Messi and Ronaldo Are Building Tech Portfolios. Mo Salah Is Playing a Different Game

Lionel Messi and Cristiano Ronaldo have quietly built venture portfolios that increasingly resemble technology-focused investment vehicles, while Mohamed Salah has largely favoured traditional commercial partnerships, property holdings and philanthropy. Messi’s Play Time HoldCo — launched in October 2022 with entrepreneur Razmig Hovaghimian — has assembled stakes across AI, robotics, synthetic media and gaming, and his on-field form at the 2026 FIFA World Cup (tied near the top of the Golden Boot race with seven goals) has been mirrored by an off-field push into startups. Ronaldo has concentrated on health tech, most recently paying $7.5 million for a 10% stake in HBL Pro2col Software in February 2026 and deepening ties with Herbalife; Salah’s public filings show business interests concentrated in commercial holding companies and real estate, with endorsement deals including Adidas, Pepsi and Vodafone Egypt.

"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, partner and built environment lead at Archers Valuation 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."

From sponsorship fees to equity stakes

Messi’s Play Time HoldCo — reportedly initially targeting roughly $200 million — has invested in companies such as FieldAI, Fish Audio, World Labs, Perceptron, Intangible and SuperAnnotate, as well as sports-specific bets including the FIFA-licensed mobile game Matchday and memorabilia marketplace AC Momento. Outside Play Time, Messi holds equity in Sorare, the fantasy football platform for licensed digital player cards, and joined the ownership group of KRÜ Esports, the Valorant and Rocket League organisation founded by Sergio Agüero. His three-year, reportedly $20 million ambassadorship with blockchain fan-token platform Socios.com is a paid promotional contract rather than an equity stake.

Ronaldo’s investments align with his long-standing fitness brand. He became an investor in Whoop, the wearable fitness tracker and analytics company, in May 2024 — a move the company characterised as "one of Ronaldo’s most significant investments to date" — and said, "Whoop has become one of the most important tools I use to support my long-term health." In February 2026 he invested $7.5 million for 10% of HBL Pro2col Software, the Herbalife subsidiary behind the Pro2col wellness platform; Herbalife then agreed to acquire London-based Bioniq for up to $150 million a month later, integrating Bioniq’s AI-powered personalised supplement technology into Pro2col.

Salah’s conservative approach

Mohamed Salah has favoured a different path. Public UK corporate filings show his portfolio is concentrated in commercial holding companies and real estate rather than disclosed tech startup investments. His highest-profile income streams remain endorsement deals with Adidas, Pepsi and Vodafone Egypt, complemented by philanthropic work through the Mohamed Salah Charitable Foundation. The forward’s choices reflect a more traditional route for athletes converting sporting success into post-career stability.

Outlook

As elite footballers prepare for life after the pitch, equity ownership is emerging as a strategic tool to capture long-term value. Messi’s Play Time looks and behaves like a technology venture fund, while Ronaldo’s targeted health-tech bets mirror his fitness-first image. Salah’s conservative portfolio underscores that there is no single blueprint: athletes can choose between tech-focused diversification, sector-aligned strategic bets, or steady returns from endorsements, real estate and philanthropy. With Inter Miami valued at $1.45 billion in February 2026 — and reports of Messi receiving an ownership component as part of his move there — sports stars’ financial footprints are set to influence both the startup ecosystem and traditional business sectors across the region and beyond.