.
Soccer star Morgan backs women’s golf league
Former US women’s soccer star’s venture firm joins all-female investment collective for WTGL, set to debut in winter 2026–27.
Osaka rejoins IMG after Evolve departure
Four-time Grand Slam champion rejoins agency giant IMG Tennis after brief stint with Evolve, the boutique agency she co-founded in 2022.
From pitch to equity – The evolution of Lionel Messi
Messi eyes club ownership post-retirement whilst building a sports-tech investment portfolio through Play Time and production ventures.
Athletes Investing
From pitch to equity – The evolution of Lionel Messi
Messi eyes club ownership post-retirement whilst building a sports-tech investment portfolio through Play Time and production ventures.
The "Strava for motorsport" gets a footballer on board
Chelsea FC’s Trevoh Chalobah joins a $5M seed round for Track Titan, an AI-powered motorsport platform backed by elite sports and tech investors.
Soccer star Morgan backs women’s golf league
Former US women’s soccer star’s venture firm joins all-female investment collective for WTGL, set to debut in winter 2026–27.
Indian cricket star doubles down on his lifestyle brand
Virat Kohli has invested ₹40 crore (€4.3 million) in the sporting goods manufacturing startup Agilitas to grow his One8 lifestyle label, deepening ties with Puma and expanding into new categories.
Cristiano Ronaldo invests in mixed martial arts
Cristiano Ronaldo invests in MMA promotion WOW FC and confirms the 2026 World Cup will mark the end of his international career.
Golf star Rory McIlroy unveils new sports investment platform
Rory McIlroy joins forces with TPG to create TPG Sports, a private equity platform targeting growth opportunities across the global sports ecosystem.
Athletes and brands
What will the Chef’s next choice be?
Stephen Curry is speed-dating the footwear industry as he searches for Under Armour’s successor. His latest warm-up choice: On running shoes.
American tennis star signs multi-year deal with ASICS
World no. 15 Emma Navarro partners with ASICS in a multi-year deal
Nike signs world No. 1 pickleball player
Nike enters pickleball with world No. 1 Anna Leigh Waters as global ambassador, marking strategic bet on sport with 19.8m US players.
Eva Lys joins Lacoste in major sponsorship move
German tennis player Eva Lys has signed with Lacoste following her breakthrough 2025 season, leaving Asics behind.
ASICS signs French tennis star Loïs Boisson
Ther Japanese brand adds World No. 36 to roster as it works to stabilize tennis partnerships following recent high-profile exits
Fanatics signs multi-year global deal with Max Verstappen
Fanatics and Max Verstappen unveil a global partnership covering licensed merchandise, trading cards and a new online store launching in 2026.
Athletes and sustainability
WHITESPACE partners with eVent for PFAS-free pants
This choice reinforces the brand’s commitment to sustainable technical materials in premium snowboarding apparel.
Sebastian Vettel receives conservation award
Four-time Formula 1 world champion Sebastian Vettel will receive The Perfect World Foundation Award 2026 for environmental activism.
Athletes and events
Sebastian Vettel receives conservation award
Four-time Formula 1 world champion Sebastian Vettel will receive The Perfect World Foundation Award 2026 for environmental activism.
European Fitness Award debuts in Berlin
The inaugural European Fitness Award by RSG Group honors standout figures and projects shaping the fitness industry’s future.
Voting opens for Globe Soccer Awards
Public voting for the 16th Globe Soccer Awards is live, spotlighting football stars and shaping their commercial value in the global athlete economy.
Cristiano Ronaldo is the highest-paid football player
Lionel Messi takes the second spot and is the sole representative of Major League Soccer (MLS) in the ranking.
FOCUS: FEMALE LEADERS
Soccer star Morgan backs women’s golf league
Former US women’s soccer star’s venture firm joins all-female investment collective for WTGL, set to debut in winter 2026–27.
Osaka rejoins IMG after Evolve departure
Four-time Grand Slam champion rejoins agency giant IMG Tennis after brief stint with Evolve, the boutique agency she co-founded in 2022.
Lindsey Vonn to join ISPO 2026 line up
Olympic champion and IIC CEO join C-suite conference as Raccoon Media Group and Messe München commit €3 million to reimagine trade show format.
SPORTS ECONOMY
Monitoring leagues and clubs as business actors—M&A, investor activity, ownership structures, commercial partnerships and deals shaping opportunities for sporting goods brands.
Eurosport and JPMorgan veterans launch new sports investment platform
New sports investment platform aims to unlock value in under-commercialised segments of global sport.
Women’s football: revenue up, broadcast down
The world’s leading women’s football clubs crossed the €150m collective revenue threshold for the first time, according to the fourth annual Deloitte Football Money League analysis of women’s clubs.
Dazn to introduce prediction markets
Sports streaming platform Dazn plans to integrate prediction markets into broadcasts, potentially competing for fans’ discretionary spending with sporting goods purchases.
Barça launches first all-female eSports team
FC Barcelona enters the Valorant Game Changers circuit, launching its first all-female esports team to promote gender equality in gaming.
New AI Platform to Automate Youth Sports
Led by veterans from TeamSnap and SportsEngine, Otto Sport AI raises $16.5M to modernize youth sports management through “Athlete Intelligence.”
Playtomic scores crowdfunding coup
Racquet-sport app Playtomic has raised €5.1 million from 4,600 investors in what appears to be a record crowdfunding round for a sports app.
FIFA and Lenovo unveil AI tech for World Cup
AI-driven innovations are set to improve officiating technologies, match analysis and fan engagement for the upcoming tournament.
UK top radio broadcaster acquires The Overlap
Global Media & Entertainment has acquired a majority stake in The Overlap, the YouTube sports channel founded by Gary Neville in 2021.
AFC Bournemouth and Las Vegas launch kit
Only 50 shirts available worldwide. The Las Vegas-inspired design launches on 12 January—at sunset, of course!
FIFA expands digital pact with tech provider Globant
FIFA strengthens its alliance with Globant to develop advanced digital platforms, enhancing fan engagement ahead of major tournaments.
Intelligence, analysis and advice for the global sporting goods industry.
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