“Hundreds of celebrities will buy sports teams in the coming years”

The list of players, former athletes and celebrities investing in soccer clubs is far longer than it may appear.

On Thursday, Argentine star Lionel Messi officially announced the purchase of 100% of Unió Esportiva Cornellà, a Catalan club competing in Tercera RFEF, the fifth tier of Spanish soccer.

The club is fighting for promotion and currently sits third in Group 5 with 55 points after 30 matches, behind Manresa (60 points) and Badalona (57). Messi’s decision to invest in Cornellà is tied to the club’s strong tradition of developing young talent.

Messi joins global ownership trend

Lionel Messi now joins a growing list of athletes and former soccer stars who own clubs. That group already includes Cristiano Ronaldo, Gerard Piqué, Zlatan Ibrahimović, N’Golo Kanté, Didier Drogba, David Beckham, Kylian Mbappé and Thierry Henry.

Cristiano Ronaldo’s move into club ownership

In February, Cristiano Ronaldo followed a similar path by acquiring 25% of Almería, a Spanish second-division club, strengthening his push to become a sports business entrepreneur.

The deal was carried out through CR7 Sports Investments, a subsidiary focused on managing sports assets.

Hollywood and music stars enter the game

It is not just athletes adopting this strategy. Hollywood celebrities, artists and major musicians are also buying soccer teams.

One example that drew attention was actor Michael B. Jordan, who, after winning his first Oscar for Best Actor for his dual role in the film Sinners, was honored by Bournemouth, a Premier League club he has been a minority co-owner of since late 2022.

“Even acquiring a small percentage in the decision-making process, when done by a celebrity, creates ripple effects that go beyond sports news and generates interest, even in club merchandise and branding products. In the coming years, we will see at least dozens, or even hundreds, of celebrities from the music and film industries adding minority stakes as alternative assets in their investment portfolios. This is an irreversible movement of implicit publicity for these financial assets,” said Thiago Freitas, COO of Roc Nation Sports in Brazil.

Snoop Dogg’s Swansea appearance

In recent months, the presence of one of the most influential rappers of all time, Snoop Dogg, at a Swansea match drew global attention.

Snoop Dogg acquired a minority stake in the Welsh club in the middle of last year.

Ryan Reynolds expands into South America

Another high-profile case is Hollywood star Ryan Reynolds, who acquired La Equidad, currently in Colombia’s top flight and based in Bogotá.

Reynolds, already co-owner of Wrexham in England’s Championship, has partners in South America including actors Rob McElhenney and Eva Longoria.

“The key to success in soccer is professionalism. When investors buy smaller clubs, regardless of any prior emotional connection, management becomes business-driven, focused on financial results and therefore sporting results as well. In lower divisions, required investment levels are smaller and revenue growth potential can be faster. The market calls this upside, and the higher it is, the faster the potential return on investment,” said Moises Assayag, managing partner at Channel Associados and soccer finance specialist.

New branding push in Colombia

Recent reports suggest Ryan Reynolds is leading a new investment movement across South American soccer after rebranding La Equidad as Internacional de Bogotá.

The project is ambitious and focused on global brand repositioning. The new crest incorporates the three official colors of Bogotá, black, white and gold, along with imagery of the city’s mountains and the Andean condor, a symbolic endangered bird.

One goal is to increase international visibility and eventually help the club compete in the Copa Libertadores by 2027 or 2028.

Swansea, Modric and Snoop Dogg partnership

Another notable case involves midfielder Luka Modric, formerly of Real Madrid and now at AC Milan, and rapper Snoop Dogg, who were announced as new partners in Swansea.

The club, which plays in England’s second division, is owned by an American consortium and is no longer in contention for Premier League promotion this season. Its last top-flight appearance came in 2018.

“From a financial perspective, well-managed clubs can become profitable assets, especially when there is investment in infrastructure, commercial rights and medium- to long-term projects. There are also intangible benefits, such as associating an athlete’s name with a brand or region, strengthening global relevance. These investments also increase soccer visibility, strengthen the sports ecosystem and create opportunities for innovation, including the use of technology in sports and new ways of interacting with fans,” said Fernando Lamounier, financial advisor and director at Multimarcas Consórcios.

“This increased visibility has the potential to attract new fans and therefore new sponsors. Potential, because it is not the only factor. There are other aspects that can influence sponsor or fan interest. It is news that clearly moves markets, attracts attention and generates greater sympathy for teams,” said Ivan Martinho, sports marketing professor at ESPM College.

According to Cristiano Caús, partner at CCLA Advogados, not all investments of this type succeed, but risk is tied directly to return.

