How Messi and Ronaldo Are Betting Big on Tech While Salah Takes a Different Path

Football Legends, Diverging Financial Futures

When Mo Salah was asked before Egypt's World Cup clash against Argentina which player he would pick for one final game from the Messi-Ronaldo generation, he answered without a moment's pause — Lionel Messi. The response landed with added significance, given that Cristiano Ronaldo had already announced the tournament would mark his farewell to the FIFA World Cup stage, closing the chapter on a six-tournament international career after Portugal's Round of 16 exit to Spain.

But the more telling divergence between these icons is not happening on the pitch — it is unfolding in boardrooms, startup pitch decks, and health technology labs.

Equity Over Endorsements: A New Playbook for Athlete Wealth

Over the past decade, a meaningful shift has taken shape in how elite athletes approach financial planning. Messi and Ronaldo have both moved deliberately toward equity investments in artificial intelligence, health technology, and early-stage companies. Salah, by contrast, has maintained a more conventional approach centered on commercial sponsorships, property holdings, and charitable initiatives.

This evolution reflects broader changes in how venture capital and startup ecosystems view celebrity involvement. A global footballer commanding hundreds of millions of followers is no longer simply a brand ambassador — they represent distribution, credibility, and reach that even the most well-funded investor cannot easily replicate.

"The shift from traditional sponsorship agreements towards equity stakes and startup investments reflects a broader focus on long-term wealth creation and financial security beyond an athlete's playing career," explains Kamraan Khan, a partner at Dubai-based Archers Valuation and Advisory. "While sponsorships typically generate income during an athlete's peak earning years, equity investments can provide the potential for capital appreciation and future dividend income, helping to build more sustainable wealth after retirement."

Messi's Venture Portfolio: From AI to Esports

Messi's investment vehicle, Play Time, initially targeted roughly $200 million and has since grown into something resembling a bona fide Silicon Valley venture fund. Its portfolio spans companies such as FieldAI, Fish Audio, World Labs, Perceptron, Intangible, and SuperAnnotate — a lineup heavy in artificial intelligence and emerging technology. Sports-adjacent bets include Matchday, a FIFA-licensed mobile game, and AC Momento, a memorabilia marketplace.

Beyond Play Time, Messi holds an equity position in Sorare, the fantasy football platform where users buy and trade officially licensed digital player cards. He also joined the ownership group of KRÜ Esports, the Valorant and Rocket League organization co-founded by his former Argentina teammate Sergio Agüero.

His three-year global ambassador deal with blockchain fan-token platform Socios.com — reportedly worth around $20 million — is a paid promotional arrangement rather than an equity investment.

Messi's MLS Ownership Stake

As part of his landmark 2023 move to Inter Miami, Messi secured an ownership component alongside his salary and signing bonus — a structure unprecedented in Major League Soccer history. The specific size of that stake has not been publicly confirmed by the club or the league. What has been confirmed is Inter Miami's soaring valuation: Sportico placed it at $1.45 billion in February 2026, a 22 percent year-on-year increase and the highest valuation ever recorded in MLS.

Ronaldo's Deep Dive Into Health Technology

Ronaldo has taken a particularly focused approach, channeling his investments into health, wellness, and performance technology — sectors closely aligned with his personal brand.

In May 2024, he became an investor in Whoop, the wearable fitness tracker and health analytics platform. Whoop described the deal as "one of Ronaldo's most significant investments to date," noting that he had already been a paying subscriber for years before taking a financial stake. "Whoop has become one of the most important tools I use to support my long-term health," Ronaldo said. The company's expansion into the UAE has received backing from both the Qatar Investment Authority and Mubadala Investment Company.

Herbalife, Pro2col, and the Bioniq Acquisition

Ronaldo's most concrete tech commitment came in February 2026, when he paid $7.5 million for a 10 percent stake in HBL Pro2col Software, the Herbalife subsidiary behind Pro2col — described as a digital, personalized health and wellness operating system. The investment deepens a relationship with Herbalife that stretches back to 2013.

One month later, Herbalife announced it had agreed to acquire London-based Bioniq in a deal valued at up to $150 million. Ronaldo had already positioned himself as an early investor in the AI-powered personalized supplements company. Bioniq's technology is now set to be integrated into the Pro2col platform. "By combining Bioniq's personalized supplement technology with Pro2col and the power of our global distributor network, we are expanding our ability to deliver personalized wellness at a global scale," Ronaldo said in a joint statement.

A Stake in Al-Nassr

Ronaldo has also reportedly acquired a 5 percent ownership stake in Saudi Pro League club Al-Nassr, a deal said to have been finalized in June 2025 and valued at approximately £50 million (around $66.7 million).

The Bigger Picture: Smart Money in Sport

The moves being made by Messi and Ronaldo point to a broader evolution in how elite athletes think about the years beyond active competition. Sponsorship deals remain valuable, but equity stakes in high-growth companies offer something fundamentally different — the possibility of long-term wealth that compounds well after the final whistle.

"Whether investing in startups, real estate, or private businesses, independent valuation and robust due diligence remain fundamental to understanding both opportunity and risk before committing capital," Khan notes.

For football's most iconic figures, the game being played off the pitch may ultimately prove just as consequential as anything achieved on it. Equity, it seems, is becoming one of sport's smartest long-term strategies.