• Loading stock data...
Thursday, July 3, 2025

Why Pro Athletes Are Getting First Look at Start-Up Deals: ‘Shark Tank’ Guest Star

Early-stage start-ups are increasingly giving athletes the opportunity to join funding rounds as they recognize the benefit their brand gets from associating with athletes’ celebrity.

Photo by McKenna Crilley/Front Office Sports

Atlanta Falcons minority owner Rashaun Williams knows about investing.

The venture capitalist, a recurring guest shark on Shark Tank, was an early investor in companies like DraftKings, Robinhood, Coinbase, Lyft, Ring, and Dropbox, and has made more than 170 investments with 50 exits.

So, what’s changed in the years he’s been putting money into early-stage companies? He says pro athletes now get some of the best investment opportunities in the market—before the rest of the field.

“I would argue that there are only two groups of people that get the best access to deals in the United States—I’m talking about tech and consumer products,” Williams said on the first episode of the Front Office Sports series Portfolio Players. “The top 20 VC firms—because all of those founders want money from the guys who backed Spotify, Docusign, Airbnb, and Pinterest… The second group: athletes and entertainers.”

“In the past, [athletes] just didn’t know what to ask. They didn’t know how to vet which opportunity made sense,” Williams said.

Now, early-stage start-ups are more commonly giving access at a funding round to athletes along with VC firms because they’re seeing the benefit for their brand to associate with athletes’ celebrity. 

For example, Philadelphia Eagles running back Saquon Barkley brought more awareness to software company Ramp by announcing his investment days before he starred in the company’s first Super Bowl ad. (Barkley has since also invested in defense tech start-up Anduril.)

VC firms are cozying up to athletes more and more. Joe Burrow and Blake Griffin have worked with Patricof Co. to make investments, and the NIL (name, image, and likeness) revolution in college sports has opened doors for even younger stars to get equity deals. Paige Bueckers and Flau’jae Johnson both got ownership stakes in the Unrivaled women’s basketball league through NIL deals.

“The athletes and entertainers have the second-best access, in my opinion, because they can invest with the top 20 VCs,” Williams said, “but the retail investors are largely getting the markup and the leftovers from the ecosystem.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Dec 29, 2024; Philadelphia, Pennsylvania, USA; Dallas Cowboys quarterback Cooper Rush (10) passes the ball against the Philadelphia Eagles during the first quarter at Lincoln Financial Field.
breaking

California AG Says Daily Fantasy Sports Are Illegal

The AG rejected arguments that DFS are games of skill, not chance.

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”
Jun 9, 2025; Cleveland, Ohio, USA; Cleveland Guardians starting pitcher Luis Ortiz (45) throws a pitch during the first inning against the Cincinnati Reds at Progressive Field.

Guardians Pitcher Luis Ortiz Put on Paid Leave Amid MLB Probe

Reports say the investigation is tied to gambling.
Mike Crapo

Trump Bill’s Tax Hike on Gamblers Was Authored by Sen. Mike Crapo

Crapo’s office did not respond to several messages seeking comment.

Featured Today

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
Seattle Rough & Tumble
June 28, 2025

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.
June 27, 2025

Shitposters Have Taken the Reins of Pro Sports’ Official Voices

Meet the social media pros turning sports teams into internet trolls.
Jun 17, 2025; Sunrise, Florida, USA; Florida Panthers center Sam Reinhart (13) hoists the Stanley Cup after winning game six of the 2025 Stanley Cup Final against the Edmonton Oilers at Amerant Bank Arena
June 26, 2025

Stanley Cup’s International Summer Tour: Rules, Repairs, and Raucousness

No pro trophy tour compares to the NHL’s three-month global victory lap.
Crest Surf Clubs
exclusive

New York Private Surf Club Wants to Raise $45M, Charge $100K

The average membership fee for Crest is $20,000 a year.
May 29, 2025; New York, New York, USA; New York Knicks forward Precious Achiuwa (5) sets a pick against Indiana Pacers guard Bennedict Mathurin (00) for Knicks guard Jalen Brunson (11) during the third quarter of game five of the eastern conference finals during the 2025 NBA Playoffs at Madison Square Garden.
June 26, 2025

Activist Investor Thinks the Knicks Are Trapped Inside MSG Sports

An activist investor wants the Knicks to be spun off or sold.
Stephen Ross
exclusive
June 29, 2025

Dolphins Owner Stephen Ross Nears Deal to Buy Nearly Half of Miami..

Ross is set to own a minority stake in the tennis tournament.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
May 29, 2025; Dublin, Ohio, USA; The TaylorMade club cover of Tommy Fleetwood is seen during the first round of the Memorial Tournament presented by Workday golf tournament.
June 25, 2025

Golf Equipment Maker TaylorMade Caught Up in Fight Over Who Owns It

There is a dispute over which Korean entity controls the company.
Dec 28, 2024; Sunrise, Florida, USA; Montreal Canadiens head coach Martin St-Louis watches from the bench against the Florida Panthers during the third period at Amerant Bank Arena.
June 25, 2025

PE Firm Led by Ex-NHL Star Invests in CCM Hockey

The deal marks CCM’s second private-equity investment within the last year.
Dec 31, 2024; Orlando, FL, USA; South Carolina Gamecocks quarterback LaNorris Sellers (16) before the play call against the Illinois Fighting Illini in the fourth quarter at Camping World Stadium.
June 24, 2025

College QBs Are the Newest VC Investors

Three Division I quarterbacks are investing in a venture fund.
Mar 30, 2025; Austin, TX, USA; The team of Alex Marquez (73) of Spain and BK8 Gresini Racing MotoGP celebrate as he comes in second place in the 2025 Grand Prix of the Americas at Circuit of The Americas.
June 23, 2025

European Watchdog Clears Liberty Media’s $5B MotoGP Buy

Liberty Media now owns both the motorcycle racing league and F1.