There’s a quiet revolution happening in sport but it’s not on the field.
It’s in the boardroom.
Today’s elite athletes are building communities, launching companies, investing in startups, and mentoring the next generation. The traditional path of playing, endorsing, and retiring is being replaced with something far more powerful:
Play. Build. Lead. Give.
Athletes have always had influence but now they’re learning how to own and scale it. And they’re doing it through something we haven’t seen at this level before: community-based infrastructure.
In the past 24 months, over 17 new companies have entered the “athlete community” space. They range from:
Networking hubs
Educational academies (focused on business, media, finance)
Founder collectives (connecting athletes with startup capital and deal flow)
Venture platforms (helping athletes build or back their own businesses)
It’s no longer about just "helping athletes after retirement." It’s about empowering them during their prime to build real businesses, make impact, and take control of their brand.
There are 3 big drivers:
Athletes have more money than ever before.
With multi-million dollar contracts, brand deals, and NIL (Name, Image, Likeness) exploding they’re sitting on capital looking for meaning and return.
Athletes are creators. Their reach rivals (and often outpaces) media companies. Their content drives engagement. And brands want in.
A new mindset is emerging. Today’s athletes don’t just want to play they want to build something real. Whether it’s a merch brand, a gym franchise, a podcast, or a tech startup they’re asking:
"How do I take this platform and turn it into purpose?"
Steph isn’t just a superstar he’s a case study in modern athlete entrepreneurship.
Investing in Startups: Through his fund SC30, he’s backed companies like Tonal, Oxigen Water, and Guild Education.
Building Ventures: He co-founded Unanimous Media, a production company amplifying diverse voices in film and TV.
Giving Back: His Eat. Learn. Play. Foundation is tackling childhood hunger and education.
He’s a CEO in sneakers.
And more athletes are following the same path from LeBron James to Naomi Osaka, Shaquille O’Neal to Israel Adesanya.
Athlete-driven communities are now essential infrastructure. They provide:
Education (brand building, investing, content strategy)
Access (to deals, mentors, and decision-makers)
Support (financial literacy, mental health, life after sport)
Impact (opportunities to give back and build legacy)
It’s not just about athletes helping athletes it’s about creating a new economy around them.
One of the most notable examples is the Pro Athlete Community, which just raised a $7 million Series A from GSV Ventures. It’s a platform that connects athletes to curated educational experiences, investment deals, and elite mentorship.
This isn’t a trend. It’s a transformation.
If you’re an athlete, this is your moment:
Build your brand. Share your voice. Start your business. Get in the room with other builders and thinkers.
If you’re a founder, this is your leverage point:
Athletes bring distribution, attention, and narrative. Collaborating with them brings not just capital but culture.
If you’re an investor, this is your edge:
Athletes are increasingly entering venture capital not just as LPs but as partners, co-founders, and deal scouts.
Expect to see:
Athlete-led brands replacing influencer partnerships
Startup studios run by athletes and their teams
Creator/investor hybrids emerging as the new normal
Education-as-infrastructure become the baseline for any athlete brand or platform
We're entering the golden era of the Athlete-Entrepreneur and community is the core currency.
Athletes are no longer just the face of the brand they are the brand.
And the smartest thing any athlete can do right now?
Surround themselves with people who know how to build, grow, and own.
The future isn’t waiting for you to retire.
The future is being built right now and the locker room is the new launchpad.
If you’re an athlete, founder, or brand looking to build your community or platform we’d love to help.
Visit @brandballerz or @unitethedream to get started.