These athletes aren’t just playing the game. They’re investing in the next one.
Kevin Durant, Serena Williams, and Aaron Rodgers. Photos: Getty Images
Listen to this ArticleMore info
0:00 / 5:42
Stories about athletes and their investments keep making headlines, especially when those investments pay off — and when they don’t.
More professional athletes are becoming venture capitalists, launching their own businesses, or investing in companies across industries. Tennis legend and 23-time Grand Slam winner Serena Williams, NBA star Kevin Durant, and former NFL MVP Aaron Rodgers are among the well-known athletes building investment portfolios that extend far beyond their playing careers.
Their growing presence in the business world reflects a broader shift: athletes are using their wealth, networks, and personal brands to create opportunities that can last long after retirement.
Serena Williams is evolving from tennis to venture capital
Williams, whose business career has grown alongside her tennis legacy, rebranded her investment firm Serena Ventures as Starfire Ventures. She originally founded the company in 2014.
Refreshed leadership advice from CEO Stephanie Mehta
In a 2022 interview with Vogue, Williams discussed her transition from professional tennis to business.
“Maybe the best word to describe what I’m up to is evolution,” she said. “I’m here to tell you that I’m evolving away from tennis, toward other things that are important to me.”
Her investment portfolio includes companies such as MasterClass, an online education subscription platform that connects students of various skill levels with experts, as well as Tonal, Impossible Foods, and Noom.