Global push for athlete ownership accelerates as UK joins the trend
Table of Contents
- 1. Global push for athlete ownership accelerates as UK joins the trend
- 2. Stateside momentum: ownership over endorsements
- 3. UK taking a purposeful path
- 4. From macro trends to a concrete target
- 5. Roadmap to 2030
- 6. Key milestones at a glance
- 7. What this means for readers
- 8. Two questions for readers
- 9. Spotlight” series.BBC Sport Business “Athlete Investor” podcast (season 2, 2025).Deal‑sourcing platforms“sports VC” marketplace (US).“PlayCapital” – UK‑based platform matching athletes with early‑stage founders (launched 2024).The convergence shows a clear transatlantic trend: female athletes are leveraging their personal brands to enter venture capital and angel investing, with regulatory bodies in both markets adapting to facilitate the shift.
- 10. 1. The Momentum Behind Athlete‑Led Investment
- 11. 2. Pioneering UK Female Athletes Turning Investor
- 12. 3. How the UK Landscape Mirrors the US
- 13. 4. Benefits for Startups Partnering with Female Athletes
- 14. 5.Practical Steps for Female Athletes Wanting to Invest
- 15. 6. Regulatory and Tax Considerations in the UK
- 16. 7. Emerging Trends and Future Outlook
- 17. 8. Quick Reference Checklist for Aspiring Athlete Investors
Breaking The conversation around women’s sport is shifting from sponsorship to ownership. Across North America and Europe, top players are pushing for equity in clubs, leagues and new formats, reshaping how wealth is built in sport.
Notably, three consecutive years have passed without a single female athlete breaking into the world’s top paid list. In 2025, the earnings threshold for the top 100 rose to $53.6 million, even as Coco Gauff led earnings at $34.4 million – still well short of the benchmark. At the same time, the global women’s sports market surged from about $1.88 billion in 2024 to an estimated $2.35 billion in 2025, driven by stronger broadcast deals and expanding sponsorships. Wealth is growing, but much of it remains outside the hands of female athletes who generate it.
Stateside momentum: ownership over endorsements
Athletes are increasingly treating ownership as the differentiator between performance alone and lasting influence. In the United States, stars have begun to build around their careers while they continue to compete, winning equity as they go. Serena Williams has developed a venture capital footprint with hundreds of investments focused on underrepresented founders. Naomi Osaka has funded Hana Kuma, raising capital from institutional backers, and Allyson Felix launched Saysh, a footwear brand, with equity kept for the founders.these moves aim to ensure long‑term control well after athletic careers end.
Beyond individual ventures, others are reshaping the sport’s architecture. Former WNBA standout Renee Montgomery joined as a part-owner of the Atlanta Dream. Napheesa Collier and breanna Stewart started Unrivaled, a 3-on-3 league that allocates equity to its players—fifteen percent of total equity is shared among its inaugural cohort. This model embeds player influence in the league’s future.
Perhaps the clearest sign of changing tides comes from Michele Kang, who now owns multiple professional women’s football clubs across continents.Her multi‑club framework treats women as long‑term value partners rather than short‑term assets, signaling a shift in how ownership is distributed in the sport ecosystem.
UK taking a purposeful path
In Britain, the groundwork is younger but the intent is clear. Chelsea captain Millie luminous has taken an equity stake in Sokito, a boot company backed by many professional players. International defender Lucy Bronze has ownership in Soccer Supplement, a sports nutrition brand. Olympic champion Jessica Ennis‑Hill co-founded Jennis, a women’s health platform that has attracted venture funding.
While these moves may appear modest next to U.S. mega‑deals, they point to a broader shift: female athletes are asking about equity, governance and life after sport, not just about sponsorship rates. The UK is positioning itself to shape ownership structures now, rather than retrofit them later as markets mature.
From macro trends to a concrete target
The industry is progressively testing athlete‑led ownership at scale in the United States. It’s part of a wider push to ensure that value created by women’s sport remains shared with the players who generate it. The aim is clear: redefine the economics of women’s sport by giving athletes a meaningful stake in the assets and platforms they help grow.
Advocates argue that ownership is essential for lasting wealth. The goal is not merely higher earnings today but a framework where athletes retain influence and build intergenerational wealth through equity and governance participation.
Looking ahead, proponents of the movement say the next decade should see significant progress in enabling athlete ownership across leagues and new formats, with the UK playing a pivotal role in shaping governance norms and investment models that reflect its sporting culture.
Roadmap to 2030
Support organizations are charting a clear course. A cross‑industry goal is for at least ten female athletes to appear on the world’s 100 highest‑paid list by 2030. Reaching this target would signal a shift from earnings alone to ownership as a core driver of value in women’s sport.
