Messi, Ronaldo Build Tech Portfolios as Salah Sticks to Property and Endorsements in 2026
Updated
Updated · WIRED · Jul 8
Messi, Ronaldo Build Tech Portfolios as Salah Sticks to Property and Endorsements in 2026
1 articles · Updated · WIRED · Jul 8
Summary
Messi and Ronaldo are leaning harder into post-career investing during the 2026 World Cup, while Salah remains focused on conventional holdings such as commercial companies, real estate and sponsorships.
Messi’s 2022 firm Play Time HoldCo was initially reported to target about $200 million and now holds AI, media and sports bets; his Inter Miami deal also included an ownership component as the club reached a $1.45 billion valuation.
Ronaldo has concentrated on health technology, paying $7.5 million in February 2026 for a 10% stake in Herbalife’s Pro2col unit after investing in Whoop in 2024.
That strategy widened when Herbalife agreed in March 2026 to buy Bioniq for up to $150 million; Ronaldo was already an early investor and has also reportedly secured a 5% Al-Nassr stake valued near $66.7 million.
The split reflects a broader shift among elite athletes from one-off endorsements toward equity stakes that can outlast playing careers, though Salah’s portfolio shows some stars still prefer lower-profile, traditional assets.
Beyond personal wealth, how are superstars like Messi and Ronaldo reshaping the venture capital landscape?
As superstars chase tech equity, is Mohamed Salah's traditional investment strategy the smarter long-term play?
Are athletes' high-risk tech ventures a financial masterstroke or just a bubble waiting to burst?
Athlete Billionaires 2026: Messi, Ronaldo, and the New Playbook for Sports Wealth
Overview
As of July 2026, athlete wealth has reached new heights, with Lionel Messi and Cristiano Ronaldo becoming football’s first billionaire players. This marks a shift where elite athletes not only earn huge salaries and endorsements but also grow their fortunes through smart business ventures. Forbes tracks both on-field earnings, like salaries and bonuses, and off-field income, such as endorsements and business profits. Club sponsors often help fund top players’ contracts, further boosting their wealth. This new era shows how leading athletes are moving beyond traditional income, using strategic investments to secure their financial futures and reshape the business of sports.