The Smart Play: How Athletes Can Build Generational Wealth

Introduction

A professional athlete’s career is intense, high-profile, and often short-lived. While the earning potential can be massive, what happens when the final whistle blows? The real win for any athlete is securing a legacy that extends far beyond the field; one that supports not only their own future, but also the future of their family.

That’s where generational wealth comes in.

In this article, we’ll explore:

• What generational wealth means
• Why athletes are uniquely positioned to build it
• The strategic moves athletes can make today to secure financial security for decades to come

1. What is Generational Wealth?

Generational wealth is the financial foundation passed from one generation to the next. It includes:

• Assets like real estate, investments, and businesses
• Access to education, capital, and networks
• A solid financial mindset and literacy

For athletes, generational wealth means using today’s high earnings to create long-term, sustainable wealth that supports future family members and causes they care about.

2. Why Athletes Are in a Unique Position to Build It

Athletes have a rare advantage:

• High earning potential early in life
• Strong personal brands and media reach
• Access to exclusive investment opportunities
• Built-in trust and influence within their community

But with that comes the challenge: a short career window and the risk of losing it all without proper planning.

Building generational wealth requires intentionality, discipline, and long-term vision.

3. The Most Common Roadblocks to Building Generational Wealth

Before diving into strategies, it’s important to understand what often gets in the way:

🚧 Short-Term Mindset

Many athletes focus on today’s lifestyle instead of tomorrow’s legacy.

🚧 Overspending & Lifestyle Inflation

Big contracts often lead to big spending on luxury cars, homes, and entourage expenses that don’t appreciate in value.

🚧 Poor Financial Advice

Some athletes trust the wrong people or lack a qualified financial team.

🚧 No Succession or Estate Planning

Without a clear estate plan, wealth can be lost to taxes or legal disputes.

4. The 6 Smart Plays to Build Generational Wealth

Let’s break down the core strategies athletes should use to create long-lasting financial security:

Play #1: Create a Solid Financial Foundation

Before you grow wealth, protect it.

Start with:

• A budget that accounts for taxes, expenses, savings, and lifestyle
• An emergency fund covering 12 months of expenses
• Insurance: health, disability, liability, and life
• Debt management: eliminate high-interest debt quickly

These steps ensure that your house is in order before scaling up.

Play #2: Maximize Investment Opportunities

Once the basics are covered, it’s time to invest. Long-term, diversified investing is the core of generational wealth.

• Stock Market: Index funds, ETFs, and dividend stocks for compounding growth
• Real Estate: Rental properties, multifamily units, and commercial real estate offer long-term appreciation and income
• Private Equity: Investments in startups or funds can yield big returns if done wisely
• Retirement Accounts: Maximize contributions to 401(k)s, IRAs, and SEP IRAs for long-term tax-advantaged growth

Pro Tip: Work with an advisor to create a custom investment strategy based on your risk tolerance and goals.

Play #3: Build or Invest in Businesses

Athletes don’t have to just endorse brands, they can own them.

• Launch your own business: fitness brands, training academies, media platforms, or merchandise lines
• Buy into franchises: food chains, gyms, wellness centers
• Invest in startups or become a silent partner in promising ventures

Owning equity in growing businesses is one of the fastest ways to build scalable wealth.

Play #4: Leverage Your Brand While You Can

Your name has power, especially during your career. Use it strategically:

• Negotiate equity instead of just flat fees in endorsement deals
• Collaborate with brands that align with your values and vision
• Build a loyal following online and offline that stays with you after retirement

Think of your brand as an asset that needs nurturing and monetization.

Play #5: Plan for the Next Generation

Generational wealth doesn’t just mean money, it’s about structure and mindset.

• Create a will and trust to ensure assets are distributed according to your wishes
• Designate beneficiaries and establish guardianship plans if you have children
• Start a 529 college savings plan or family trust for educational expenses
• Teach your children financial literacy early, mindset is as important as money

Pro Tip: Work with an estate attorney and wealth planner to protect your legacy from unnecessary taxes and disputes.

Play #6: Surround Yourself With the Right Team

No athlete builds wealth alone. Your team should include:

• A Financial Planner/ Investment Advisor
• A Certified Public Accountant (CPA)
• An Estate Planning Attorney
• A Business Manager
• Mentors who’ve walked the path before you

Vet your team thoroughly. Ask for credentials, past experience with athletes, and references. The wrong team can cost you millions.

5. Examples of Athletes Who Did It Right

🏀 LeBron James

• Built a $1B empire while still playing
• Investments in Blaze Pizza, SpringHill Company, and Liverpool FC
• Focus on education, generational wealth, and brand ownership

🏈 Russell Wilson

• Real estate portfolio, fashion ventures, and tech startup investments
• Prioritizes faith, family, and philanthropy

🎾 Serena Williams

• Founder of Serena Ventures, a VC fund supporting minority-led startups
• Has invested in 60+ companies with long-term potential

These athletes show that with the right game plan, wealth doesn’t stop at retirement, it starts there.

Conclusion: Play the Long Game

It’s easy to focus on the now with big contracts, endorsement deals, and public recognition. But true success for athletes lies in what you do with those earnings and how you leverage your platform to build something that lasts. Generational wealth is a mindset as much as it is a strategy. It’s about planting seeds now so your family can benefit for decades to come.

Ready to start building your legacy?

Let’s talk about creating a financial plan that helps you win not just today, but for generations.