Following a tense match where Argentina defeated Egypt, Mohamed Salah was asked to pick one player for a final match from the current generation of legends, including Lionel Messi and Cristiano Ronaldo. Without hesitation, he selected Messi. The response carried significant weight, especially given that Cristiano Ronaldo had previously confirmed his final FIFA World Cup, with Portugal subsequently exiting after a Round of 16 loss to Spain. This defeat concluded Ronaldo’s six-tournament World Cup journey. While these athletes have been fierce rivals on the pitch for years, their financial trajectories are now moving in starkly different directions off the field.
The Shift to Equity
Lionel Messi and Cristiano Ronaldo have been aggressively embracing equity stakes in AI, health-tech, and startup ventures, whereas Mohamed Salah has largely favored a traditional mix of commercial partnerships, property holdings, and charitable work. This trend has accelerated over the last decade as venture capital firms and startups increasingly seek celebrity investors who offer more than just capital. A footballer with hundreds of millions of followers provides global reach, trust, and distribution that traditional investors cannot replicate.
Long-term Financial Security
Kamraan Khan, a partner at the Dubai-based Archers Valuation and Advisory, notes that the move from standard sponsorship deals to equity participation reflects an increased focus on long-term wealth creation beyond an athlete's playing days. According to Khan, while sponsorships generate income during the peak years of an athlete’s career, equity investments offer the potential for capital appreciation and future dividend income, which helps in building more sustainable wealth after retirement.
The Play Time Portfolio
Messi’s investment vehicle, Play Time, was initially rumored to be targeting roughly $200 million and has since assembled a portfolio mirroring a Silicon Valley venture fund. According to its website, Play Time’s bets include FieldAI, Fish Audio, World Labs, Perceptron, Intangible, and SuperAnnotate. His sports-focused investments include the FIFA-licensed mobile game Matchday and the memorabilia marketplace AC Momento. Beyond this, Messi holds an equity stake in the fantasy football platform Sorare and joined the ownership group of KRÜ Esports, the organization founded by his former teammate Sergio Agüero. It is important to note that his three-year, $20 million deal as a global ambassador for Socios.com is a standard paid promotional contract rather than an undisclosed equity stake.
Inter Miami Ownership
As part of his landmark 2023 transfer to Inter Miami, Messi received an ownership component alongside his salary and signing bonus, an unprecedented arrangement within Major League Soccer. While reports have speculated on the size of this stake, neither the club nor the league has confirmed the details. Sportico valued Inter Miami at $1.45 billion in February 2026, marking a 22 percent year-on-year increase and the highest valuation in MLS history.
Ronaldo’s Tech and Wellness Bets
Cristiano Ronaldo invested in the wearable fitness tracker and health analytics firm Whoop in May 2024, a deal the company called one of his most significant investments. Ronaldo had already been a long-time user of the tool. Whoop's expansion into the UAE is backed by the Qatar Investment Authority and Mubadala Investment Company. His most concrete investment arrived in February 2026, when he paid $7.5 million for a 10 percent stake in HBL Pro2col Software, a Herbalife subsidiary behind a personalized digital health system. This deepened his partnership with Herbalife, dating back to 2013. A month later, Herbalife acquired the London-based company Bioniq in a deal worth up to $150 million. Ronaldo was an early investor in Bioniq, and its AI-powered technology is now integrated into Pro2col. Furthermore, Ronaldo has reportedly acquired a 5 percent ownership stake in the Saudi Pro League club Al-Nassr, a deal finalized in June 2025 and valued at approximately £50 million ($66.7 million).
The Smart Play
Kamraan Khan explains that whether investing in startups, private businesses, or real estate, independent valuation and robust due diligence are fundamental to understanding both the risks and opportunities before committing capital. As football stars gain greater influence over their wealth management, equity, rather than just sponsorship, is rapidly becoming one of the most strategic moves in professional sports.
