GoKawiilLionel Messi, Cristiano Ronaldo, and Mohamed Salah have spent the past two decades defining one of soccer’s greatest eras. Now, as the 2026 FIFA World Cup marks Ronaldo’s final appearance at the tournament and another defining moment in the careers of Messi and Salah, they’re also preparing for life beyond the pitch.
Before Messi’s Argentina beat Salah’s Egypt in one of the tournament’s best matches on Tuesday, Salah was asked which player he would choose for one final “last dance” from a generation that included both Messi and Ronaldo. He chose Messi without hesitation. The answer carried extra weight given that Ronaldo had already confirmed this would be his final FIFA World Cup before Portugal’s Round of 16 defeat to Spain, bringing an end to his six-tournament World Cup career.
Away from football, however, the players’ futures are beginning to diverge. Messi and Ronaldo have increasingly embraced equity stakes in AI, health tech, and startup companies, while Salah has largely stuck to a more traditional mix of commercial partnerships, property, and philanthropy.
That shift has accelerated over the past decade as venture capital firms and startups increasingly seek celebrity investors who bring more than money. A footballer with hundreds of millions of followers can offer global reach, credibility, and distribution that few traditional investors can match.
“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,” says Kamraan Khan, a partner at Dubai-based firm Archers Valuation and Advisory.
2026 FIFA World Cup Here’s WIRED’s complete guide to the 2026 FIFA World Cup.
Over the past decade, elite athletes have increasingly traded one-off endorsement fees for ownership stakes in companies, joining a broader trend that has seen sports stars become investors rather than just brand ambassadors. In October 2022, Messi launched Play Time HoldCo, a San Francisco–based investment firm alongside entrepreneur Razmig Hovaghimian, founder of video-streaming platform Viki, which had earlier been acquired by Rakuten. The firm’s goal is simple: invest in companies operating across sports, media, and technology.
“While sponsorships typically generate income during an athlete’s peak earning years, equity investments can provide the potential for capital appreciation and, where applicable, future dividend income, helping to build more sustainable wealth after retirement,” notes Khan.
Initially reported to be targeting roughly $200 million, Play Time has since assembled a portfolio that increasingly resembles a Silicon Valley venture fund.
Per Play Time’s website, its bets include FieldAI, Fish Audio, World Labs, Perceptron, Intangible, and SuperAnnotate, alongside sports-specific investments in the FIFA-licensed mobile game Matchday and the memorabilia marketplace AC Momento.
... continue reading