How Athletes Found Startups

For many professional athletes, the question is no longer just how to invest their earnings but how to create something lasting. Sponsorships and endorsements remain valuable, but a new generation of players is stepping into the role of entrepreneur, founding startups that extend their influence far beyond the pitch. In an era where careers are short but brands are global, startups offer athletes not only financial upside but identity, purpose, and a platform for reinvention.

From Endorsement to Ownership

The old model saw athletes lend their name to a brand in exchange for exposure and revenue. Today, many prefer ownership. Rather than being the face of someone else’s idea, players are launching ventures that reflect their values and vision. They are not waiting for opportunities; they are building them.

This shift mirrors broader cultural changes in sport. Fans now want authenticity — they respond not just to what athletes do on the pitch, but to what they stand for. A startup allows a player to create something that reflects both personality and ambition, resonating with supporters in new ways.

Case Study: Gerard Piqué and Kosmos

Gerard Piqué’s Kosmos venture is perhaps the clearest example of this transformation. While still playing for Barcelona, Piqué co-founded the company with a mission to reinvent sports and entertainment. Kosmos famously reshaped the Davis Cup in tennis, secured high-profile partnerships, and branched into media and technology.

Piqué’s journey shows how athletes can leverage their networks, credibility, and visibility to scale a startup quickly. But it also reveals the demands: building a company requires focus, leadership, and resilience. For Piqué, it was not a side project — it became part of his professional identity.

Why Athletes Have an Edge

Athletes are uniquely positioned to succeed as founders. The skills that drive them on the field — discipline, resilience, and the ability to perform under pressure — translate directly into entrepreneurship. Their competitive nature fuels ambition, and their platforms open doors to investors and collaborators that other founders could only dream of.

But beyond access, the greatest advantage is credibility. An athlete knows performance, understands pressure, and embodies aspiration. This authenticity resonates with consumers, particularly in sectors like fitness, health, lifestyle, and technology.

The Challenges

For all the advantages, founding a startup is not without risks. Time is limited, especially during an active career. The intensity of training and competition leaves little room for business demands. Without the right partners, startups can collapse under the weight of inexperience or distraction.

The best examples of athlete-led startups are those where professionals surround themselves with experts. Advisors, co-founders, and operational teams handle the day-to-day, while the athlete provides vision, credibility, and direction. In this balance, the venture can thrive

without compromising performance on the pitch.

Building for the Long Term

What makes athlete startups compelling is their potential to outlast careers. A sponsorship ends when the playing days do. A startup, if successful, becomes a legacy — a business that continues to grow and generate impact long after retirement. For many athletes, this is the true motivation: creating something that endures.

Younger players are taking note. Instead of waiting until retirement, many are beginning their entrepreneurial journeys early, using their prime years not just to build statistics but to build companies. The shift represents a new model of athlete professionalism — one where career and entrepreneurship run side by side.

The Larger Impact

Athlete startups also influence culture. They inspire fans to see athletes not only as performers but as creators and innovators. They connect sport with industries like tech, fashion, and wellness, expanding what it means to be a professional footballer in the 21st century.

In this sense, the athlete-founder is more than a business role. It is a cultural role, reshaping the image of the modern player as a multidimensional figure with influence that stretches far beyond the game.

As Kobe Bryant once reflected on his own post-career ventures: “Great things come from hard work and perseverance. No excuses.” That same mentality fuels both elite sport and successful startups. For today’s athletes, it is not about choosing between the two — it is about carrying the spirit of one into the other.