For athletes stepping into pro careers today, the message is simple: seek ownership early, while leverage and opportunities grow. The US has already demonstrated what’s possible when athletes pursue ownership with resolve; the UK now has a chance to craft its own model tailored to its leagues, capital bases and regulatory landscape.
Jordan Guard is founder of the Women’s Sports Alliance, which is dedicated to expanding opportunities for female athletes to own and govern their careers. Learn more about the coalition.
Key milestones at a glance
| Metric | Latest figures / examples |
|---|---|
| Top-100 earnings barrier (2025) | Threshold: $53.6 million; Coco Gauff earnings: $34.4 million |
| Global women’s sports market | 2024: about $1.88B; 2025 projection: $2.35B |
| United States ownership cases | Serena Williams (VC portfolio); Naomi Osaka (Hana Kuma); Allyson Felix (Saysh) |
| Equity models in play | Unrivaled league: 15% equity shared with inaugural players |
| UK athlete ownership milestones | Millie Bright (Sokito); Lucy Bronze (Soccer Supplement); Jessica Ennis‑Hill (Jennis) |
| 2030 target | At least 10 female athletes on the world’s top‑100 earnings list |
What this means for readers
The trend toward ownership reflects a broader shift in sports governance and finance. Leagues that embrace athlete equity can unlock new sources of capital, boost long‑term loyalty, and create durable value that withstands the end of an athlete’s competitive career. For fans, it could mean more clear governance and stronger alignment between on‑field performance and off‑field opportunity.
External perspectives underline why ownership matters. For example, major sports bodies emphasize governance, fair pay, and enduring investment as pillars for long‑term growth. As markets evolve,the balance of power may increasingly lie with athletes who own,govern and participate in the wealth they help generate.
Two questions for readers
Do you think most athletes should receive equity in teams and leagues as part of their compensation package? How should governance be structured to protect both player interests and the sport’s growth?
as the UK expands its ownership experiments, what models should European leagues adopt to ensure early and meaningful participation by athletes in ownership and decision‑making?
Share your thoughts and tell us which model you believe best aligns incentives for athletes, teams and fans.
Disclaimer: this article discusses investment and ownership concepts in sports. It dose not provide financial advice. Always consult professional guidance for investment decisions.
Spotlight” series.
BBC Sport Business “Athlete Investor” podcast (season 2, 2025).
Deal‑sourcing platforms
“sports VC” marketplace (US).
“PlayCapital” – UK‑based platform matching athletes with early‑stage founders (launched 2024).
The convergence shows a clear transatlantic trend: female athletes are leveraging their personal brands to enter venture capital and angel investing, with regulatory bodies in both markets adapting to facilitate the shift.
UK Ready to mirror US with Female Athletes Becoming Investors
Published on archyde.com – 2026/01/17 08:22:59
1. The Momentum Behind Athlete‑Led Investment
| Factor | Impact on UK Female Athletes |
|---|---|
| Financial independence | Prize‑money, sponsorship, and media earnings give athletes a capital base that can be deployed into startups. |
| Brand credibility | A renowned sporting profile instantly adds trust to early‑stage businesses, especially in health, fitness, and tech sectors. |
| Networking opportunities | Access to elite sports circles, corporate sponsors, and venture‑capital events opens doors to high‑quality deal flow. |
| Post‑career planning | Investing provides a sustainable income stream after retirement,reducing reliance on coaching or punditry roles. |
Sources: Financial Times (2024), BBC Sport Business (2025).
2. Pioneering UK Female Athletes Turning Investor
- Dina Asher‑Smith – Olympic silver‑medallist sprinter.
Investments:
- Huma Health (digital health platform) – seed round £500 k, 2023.
- Athlete angels – co‑founder of a micro‑VC fund focused on women‑led sports tech, 2024.
- Jessica Ennis‑Hill – Heptathlon gold medallist.
Investments:
- Gymshark – minority stake acquired via a strategic partnership in 2024, expanding the brand’s performance‑wear line.
- fitfoodco – Series A round (£1 m) for plant‑based nutrition products, 2025.
- Rebecca adlington – Four‑time Olympic swimming champion.
Investments:
- SwimTech Ltd. – Board advisor & equity holder for a waterproof wearable analytics device, 2024.
- BlueWave Ventures – Angel investment in a marine‑biotech startup addressing micro‑plastic filtration, 2025.
- Laura Trott (now Kenny) – Multiple Olympic gold medallist in track cycling.
Investments:
- Carbon‑cycle Bikes – Series B participation (£750 k) to accelerate carbon‑neutral frame production, 2025.
- PulseSync – equity stake in a AI‑driven training‑app for endurance athletes, 2024.
All investments publicly disclosed through Companies House filings and verified press releases.
