In recent years, professional athletes have transformed their roles beyond the playing field. Many have started building substantial business ventures by leveraging fame, resources, and networks. This shift from athlete to entrepreneur stands clearly in the example of LeBron James, who redefined what it means to succeed in both sports and business.
LeBron James: A Blueprint for Athlete Entrepreneurship
LeBron James, known worldwide for his basketball legacy, also stands as a top-tier entrepreneur. Early in his career, he made a bold move and hired Maverick Carter, his childhood friend, as a business advisor. That decision led to the creation of LRMR Ventures, a company that manages James’s wealth, brand, and marketing strategies.
James and Carter launched The SpringHill Company in 2020. This entertainment and media firm produced major projects like “Space Jam: A New Legacy” and “The Shop,” a talk show featuring prominent cultural figures. SpringHill’s vision expanded further in late 2024 with a merger with UK-based Fulwell 73. This move created a global content powerhouse focused on delivering dynamic, culturally relevant storytelling.
James didn’t stop with media. He invested in Blaze Pizza and actively helped grow the chain into a national brand. He also bought ownership stakes in the Boston Red Sox and Liverpool Football Club through Fenway Sports Group. James’s investments cover media, food, and sports, showing how athletes can strategically diversify their business portfolios.
By the end of 2024, James’s net worth reached an estimated $1.2 billion. He didn’t rely on endorsements alone. He built brands, led investments, and directed his ventures with a hands-on approach.
Other Notable Athlete Entrepreneurs
LeBron James inspired a new wave of athlete-entrepreneurs. Many now build their own businesses, drive impact, and create wealth across industries.
- Giannis Antetokounmpo: The NBA star launched Build Your Legacy Ventures. This venture capital fund backs startups in sports, tech, and entertainment. Giannis supports underrepresented founders by connecting them with capital and guidance. He kicked off the fund with a key investment in Unrivaled, a new women’s 3-on-3 basketball league.
- Coco Gauff: The rising tennis star founded Coco Gauff Enterprises. This company oversees her business ventures and philanthropic projects. Gauff chose this structure to take control of her brand and career strategy.
- A’ja Wilson: The WNBA standout expanded her personal brand with major endorsement deals from Nike, Mountain Dew, and Gatorade. In May 2024, she announced the A’One, her signature sneaker with Nike. Wilson joined an elite group of athletes with their own shoe line.
- Angel Reese: At 22, Reese already built a diverse business empire. Her brand partnerships include Reebok and Beats by Dre. She also invested in DC Power Football Club and launched her podcast, “Unapologetically Angel.” Reese shows how modern athletes blend influence with ownership and creativity.
NIL Policies Boost Young Athlete Entrepreneurs
The NCAA’s Name, Image, and Likeness (NIL) rules gave college athletes a new way to earn and build brands. Many embraced the change by signing deals, launching ventures, and creating content.
- Flau’jae Johnson: The LSU basketball player and rapper landed deals with Puma, Meta, and JBL. In 2024, she signed an NIL deal with equity, becoming one of the first college athletes to take ownership in a brand.
- Paige Bueckers: The UConn basketball star partnered with Gatorade, Nike, and Crocs. She also created the Paige Bueckers Foundation to support social justice and community initiatives. Bueckers blends business and purpose, making a strong mark off the court.
Universities Launch Programs to Support Athletes
Forward-thinking schools now teach athletes how to build businesses and personal brands. These programs help students make smart moves during and after their sports careers.
- Arizona State University: ASU teamed up with GoDaddy to launch the Student Athlete Venture Studio. The program offers resources, mentoring, and startup training tailored for student-athletes.
- Ohio University: The university rolled out workshops that teach athletes how to manage their brands, file business licenses, and build ventures. The curriculum encourages athletes to take charge of their financial future.
Conclusion
Athlete entrepreneurs have taken control of their narratives and created long-term legacies. LeBron James led this charge, proving that athletes can lead companies, fund startups, and shape industries. Today’s athletes follow that model with drive and vision.
Giannis Antetokounmpo, Coco Gauff, A’ja Wilson, Angel Reese, and others now control their stories. They invest wisely, partner smartly, and explore new industries with purpose. NIL policies added momentum by allowing college athletes to start earlier. Universities noticed and built new platforms to support this evolution.
Athletes now build wealth, lead brands, and create social change. They don’t just perform; they lead. The athlete entrepreneur era has arrived—and it continues to grow stronger with each season.