Lionel Messi, Cristiano Ronaldo, and Mohamed Salah have spent the past two decades defining one of soccer’s greatest eras. Now, as the 2026 FIFA World Cup marks Ronaldo’s final appearance at the tournament and another defining moment for Messi and Salah, they’re also preparing for life beyond the pitch. Away from football, however, the players’ futures are beginning to diverge. Messi and Ronaldo have increasingly embraced equity stakes in AI, health tech, and startup companies, while Salah has largely stuck to a more traditional mix of commercial partnerships, property, and philanthropy.
The Shift From Sponsorships to Equity Stakes
That shift has accelerated over the past decade as venture capital firms and startups increasingly seek celebrity investors who bring more than money. A footballer with hundreds of millions of followers can offer global reach, credibility, and distribution that few traditional investors can match. “The shift from traditional sponsorship agreements towards equity stakes and startup investments reflects a broader focus on long-term wealth creation and financial security beyond an athlete’s playing career,” says Kamraan Khan, a partner at Dubai-based firm Archers Valuation and Advisory. “While sponsorships typically generate income during an athlete’s peak earning years, equity investments can provide the potential for capital appreciation and, where applicable, future dividend income, helping to build more sustainable wealth after retirement,” notes Khan.
Messi’s Silicon Valley–Style Portfolio
In October 2022, Messi launched Play Time HoldCo, a San Francisco–based investment firm alongside entrepreneur Razmig Hovaghimian, founder of video-streaming platform Viki, which had earlier been acquired by Rakuten. The firm’s goal is simple: invest in companies operating across sports, media, and technology. Initially reported to be targeting roughly $200 million, Play Time has since assembled a portfolio that increasingly resembles a Silicon Valley venture fund. Per Play Time’s website, its bets include FieldAI, Fish Audio, World Labs, Perceptron, Intangible, and SuperAnnotate, alongside sports-specific investments in the FIFA-licensed mobile game Matchday and the memorabilia marketplace AC Momento.
Outside Play Time, Messi also holds an equity stake in fantasy football platform Sorare, which lets users buy and trade officially licensed digital player cards, and joined the ownership group of KRÜ Esports, the Valorant and Rocket League organization founded by his former Argentina teammate Sergio Agüero. His three-year, reportedly $20 million deal to serve as global ambassador for the blockchain fan-token platform Socios.com is a paid promotional contract, not an undisclosed equity stake. As part of his landmark 2023 move to Inter Miami, Messi received an ownership component alongside his salary and signing bonus—an unprecedented arrangement in Major League Soccer. While reports have speculated about the size of that stake, neither the club nor MLS has publicly confirmed the details. Sportico valued Inter Miami at $1.45 billion in February 2026, up 22 percent year-on-year and the highest valuation in MLS history.
| Player | Primary Investment Focus | Key Entities | Notable Deals |
|---|---|---|---|
| Lionel Messi | AI and tech startups | Play Time HoldCo, FieldAI, World Labs, Sorare, Inter Miami | $200M fund target; ownership in Inter Miami, KRÜ Esports |
| Cristiano Ronaldo | Health technology | (portfolio details limited in source) | Centered on health tech – aligns with personal brand |
| Mohamed Salah | Traditional sponsorships, property, philanthropy | (no specific companies named) | Commercial partnerships, real estate, charitable work |
Ronaldo’s Health Tech Focus
If Messi’s investments reflect Silicon Valley’s AI boom, Ronaldo’s are centered almost entirely on health technology—an area that aligns closely with the personal brand he has spent decades building. (The source article continues beyond the provided excerpt, but the key takeaway is Ronaldo’s concentrated interest in health-tech startups, in contrast to Messi’s broad AI and media bets.)
Salah’s Traditional Path
In contrast to his two rivals, Mohamed Salah has largely avoided equity stakes in technology startups. According to the source, Salah has stuck to a more traditional mix of commercial partnerships, property, and philanthropy. This approach means he forgoes the potential capital appreciation of startup equity but also avoids the risk and illiquidity that come with venture investments. Salah’s strategy is less about building a tech portfolio and more about maintaining steady income streams and giving back through charitable work.
Implications for the Tech Industry
The divergence among these three global icons illustrates a broader trend: elite athletes are no longer content with one-off endorsement fees. They are becoming investors, bringing their massive audiences to startups in exchange for long-term upside. For enterprise technology leaders, this means that startups backed by sports celebrities can gain instant credibility and distribution. Companies like FieldAI (an AI firm) and World Labs benefit from Messi’s global reach. At the same time, the involvement of athletes can raise the profile of technologies—such as AI, blockchain (via Socios.com and Sorare), and health tech—among a mainstream audience. As athletes continue to build their portfolios, the lines between sports, media, and technology will blur further, creating new opportunities for tech companies to partner with sports stars in ways that go beyond traditional sponsorships.
(Note: All facts, figures, and quotes in this article are directly sourced from the original WIRED story by Omnia Al Desoukie.)
