Messi, Ronaldo, and Salah: Different Off-Field Investment Strategies
While Messi and Ronaldo actively invest in tech startups, Salah sticks to traditional endorsements and real estate.
Lionel 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, they are also preparing for life beyond the pitch.
Messi and Silicon Valley
In October 2022, Messi launched Play Time HoldCo, a San Francisco-based investment firm focusing on sports, media, and technology. Its portfolio includes FieldAI, Fish Audio, World Labs, Perceptron, Intangible, and SuperAnnotate, alongside sports-specific investments in the FIFA-licensed mobile game Matchday and memorabilia marketplace AC Momento.
Outside Play Time, Messi holds an equity stake in fantasy football platform Sorare and joined the ownership group of KRÜ Esports, founded by former Argentina teammate Sergio Agüero. His three-year deal as global ambassador for Socios.com is a paid promotional contract, not an equity stake.
As part of his 2023 move to Inter Miami, Messi received an ownership component. Sportico valued Inter Miami at $1.45 billion in February 2026, the highest valuation in MLS history.
Ronaldo and Health Tech
Ronaldo’s investments are centered on health technology. In May 2024, he became an investor in Whoop, a wearable fitness tracker and health analytics company.
In February 2026, Ronaldo paid $7.5 million for a 10% stake in HBL Pro2col Software, a Herbalife subsidiary. A month later, Herbalife agreed to acquire London-based Bioniq in a deal worth up to $150 million; Ronaldo was an early investor in the AI-powered personalized supplements company.
Ronaldo has also reportedly received a 5% ownership stake in Saudi Pro League club Al-Nassr, a deal finalized in June 2025 valued at roughly $66.7 million.
Salah’s Traditional Approach
Salah’s business interests are concentrated in commercial holding companies and real estate. His highest-profile commercial relationships remain conventional endorsement deals with Adidas, Pepsi, and Vodafone Egypt, alongside philanthropic work through the Mohamed Salah Charitable Foundation.
Experts note that while sponsorships generate income during peak earning years, equity investments can provide capital appreciation and dividends after retirement. However, independent valuation and due diligence remain fundamental before committing capital.
