By Lazaros Ioannou, APC Sports Consulting Limited
Tom Brady led the New England Patriots to a 13–3 win over the Rams in Super Bowl LIII, claiming his third title in five years. At 41, he became the oldest quarterback to win a Super Bowl. Athletes like Brady, Kareem Abdul-Jabbar—who won two championships with the Lakers after turning 40—and Roger Federer—ranked No. 1 worldwide at 37—are rare. In most sports, peak performance happens much earlier.
Peak Performance does not last forever
The “sweet spot” for athletic performance usually falls between the mid-20s and early 30s. This is when athletes hit their highest levels of physical strength, technical skill, and mental sharpness.
Performance and income often go hand in hand. During their peak years, athletes earn the most—both from salaries and endorsements. As performance declines, so does income. Older athletes generally receive lower compensation and fewer sponsorship deals, as brands prefer younger, more marketable talent.
Build a Personal Brand Early
To secure long-term financial success, athletes must plan ahead. One key strategy is building a strong personal brand from the start. A well-crafted brand can grow into a local or global signature name. It can bring in income through product lines, endorsements, and public appearances—even after the athlete retires.
Athletes can build their brand through smart personal marketing and branding strategies. These should align with their long-term financial goals. It’s important to define what the athlete stands for—what values they bring to the table. A clear identity helps athletes stand out in a crowded field.
By investing in their brand early, athletes create income opportunities that don’t depend solely on their performance. This gives them greater control over their financial future—long after their peak playing days are behind them.
Save while you Earn High
In addition to the above, when athletes are at their peak and have substantial earnings, they should implement a sound saving strategy; a sound saving strategy is the cornerstone of a financially secure lifestyle, accommodating any possible setbacks in their career, irrespective of their athletic performance. Setting money aside each month builds a foundation for establishing future wealth which can be used in many ways: as an emergency cushion; for retirement as average life expectancy grows and government pensions are pretty volatile; for education purposes, etc. You may refer to our previous article ‘’Saving while earning high’’http://moneysmartathlete.com/2018/01/31/saving-while-earning-high/ for more details on how to set up your personal saving strategy.
Last, the Money Smart Athlete should create sources of alternate/parallel income which are not related to, nor correlated with their athletic performance. This income may be in the form of an investment portfolio, real estate portfolio or by setting up their own business. It is important for athletes to identify what their goals and dreams are, outside of sport. So, that they start working on them during the early stages of their career. Before deciding on any of the above, athletes should always seek the help of financial and business advisors who may help them navigate the difficult world of investments and entrepreneurship.
Whether investing in your personal brand, saving while earning high, setting up investments and businesses or a combination of all the above, you need to make sure that in your post peak performance years, your financial success is not dependent on your athletic performance. By creating a financial freedom plan during your early, high performance years, you will be able to financially sustain yourself during your whole life. For more information on creating your financial freedom plan you may get in touch with us at [email protected]