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empowering money smart athletes

Our Courses

Sports Kids

Through our Sports Kids courses we teach children to appreciate money as a source of livelihood and help them develop their personality.

Academy Level Athletes

Our academy level courses strengthen the whole person, not just the athlete, by training teenage athletes in essential life skills.

Collegiate Athletes

This program is all about teaching useful life skills which give student athletes an edge in real life.

Professional Athletes

Our comprehensive program includes courses on financial goal setting, building and maintaining a financial freedom plan, creating an after sports career, and many more.

Female Athletes

Our bespoke courses address the steps that women athletes should take to achieve financial sustainability and independence.

Solo-Sport Athletes

Our program for athletes in individual sports addresses the unique financial and emotional challenges faced during the pursuit of a solo sports career.

Personal development programs strengthen the person as a whole and not just the athlete.

Athena P. Constantinou
Our mission is to financially educate, empower and mentor athletes to enable them to plan their desired financial future and attain financial independence. We help turn athletes into ‘whole persons’ rather than just great athletes!

Money Smart Athlete Blog

Athletes: Beyond the Glory – Harnessing Personal Growth for Long-Term Financial Stability

When we think about the lives of professional athletes, fame, success, extravagant lifestyles and glorious athletic achievements come to mind. Little attention is paid to personal growth and development, skill-enhancement and financial stability beyond their sports years. To lead a meaningful and financially sustainable life, an athlete needs to invest time and effort to build the necessary foundations.

June 2023 Editorial: Athletes: How personal growth and development contribute to financial stability

It is evident that athletes who continuously invest in themselves can achieve personal growth and development, which can consequently lead to long-term financial stability and success across different areas of life. Personal growth translates into athletes enhancing their skills, qualities and personality traits, including but not limited to discipline, perseverance, flexibility and most importantly a growth mindset. These characteristics can be seen as essential tools for achieving their goals not only in terms of sports but also in terms of finances. Expanding their skillset through personal development strategies can also help with athletes’ financial literacy, financial decision-making and potentially income diversification; leading to business success. Finally, personal growth can also be key in their personal brand development, further encouraging endorsement and sponsorship potential, through the image they portray to the public.

Athlete role models and their relationship with sponsors and endorsements

Sponsorships and endorsements have evolved into an integral part of modern-day sports. Counterintuitively, they developed almost hand-in-hand with the sport industry itself over the course of the late nineteenth and early twentieth centuries. Today, sponsors have become a vital part of the industry and the flow of money into the veins of sports, form the lion’s share of the industry’s turnover. For athletes, the funds they secure for endorsements and from sponsors constitute an important part of their income. In some cases, the monetary rewards from such activities far surpass their base salaries; that is, the contracts with their club. During his second spell at Manchester United in 2021, Cristiano Ronaldo was making more money from his sponsors – taking home around £36 million – than from his very generous salary from the Red Devils (around £550,000 pw).