For two decades, Lionel Messi, Cristiano Ronaldo, and Mohamed Salah have captivated the football world, etching their names into the sport’s greatest era. As the 2026 FIFA World Cup draws to a close, marking Ronaldo’s final appearance and another defining chapter for Messi and Salah, these legends are also charting ambitious courses for their lives beyond the pitch.
Before Messi’s Argentina faced Salah’s Egypt in a thrilling tournament match, Salah was asked to choose a “last dance” partner from his generation, including both Messi and Ronaldo. Without hesitation, he named Messi. This choice carried extra significance as Ronaldo had already confirmed his final FIFA World Cup, bringing an end to his illustrious six-tournament career before Portugal’s Round of 16 exit.
However, away from the roaring stadiums, the players’ futures are beginning to significantly diverge. While Messi and Ronaldo have increasingly embraced strategic equity stakes in cutting-edge AI, health tech, and various startup companies, Salah has largely opted for a more traditional blend of commercial partnerships, property, and philanthropy.
From Pitch to Portfolio: A New Era for Athlete Investors
This shift in investment strategy has accelerated rapidly over the past decade, driven by venture capital firms and startups actively seeking celebrity investors. A global football icon, boasting hundreds of millions of followers, offers unparalleled global reach, credibility, and distribution that few traditional investors can match.
“The shift from traditional sponsorship agreements towards equity stakes and startup investments reflects a broader focus on long-term wealth creation and financial security beyond an athlete’s playing career,” explains Kamraan Khan, a partner at Dubai-based Archers Valuation and Advisory. This strategic pivot ensures a more sustainable financial future for these high-profile individuals.
In a significant move, Lionel Messi launched Play Time HoldCo in October 2022, a San Francisco-based investment firm alongside entrepreneur Razmig Hovaghimian. Their ambitious goal is clear: to invest in companies operating across the dynamic sectors of sports, media, and technology.
Khan further notes that while sponsorships typically generate income during an athlete’s peak earning years, equity investments offer the potential for substantial capital appreciation. Where applicable, these investments can also provide future dividend income, helping to build more sustainable wealth long after retirement.
Initially reported to be targeting roughly $200 million, Play Time has quickly assembled a diverse portfolio that increasingly resembles a sophisticated Silicon Valley venture fund. It targets diverse areas, from cutting-edge AI to engaging sports technology.
- AI/Tech focus: FieldAI, Fish Audio, World Labs, Perceptron, Intangible, SuperAnnotate
- Sports-specific ventures: The FIFA-licensed mobile game Matchday and the memorabilia marketplace AC Momento
Beyond Play Time, Messi also holds an equity stake in the popular fantasy football platform Sorare and has joined the ownership group of KRÜ Esports, the Valorant and Rocket League organization founded by his former Argentina teammate Sergio Agüero. It’s important to clarify that his three-year, reportedly $20 million deal to serve as global ambassador for the blockchain fan-token platform Socios.com is a paid promotional contract, not an undisclosed equity stake.
His landmark 2023 move to Inter Miami famously included an ownership component alongside his salary and signing bonus, an unprecedented arrangement in Major League Soccer. While specifics on the stake remain unconfirmed, it underscores his strategic business acumen. Sportico valued Inter Miami at $1.45 billion in February 2026, a 22 percent year-on-year increase and the highest valuation in MLS history.
Ronaldo’s Health Tech Empire and Salah’s Traditional Approach
If Messi’s investment philosophy leans towards the breadth of Silicon Valley’s AI boom, Cristiano Ronaldo’s ventures are almost entirely centered on health technology. This focus perfectly aligns with the formidable personal brand he has meticulously cultivated over decades, emphasizing fitness, performance, and longevity.
Ronaldo became an investor in Whoop, the acclaimed wearable fitness tracker and health analytics company, in May 2024. Whoop itself dubbed this deal “one of Ronaldo’s most significant investments to date,” following years of his personal use of the device. He stated at the time, “Whoop has become one of the most important tools I use to support my long-term health.”
His most concrete move came in February 2026, when he acquired a 10 percent stake for $7.5 million in HBL Pro2col Software, a Herbalife subsidiary. This investment deepens his long-standing partnership with Herbalife, which dates back to 2013, focusing on Pro2col, a “digital, personalized health and wellness operating system.”
Just a month later, Herbalife announced its agreement to acquire London-based Bioniq in a deal worth up to $150 million. Ronaldo was already an early investor in this AI-powered personalized supplements company, whose technology will now be seamlessly integrated into Pro2col. He emphasized in a joint statement, “By combining Bioniq’s personalized supplement technology with Pro2col and the power of our global distributor network, we are expanding our ability to deliver personalized wellness at a global scale.”
Furthermore, Ronaldo has reportedly secured a 5 percent ownership stake in Saudi Pro League club Al-Nassr. This significant deal, said to have been finalized in June 2025, is valued at approximately £50 million ($66.7 million), solidifying his influence in the Middle Eastern football landscape.
In contrast, Mohamed Salah has taken a markedly more traditional approach to his business interests. Public UK corporate filings reveal his ventures are primarily concentrated in commercial holding companies and real estate investments, rather than publicly disclosed stakes in technology startups.
His highest-profile commercial relationships also remain conventional endorsement deals with global brands like Adidas, Pepsi, and Vodafone Egypt. Alongside these, Salah is deeply involved in impactful philanthropic work through the Mohamed Salah Charitable Foundation, showcasing a commitment to community over cutting-edge tech investments.
The Strategic Shift: Equity Over Endorsements
“Whether investing in startups, real estate, or private businesses, independent valuation and robust due diligence remain fundamental to understanding both opportunity and risk before committing capital,” stresses Kamraan Khan. His advice underscores the complexity and importance of careful planning in any high-stakes investment.
Regardless of their chosen avenues—be it venture capital, wearable technology, health platforms, or property—football’s biggest stars are increasingly thinking strategically beyond their playing careers. As elite athletes gain more influence over how their immense wealth is managed, it’s clear that equity, not just sponsorship, is becoming one of sport’s smartest and most powerful plays for long-term financial success.
Source: Wired – AI
