Beyond the Game: How Retired Athletes Are Making Millions in Business

Introduction

A professional athlete’s career may last only a decade or even just a few years, but financial success can extend far beyond retirement. While some athletes struggle financially after leaving the game, others reinvent themselves as entrepreneurs, investors, and business leaders, turning their athletic success into long-term wealth.

From Michael Jordan’s billion-dollar empire to Shaquille O’Neal’s franchise investments and Serena Williams’ venture capital firm, today’s retired athletes are proving that success doesn’t stop when the game does.

So, what’s their secret? In this article, we’ll explore:

• How former athletes are building multi-million-dollar businesses
•  The industries they’re investing in and why
•  Lessons young athletes can learn to set themselves up for success beyond sports

Let’s dive in.

1. The Shift from Athlete to Business Mogul

Athletes are no longer just competitors on the field, they’re brand builders and entrepreneurs.

Why are so many retired athletes shifting into business?

• Short Careers & Unpredictability – The average pro career lasts 3.3 years (NFL), 4.5 years (NBA), and 5.6 years (MLB). Smart athletes start planning for their post-sports career early.
• Earnings Management – Even athletes earning millions can go broke without a plan. Investing in business provides long-term financial stability.
• Leveraging Personal Brand – Athletes have built-in marketing power that gives them a competitive edge in business.

The key takeaway? The best time to prepare for life after sports is before retirement.

2. Athletes Who Successfully Transitioned to Business

Here’s a look at former athletes who mastered the transition from sports to business moguls.

🏀 Michael Jordan – The Billion-Dollar Brand

Net Worth: $3 billion (Forbes, 2023)

Key Business Ventures:

Ownership Stake in NBA Teams – Sold his majority stake in the Charlotte Hornets for $3 billion.

Jordan Brand (Nike) – Generates $5 billion annually, with Jordan earning 5% royalties.

Investments in Startups & Sports Tech – Backed emerging companies in sports analytics and gaming.

Lesson: Equity is king. Owning part of a business or brand creates massive long-term wealth.

🏀 Shaquille O’Neal – The Franchise King

Investments: Over 400 businesses

Major Ventures:

Owns Big Chicken, Papa John’s, and Krispy Kreme franchises.

Invested early in Google before its IPO.

Brand ambassador for The General Insurance, Icy Hot, and Reebok.

Lesson: Diversification is key; owning franchises and investing in strong brands leads to steady income.

🎾 Serena Williams – Investing in the Future

Founded Serena Ventures, a $111M venture capital firm

Invested in over 60 startups, focusing on women and minority owned businesses.

Owns stakes in UFC and the Miami Dolphins.

Lesson: Use wealth and influence to create impactful investments.

🏈 Tom Brady – The Business Playmaker

Founded TB12 Sports, a performance and wellness brand.

Co-founder of Autograph, an NFT company valued at over $700 million.

Launched Brady Brand (clothing line).

Lesson: Athletes should capitalize on their personal brand by launching businesses that align with their lifestyle.

3. The Top Industries Retired Athletes Are Dominating

Franchise Ownership & Real Estate

Many retired athletes invest in fast-food chains, fitness centers, and commercial real estate to generate passive income.

Examples:

Magic Johnson – Starbucks & movie theaters

LeBron James – Blaze Pizza

Venus Williams – Five Guys franchises

Why? Franchises provide consistent revenue without requiring daily involvement.

Investing in Startups & Venture Capital

Athletes are turning into tech and startup investors to multiply their wealth.

Examples:

Kevin Durant’s Thirty Five Ventures invests in fintech and sports tech startups.

Carmelo Anthony launched Melo7 Tech Partners, backing esports and digital companies.

Why? Early investments in high-growth companies yield massive returns if chosen wisely.

Media & Entertainment

Athletes with big personalities are launching production companies, podcasts, and sports networks.

Examples:

LeBron James – SpringHill Company (produced Space Jam 2 and sports documentaries).

Peyton Manning – Hosts ManningCast and owns Omaha Productions.

 Why? Athletes with strong followings can monetize content well beyond their playing days.

Health, Fitness & Lifestyle Brands

From supplements to fitness programs, athletes are launching wellness brands.

Examples:

The Rock – ZOA Energy drinks & Teremana Tequila

Maria Sharapova – Sugarpova (healthy snack brand)

Why? These businesses align with their athletic background and audience.

4. The Playbook for Athletes Transitioning to Business

Step 1: Start Early

Athletes should begin planning for business ventures before retiring.

Example: LeBron James started investing in Blaze Pizza in his mid-20s, now worth $200M.

Step 2: Build the Right Team

Successful athletes surround themselves with financial experts, advisors, and business mentors.

Example: Michael Jordan’s empire was built with strong legal and business teams managing deals.

Step 3: Own Equity, Don’t Just Endorse

Instead of one-time endorsement deals, athletes should ask for ownership stakes in companies.

Example: Shaq took equity in Ring (doorbell company) instead of a paycheck—Amazon later bought it for $1 billion.

Step 4: Diversify Investments

From franchises and tech startups to real estate and media, smart athletes don’t put all their money in one industry.

Example: Serena Williams invests in sports, tech, and entertainment ventures for long-term security.

Step 5: Protect Wealth & Plan for Taxes

Athletes should work with financial planners to ensure they:

• Structure investments wisely for tax efficiency.
• Avoid risky business deals that drain wealth.
• Plan for long-term wealth preservation.

Conclusion: The Game Never Ends—It Just Changes

Final Thoughts:  Retirement doesn’t mean the end of success—it’s the start of a new kind of game.

The most successful former athletes use their influence, financial resources, and competitive mindset to thrive in business, investing, and entrepreneurship.

The question is: Are today’s athletes prepared to make the transition?

Looking to secure your financial future beyond sports? Let’s talk about building a winning strategy for wealth that lasts beyond your playing days.