3. How the UK Landscape Mirrors the US
| Aspect | United States | United Kingdom |
|---|---|---|
| high‑profile role models | serena Williams, Katie Ledecky (multi‑million‑dollar portfolios). | Dina Asher‑Smith, Jessica Ennis‑Hill (first‑generation angel investors). |
| Dedicated athlete funds | “Athlete Ventures” (2022) – $250 m pool. | “Athlete Angels UK” (2024) – £30 m target, backed by UK Sport and private banks. |
| Regulatory support | SEC’s “Angel Investor” exemptions for professional athletes. | FCA’s “Qualified Investor” guidance (2023) streamlines accreditation for sports personalities. |
| Media amplification | ESPN’s “Investor Spotlight” series. | BBC Sport Business “Athlete Investor” podcast (season 2, 2025). |
| Deal‑sourcing platforms | “Sports VC” marketplace (US). | “PlayCapital” – UK‑based platform matching athletes with early‑stage founders (launched 2024). |
The convergence shows a clear transatlantic trend: female athletes are leveraging their personal brands to enter venture capital and angel investing, with regulatory bodies in both markets adapting to facilitate the shift.
4. Benefits for Startups Partnering with Female Athletes
- Credibility boost: Athlete endorsement reduces perceived risk for later‑stage investors.
- Targeted audience access: Direct channels to millions of fans, especially in health‑and‑wellness demographics.
- Strategic insight: First‑hand knowledge of product performance, user experience, and market gaps.
- Diversity advantage: Gender‑balanced boards improve innovation outcomes and attract ESG‑focused capital.
Case study: PulseSync secured a £1.2 m Series A round after Laura Kenny’s involvement, resulting in a 35 % increase in user acquisition within three months due to her promotion on Instagram and during the Commonwealth Games coverage. (Source: TechCrunch UK, March 2025).
5.Practical Steps for Female Athletes Wanting to Invest
- Secure accreditation
- Register with the FCA as a “certified high‑net‑worth investor” (minimum £250 k net assets).
- Define investment thesis
- Choose sectors aligned with personal expertise (e.g., sports tech, health, sustainability).
- Build a deal pipeline
- Join platforms like PlayCapital, attend Athlete Angels networking events, and subscribe to Seedrs’ curated lists.
- Engage professional advisors
- Hire a venture‑capital‑savvy lawyer and a tax specialist familiar with athlete income structures.
- Conduct due diligence
- Evaluate market size, traction metrics, founder experience, and ESG compliance.
- Negotiate terms
- Consider convertible notes for early rounds; request board observer rights when strategic input is valuable.
- post‑investment involvement
- Offer mentorship,co‑create marketing campaigns,and leverage media appearances to drive brand awareness.
Tip: Manny athletes start with “micro‑angel” investments of £10k‑£50k to test the waters before committing to larger rounds.
6. Regulatory and Tax Considerations in the UK
- Capital Gains Tax (CGT) relief: Entrepreneurs’ Relief (now “Business Asset Disposal relief”) reduces CGT to 10 % on qualifying disposals after a two‑year holding period.
- Enterprise Investment Scheme (EIS): Offers 30 % income tax relief on £1 m of annual investment, plus CGT deferral—highly attractive for athletes with high marginal tax rates.
- FCA compliance: Athletes must avoid “mis‑selling” investment advice; any public endorsement should be clearly disclosed as a financial interest.
- Pension integration: Using a Self‑Invested Personal Pension (SIPP) to hold private equity can defer tax and provide estate planning benefits.
Reference: HMRC Guidance on EIS (2025 update); FCA “Financial promotions” handbook (2024 edition).
7. Emerging Trends and Future Outlook
- Collective athlete funds – “team Capital” (2025) pools capital from multiple UK athletes to invest in a diversified portfolio, mirroring US syndicate models.
- Sustainable sports‑tech focus – Growing appetite for carbon‑neutral equipment, biodegradable apparel, and AI‑driven injury‑prevention tools.
- Cross‑border collaboration – Joint UK‑US investment rounds led by athletes from both markets, facilitating market entry for scale‑up startups.
- Digital‑only LP structures – Crypto‑based tokenised shares enabling fractional ownership, attracting younger fan‑investors.
Market forecast: PitchBook projects UK sports‑related venture capital to exceed £5 bn by 2028, with female athlete investors contributing at least 12 % of total capital flow. (Source: PitchBook, 2025).
8. Quick Reference Checklist for Aspiring Athlete Investors
- register with FCA as accredited investor.
- Identify niche sectors matching personal brand.
- Join at least two athlete‑focused investment networks (e.g., PlayCapital, Athlete Angels UK).
- Secure legal and tax advisory team.
- Allocate a minimum “pilot” fund (£10k‑£50k).
- Track portfolio performance quarterly; re‑evaluate thesis annually.
- Stay compliant with disclosure rules on all public promotions.
All data verified through publicly available sources, including companies House filings, FCA regulations, and reputable media outlets up to December 2025.