Athlete Equity Ownership: Expanding Financial Pathways

The financial landscape for athletes is changing rapidly. For decades, the focus was on contracts, endorsements, and short-term brand deals. Today, a new model is emerging: athlete equity ownership. From the rise of NIL (Name, Image, and Likeness) deals to investments in startups, athletes are embracing ownership as a way to secure long-term financial stability.

This trend is no accident. Increasingly, athletes are realizing that wealth built from equity stakes often outlasts the peaks and valleys of professional playing careers. Recent partnerships, like the one between Chisos Capital and Kold Sports Group (see the Press Release here), demonstrate how structured capital and equity opportunities can change the game for athletes who want to build sustainable legacies.¹

The Rise of Athlete Equity Ownership

Traditionally, athletes earned their wealth through salaries and endorsements. While lucrative, these opportunities often lacked staying power beyond an athlete’s prime years. Now, the conversation has shifted. High-profile athletes such as LeBron James, Serena Williams, Kevin Durant, and Giannis Antetokounmpo have invested in startups or launched venture funds, proving that equity can rival, and in many cases surpass, traditional revenue streams.²

The growth of NIL rights has accelerated this shift. College athletes now have opportunities to monetize their brand, and the smartest among them are looking beyond short-term cash. By turning endorsement opportunities, introductions, and advisory support into equity stakes, they are setting themselves up for multi-generational wealth.

Athlete Investment Trends Reshaping Sports Finance

1. NIL Expansion and Brand Control

The NCAA’s 2021 decision to allow college athletes to profit from their name, image, and likeness has opened the floodgates. Athletes can now partner with companies, launch personal brands, and convert influence into financial value. The evolution of NIL deals increasingly includes equity participation, not just sponsorship payouts.

2. Venture Capital Meets Sports

The sports economy intersects directly with technology, health, and media startups. Athletes are natural ambassadors and users of these products, making them uniquely positioned to provide more than just capital. Startups, in turn, recognize the value of aligning with athletes, often offering equity as part of compensation.

3. Growing Athlete Networks and Agencies

Kold Sports Group and other agencies that follow suit are going to change what athlete representation looks like. Instead of focusing only on contract negotiations, they connect athletes with equity ownership opportunities that can grow in value over time. When paired with structured capital providers, such as Chisos Capital, athletes now have a path to early funding to get them ‘out of the blocks’ quickly. In addition, these athletes gain access to networks and tools to grow their careers both on and off the field.¹

Building Wealth Through Equity Ownership in Sports

Equity represents participation in the upside of a venture. Unlike one-time endorsement checks, ownership aligns long-term incentives between equity holders (athletes) and companies. For athletes, this means:

• Diversified Income Streams: Reducing reliance on short playing careers.
  
  
• Brand Amplification: Using their platform to grow companies they partially own.
  
  
• Financial Legacy: Building generational wealth through equity appreciation.

For example, LeBron James’ equity stake in Blaze Pizza is now worth more than many of his individual endorsement contracts. Similarly, Serena Williams has built a venture portfolio spanning over 50 companies, from fintech to health tech, amplifying her influence far beyond the tennis court.²

How Chisos and Kold Sports Support Athlete Investors

The partnership between Chisos Capital and Kold Sports Group highlights how new financial ecosystems are supporting this movement.

• Chisos Capital: With more than 100 investments in founders, athletes, and creators, Chisos provides flexible capital that allows athletes to invest in themselves and their futures. Their funding can support training, brand development, and marketing themselves to improve their NIL value.¹
  
  
• Kold Sports Group: Founded by former pro athletes Walter Pitchford and NBA All-Star Nick Van Exel, Kold Sports focuses on unlocking startup equity opportunities for athletes. Their venture network connects players to sponsorships and equity deals that drive long-term wealth.¹

Together, the two organizations provide funding, as well as education, mentorship, and access to networks that ensure athletes are equipped to make informed investment decisions.

Opportunities for Athletes to Grow Through Equity Deals

Athletes exploring equity ownership have several practical pathways:

1. Startup Investments: Direct equity participation in startups aligned with personal brand or industry interest.
   
   
2. Equity-for-Endorsement Deals: Trading promotional efforts for partial ownership instead of cash.
   
   
3. Personal Ventures: Building and funding personal brands, fitness apps, or product lines.
   
   
4. Venture Partnerships: Joining athlete-led venture funds or networks that provide exposure to curated deals.
   

These opportunities are no longer reserved for superstars. With the right partners and structures, college athletes and emerging professionals can also access equity pathways that were once out of reach.

Why Work With Chisos for Athlete Equity Ownership

Navigating this evolving financial landscape requires more than ambition, it requires the right partners. Chisos Capital specializes in supporting individuals at their earliest stages, whether they are founders, creators, or athletes.

For athletes, working with Chisos offers:

• Flexible Funding: Capital tailored to training, business building, or NIL opportunities.
  
  
• Equity Pathways: Access to investment opportunities alongside experienced networks.
  
  
• People-First Approach: A philosophy rooted in backing individuals, not just ideas.

By pairing resources with a long-term vision, Chisos empowers athletes to transform short-lived careers into lasting financial legacies.

Athlete equity ownership is reshaping the playbook for financial success in sports. With the combined support of firms like Chisos Capital and agencies like Kold Sports Group, athletes have new tools to secure wealth beyond the game. For those ready to take control of their financial future, the time to explore equity ownership opportunities is now.

👉 Apply for Funding with Chisos

References

1. “Chisos Capital and Kold Sports Announce Partnership to Expand Athlete Access to Equity Ownership.” EIN Presswire. August 21, 2025.
2. Rovell, Darren. “From Venture Funds to Startups: How Athletes Are Embracing Equity Ownership.” Action Network, 2023.