Some Footballers Are Quietly Getting Into Startups (And No, It’s Not What You Think)

Footballers and flashy spending usually go hand in hand. We’ve all seen the stories—supercars, watches, private islands. But behind the headlines, there’s a different trend picking up speed: some players are putting serious money into startups.

How do footballers invest their money these days? It’s not just endorsement deals or being the face of a protein shake. A surprising number—past and present—are backing real businesses. Tech platforms, wellness brands, esports, clean energy, even fintech. Some invest quietly, others build things from the ground up. 

A few are just testing the waters. Others are fully involved—showing authentic leadership, managing teams, sitting in boardrooms.

This isn’t about quick profit or PR moves. At least not always. For some, it’s about finding the next chapter. For others, it’s a chance to shape something outside the pitch. Not every deal is a win. Not every startup survives. But one thing’s clear: the idea of football investors is no longer a punchline.

Here are a few who are proving it.

Gerard Piqué Was Already Building Something While Still on the Pitch

Piqué didn’t wait until his last game to start a business. While still at Barça, he helped launch Kosmos, and no—it wasn’t just his name on the papers. He was at meetings. Building the collaboration properly.

One of the first major headlines was the Davis Cup deal. Kosmos worked with Rakuten and the ITF to redesign the whole tournament format. The number that got thrown around was $3 billion—which sounds insane. I don’t know if it ever hit that figure, but either way, it was huge.

Eventually, though, the deal fell apart. The ITF ended it early in 2023. Not a total failure, but not what they’d planned either.

Aside from that, Kosmos also bought FC Andorra, and he was involved there too—club decisions, direction, the boring bits that don’t get posted on Instagram.

Some things worked. Others clearly didn’t. But the fact that he was already involved in ownership and business while still showing up to train every week? That’s not common. I don’t know if it makes him a genius, but at least he wasn’t waiting around to be handed a media job after retirement.

Andrés Iniesta Took the Quiet Route—and Ended Up in Japan’s Startup Scene

Iniesta’s name doesn’t pop up as often in these business lists, but he’s been busy—and most of it’s tied to Japan. After he joined Vissel Kobe, he started looking beyond football and ended up getting involved in local ventures.

One of the more interesting ones is Capitten, a football boot brand he co-founded. It’s focused on comfort and quality, and the product is manufactured in Japan. Not loud or flashy—kind of like Iniesta himself.

He’s also connected to IKI Company, a Japanese holding firm working across wellness and lifestyle products. It’s not clear how deep his involvement goes, but his name’s linked to the strategy and product choices.

Iniesta doesn’t do big campaigns or sell hype—his focus seems to be on steady growth and scalability. From the outside, it looks like he’s aiming for steady long-term development, not quick profit. Very on-brand.

Mathieu Flamini Got into Bio-Tech—Way Before It Was Cool

Flamini co-founded GF Biochemicals when he was still playing—and didn’t tell anyone. For a long time, even his teammates had no clue.

The company works with levulinic acid, a molecule that could replace oil in things like cosmetics, plastics, and cleaning products. It’s niche, science-heavy, and about as far from football as it gets.

There were headlines a while back saying Flamini was a billionaire. That’s not accurate, but the sustainability work is real. GF has labs across Europe and has been involved in some major research projects.

This wasn’t some influencer brand. It’s a serious green energy startup, and he’s stayed committed to it for over a decade now. Easily one of the most surprising pivots on this whole list.

David Beckham Built a Brand, Then Turned It Into a Business Empire

Beckham was already a global brand before retirement—so it’s no surprise he’s built an entire business structure around it. But he’s not just licensing his name.

His investment football portfolio includes Inter Miami. He’s one of the co-owners and played a massive role in shaping the club’s image. The Messi deal alone proved how strong his pull still is, both on the pitch and at the negotiating table.

Outside football, Beckham’s invested in Haig Club whisky, House 99 grooming, and even worked on interior design partnerships in Asia. He’s all about branding, franchises, and long-term ownership.

No, he’s not running every company himself—but rather is involved at a high level. And his ability to turn attention into actual enterprises? That’s a skill not every ex-footballer has.

Robert Lewandowski Keeps His Moves Quiet—but They Add Up

Lewandowski doesn’t make a lot of noise about his business ventures, but he’s building a portfolio. One of his biggest plays was in Nutriprofits, a platform that supports affiliate marketers in the health supplement space.

He also launched Stor9, a branding and marketing agency helping athletes and creators manage their image. He’s a part-owner and appears to be involved in both networking and expansion.

There’s also talk of real estate and e-commerce ventures in Poland, but he tends to keep things off the radar.

So far, his moves feel calculated—not trend-chasing. It’s a clever example of diversification that doesn’t rely on headlines.

Michael Owen Stayed Close to Sport—and Horses

Owen’s not one for tech startups or flashy ventures either. He’s stuck to what he knows—sport, fitness, and horse racing.

He’s backed HorseTrainerHub, a platform aimed at making equestrian training more accessible and digital. He also invested in Veloce, an esports racing team.

That makes sense—he owns a racing stable and has been in that world for years. His investment story isn’t about disruption. It’s about leaning into his real interests.

Some of his earlier business moves (including crypto stuff) didn’t go so well. But the newer ones seem more grounded.

Mats Hummels Is Betting on Sports Tech

Hummels isn’t the loudest name in this space, but he’s quietly put money into sports analytics and data tech companies.

One confirmed investment is in Wingfield, a tennis performance tracking startup. It’s focused on helping players and coaches access better data—something that’s becoming a big part of all sports.

He’s also appeared at startup events in Germany and has backed a few football-focused tech platforms. There is not much public detail, but it is enough to show he’s thinking long-term.

It’s not about big PR moments for him. It looks more like a personal interest—and maybe even mentorship on the side.

Chris Smalling Is Taking Sustainability Seriously

Out of all the names here, Chris Smalling is probably the most involved in plant-based and sustainable businesses. He’s invested in companies like This (plant-based meat) and Heights (brain health supplements).

He’s also backed Karma Bites, a vegan snack brand, and is vocal about environmental issues beyond football. This isn’t just passive investing—he’s sat on advisory boards and has helped with marketing and product development.

It’s pretty clear he’s building a niche around wellness, sustainability, and ethical investment. Not the usual route for a defender, but it’s working for him.

Jens Lehmann’s Focus Is on Fintech and Finance

Lehmann’s done several things since retiring, including coaching and pundit work. But in terms of business, his angle is more finance-heavy.

He’s been linked with fintech startups in Germany, including one that focuses on smart investing for younger users. He’s also spoken publicly about financial literacy for athletes and even consulted on wealth management platforms.

No huge tech launch or wild venture here—just a clear interest in financial services and how athletes can better manage long-term assets.

So… Do These Investments Always Work?

Not really. Footballers who invest smartly may see solid returns. Others back something that sounds good, only for it to crash six months later. Such is the gamble.

What helps is mentorship, good advisors, and actually understanding the product or platform. When players just throw cash at a trend without being involved, it rarely goes well.