Messi and Ronaldo are Expanding Their Tech Investments, While Mo Salah Engages in a Different Arena.

Lionel Messi, Cristiano Ronaldo, and Mohamed Salah have spent the last twenty years shaping one of soccer’s most remarkable eras. With the 2026 FIFA World Cup signifying Ronaldo’s final participation in the tournament and pivotal moments for Messi and Salah, all three are also contemplating life beyond the field.

Prior to Messi’s Argentina triumphing over Salah’s Egypt in one of the tournament’s standout matches on Tuesday, Salah was asked which player he would select for one final “last dance” from a generation that featured both Messi and Ronaldo. Without hesitation, he opted for Messi. The response held extra significance as Ronaldo had already stated this would be his last FIFA World Cup following Portugal’s Round of 16 loss to Spain, marking the end of his six-tournament World Cup legacy.

Outside the realm of football, however, their futures are beginning to diverge. Messi and Ronaldo have increasingly invested in equity stakes within AI, health technology, and startups, while Salah has primarily adhered to a more conventional blend of commercial partnerships, real estate, and charitable endeavors.

This trend has accelerated over the last decade as venture capital firms and startups increasingly seek celebrity investors who contribute more than just capital. A footballer with hundreds of millions of followers can deliver global reach, credibility, and distribution that few traditional backers can provide.

“The transition from traditional sponsorship deals to equity investments and startup engagement signifies a shift towards long-term wealth generation and financial stability beyond an athlete’s career,” explains Kamraan Khan, a partner at Dubai-based Archers Valuation and Advisory.

Over the last decade, elite athletes have noticeably shifted from one-time endorsement payments to ownership shares in companies, aligning with a wider trend of sports figures evolving into investors rather than merely brand representatives. 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 was previously acquired by Rakuten. The firm’s aim is straightforward: to invest in businesses spanning sports, media, and technology.

“While sponsorships typically yield income during an athlete’s peak earning phase, equity investments can enable capital appreciation and, where relevant, future dividend income, which contributes to a more sustainable financial future post-retirement,” adds Khan.

Initially reported to target about $200 million, Play Time has since built a portfolio that increasingly resembles a Silicon Valley venture capital fund.

According to Play Time’s website, its investments include FieldAI, Fish Audio, World Labs, Perceptron, Intangible, and SuperAnnotate, in addition to sports-related ventures in the FIFA-licensed mobile game Matchday and the memorabilia marketplace AC Momento.

Beyond Play Time, Messi also possesses an equity share in fantasy football platform Sorare, which allows users to buy and trade officially licensed digital player cards, and is part of the ownership group for KRÜ Esports, the Valorant and Rocket League team established by his former Argentina teammate Sergio Agüero. His three-year, reportedly $20 million contract to serve as the global ambassador for the blockchain fan-token platform Socios.com is a paid promotional agreement, not an undisclosed equity investment.

As part of his landmark 2023 transfer to Inter Miami, Messi secured an ownership component alongside his salary and signing bonus—an unprecedented arrangement in Major League Soccer. While there has been speculation about the size of that stake, neither the club nor MLS has publicly disclosed the specifics.

Sportico valued Inter Miami at $1.45 billion in February 2026, marking a 22 percent increase year-over-year and representing the highest valuation in MLS history.

If Messi’s investments reflect Silicon Valley’s AI surge, Ronaldo’s focus is predominantly on health technology—an area that aligns closely with the personal brand he has spent decades nurturing centered around fitness and well-being.

Ronaldo became an investor in Whoop—the wearable fitness tracker and health analytics company—in May 2024, a partnership that Whoop described as “one of Ronaldo’s most significant investments to date,” following his years as a paying member. “Whoop has become one of the most crucial tools I utilize to support my long-term health,” he remarked at the time. Whoop’s entry into the UAE is supported by both the Qatar Investment Authority and Mubadala Investment Company.