By Andreas Themistocleous, Contributor
From Endorsements to Equity
Reading from the official website: “The third annual Players Technology Summit, presented by Bloomberg, is an exclusive and intimate gathering of world-class athletes, entrepreneurs and investors taking place on Thursday, June 27th 2019 in San Francisco. The summit provides a forum for some of America’s most celebrated athletes and business leaders to share their success stories, lessons learned and consumer technology trends to watch in an environment that promotes networking.” It’s out there and it’s happening.
Historically, the relationship between athletes and corporate entities has focused on brand ambassadorships and endorsements. Major brands have long relied on star athletes to market products and engage consumers. But in recent years, a shift has taken place. NBA stars and other elite athletes are now focusing on equity-based relationships, especially in the tech industry, which they’ve identified as the future.
Sports Tech on the Rise
According to the PWC 2018 Sports Survey, the sports industry is expected to grow by 7% over the next three to five years. Sports tech firms were the most optimistic stakeholder group, highlighting the vast opportunity in this market. It’s no surprise, then, that athletes are investing heavily in technology.
From NFL stars like Russell Wilson and Aaron Rodgers, to NBA legends like Steph Curry and Andre Iguodala, to tennis champions Serena Williams and Andy Murray—tech is attracting top-tier athlete investors. Michael Jordan is among the investors in sports data company Sportsradar. Their investments often revolve around everyday consumer needs—making them both impactful and practical.
Why Athletes Are Turning to Tech
Athletes are high-net-worth individuals with access to capital, public visibility, and increasingly, financial education. With growing exposure to entrepreneurship and venture capital, many athletes are better prepared than ever to manage long-term investments. Social media has played a key role, too, offering athletes a platform to share ideas, connect with brands, and grow their personal reach.
The Athlete Mindset: A Natural Fit
Athletes are goal-oriented, strategic thinkers. Their desire to maximize their earnings beyond their playing years mirrors their disciplined approach to sports. Many seek to work smarter—not just harder—and tech investing offers that opportunity.
According to insights shared at the Players Tech Summit, athletes should:
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Only invest money they can afford to lose
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Be selective with companies they support
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Do extensive research before investing
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Surround themselves with a network of mentors
As 3-time Olympic gold medalist and tech investor Kerri Jennings said, mentorship is a transferable skill from sports to investing.
Where Athletes Are Investing
E-sports has emerged as a top investment area for athletes, with projected revenues reaching $2.4 billion by 2020 and a 276 million-strong global audience by 2022. Health tech is also popular, aligning with athletes’ interest in wellness and community impact. These investments reflect values taught through Corporate Social Responsibility (CSR)—a familiar concept for many professional athletes.
The Value Athletes Bring to Startups
Startups are eager to include athletes as investors. Why?
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Athletes provide credibility and influence
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They have built-in audiences and strong community ties
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They can introduce products in authentic, engaging ways
Connecting Athletes to Tech
Andre Iguodala and his advisors are building a platform to help more athletes enter the world of investing and tech. The NBA Summer League in Las Vegas is evolving into more than a basketball event—becoming a hub for sports, tech, and investment networking. The best part? Tech investing is not a winner-take-all game. It’s a collaborative ecosystem. One that’s growing stronger—with athletes right at the center.
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Andreas T. Themistocleous (BSc, MA, MBA) is a native of Famagusta, Cyprus. He is a former basketball player, a NCAA Division I student-athlete and now a sports management/business professional. He has served in the sport industry from several positions, most notably in club football management, as a Board member of sport federations and as lecturer in academia. He is currently in the sports services industry. To connect and network with Andreas, you may find him on Twitter and LinkedIn.
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