“The higher the risk, the higher the return. Obviously, if the club is in a lower division and in a weak situation, its value is much lower than what it could potentially reach,” he said.

Expanded investment groups

Beyond film stars, La Equidad’s project also includes Club Necaxa co-chairman Al Tylis and D.C. United and Necaxa executive Sam Porter.

“Al Tylis and Sam Porter not only have extensive experience in sports, but also backing from well-known figures such as Eva Longoria, Rob McElhenney, Ryan Reynolds, Justin Verlander, Kate Upton, Shawn Marion and Scott Galloway,” La Equidad said in a statement.

Hollywood power figures are joining Al Tylis, Necaxa co-chairman Sam Porter, MLB pitcher Justin Verlander, his wife and supermodel Kate Upton, and former NBA player Shawn Marion in the investment group taking control of the club.

Celebrity investment trend accelerates

The entry of sports, music and entertainment celebrities into soccer club ownership or minority stakes is becoming increasingly common.

Last month, NBA legend Magic Johnson said he would soon begin investing in Brazilian teams, though he did not specify which sport.

“I think it is positive for the overall market, as it concentrates even more financial power in mid-sized clubs with short-term global growth goals, while also generating major publicity around celebrity names. However, nothing replaces good management, whether in member-based clubs, corporate structures like SAFs, or acquisitions by former athletes or public figures,” said Claudio Fiorito, CEO of P&P Sport.

Ed Sheeran’s Ipswich investment

Another recent example came in mid-2025 when singer Ed Sheeran acquired a 1.4% stake in Ipswich Town, a Premier League club at the time, through shares in Gamechanger 20 Ltd.

He became a minority shareholder and will have access to a VIP box at Portman Road, the club’s stadium, for many years.

Ipswich returned to the English top flight in 2024 after 22 years. Sheeran is a lifelong fan and has long-standing ties to the club, having served as an official sponsor of both the men’s and women’s teams since 2021.

He has also remained highly involved in club culture, recently appearing in a promotional video for the new season driving a tractor, referencing the club’s “Tractor Boys” nickname tied to the region’s agricultural identity.

“Both sides benefit, with visibility that goes beyond traditional marketing and advertising standards. In many of these cases, celebrities invest in smaller clubs they have an emotional connection with, but in developed leagues and countries, which can generate higher revenue through exposure or new partnerships,” added Joaquim Lo Prete, country manager at Absolut Sport.

Sports ownership returns on investment

NBA star LeBron James bought a 2% stake in Liverpool in 2011 for $6.5 million. That stake is now worth more than $50 million.

Also from the NBA, Steve Nash acquired Mallorca for €20 million (around $23.6 million).

In 2022, actress Reese Witherspoon became a co-owner of Nashville SC in Major League Soccer (MLS). Natalie Portman, her co-star, also became an investor in Angel City FC in the United States women’s league.

Multi-club ownership model grows

In Brazil, a company created by Guilherme Bellintani follows the same model.

The most notable case is Ronaldo Nazário, who was majority shareholder of Real Valladolid from 2018, when he bought 51% of the club for €30 million (over $35 million), a stake he has since sold.

In 2025, singer Gusttavo Lima bought Paranavaí, a second-division club in the state of Paraná.

The multi-club ownership model, in which a business group manages more than one club and connects assets across them, is growing rapidly.

Squadra Sports, created by Bellintani, who helped bring the City Football Group to Bahia, manages five clubs in Brazil: Londrina-PR, Linense-SP, VF4-PB, Ypiranga-BA and Conquista-BA.

The company’s player database includes about 250 footballers, with more than 45 active players outside its owned clubs whose rights were partially or fully negotiated by Squadra.

Over the next five years, the goal is to reach 1,000 players, including youth and professional levels, with 25% outside its club network.

“This model leverages resources from clubs within the group. Clubs outside the network are not seen as competition; they are clients who may negotiate for some of our athletes. We have aligned sporting goals, developed players in different regions and structured flagship clubs such as Londrina and Linense,” said Guilherme Bellintani, CEO of Squadra Sports.

‘Deportainment’ and the future of soccer business

Last season, Londrina, the group’s flagship club, finished runner-up in Brazil’s Série C and earned promotion to the second division with one of the lowest payrolls in the competition.

“When sports business is understood through the broader concept of ‘deportainment,’ combining sport and entertainment, revenue possibilities expand even further. That is what these film and entertainment figures understand, and why they are investing in the sector,” added Moises Assayag, managing partner at Channel Associados.

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