The Athlete Investor Trend – to say big-time athletes, or former athletes, becoming investors or owners of sports teams is a trend would be an understatement. The athlete investor is rampant in sport. From David Beckham at Inter Miami to Tom Brady at Birmingham City FC. There were even rumours for a while that Taylor Swift had taken an interest in buying England’s oldest football club, Notts County FC. As for padel, the trend is in full flow already. Eva Longoria and Andy Murray with the Hexagon Cup. Daddy Yankee with the Pro Padel League and of course, Lionel Messi and Sergio Aguero with the sensational announcement they will be joining the Hexagon Cup competition with Krü Padel. Who’s next to join this star-studded lineup? Cage 91 Co. explores.
In recent years, the world of sports has seen a seismic shift, not just on the field, but in the boardroom. The phenomenon of celebrities, particularly sports stars (but not exclusively so) becoming investors or owners of sporting ventures is more than just a trend – it’s a movement that’s redefining the business of sport. From Ryan Reynolds and Rob McElhenney’s ownership of Wrexham AFC and now shareholding in Alpine F1 team, to Ed Sheran’s recent purchase of an Ipswich Town FC shareholding, all the way to David Beckham’s transformational role at Inter Miami and Tom Brady’s stake in Birmingham City FC, the athlete investor is an increasingly powerful force. But it’s not just football where athletes are making their mark. The world of padel, particularly throughout the New Padel World, is becoming a hotbed for athlete investors, with stars from various disciplines recognising its potential.
Padel: The New Frontier for Athlete Investors
As we often hear, padel is the fastest-growing sport globally and its rapid rise has caught the attention of athletes across the sporting spectrum. Everyone is getting in on the act, Ronaldo to Rafa Nadal, David Beckham, Stormzy, Carlos Sainz, Zinedine Zidane and Jude Bellingham (and that’s just the tip of the iceberg). Like the rest of us, they pick up a racket and get caught up in what’s become the world’s most healthy addiction.
‘Like the rest of us, they pick up a racket and get caught up in what’s become the world’s most healthy addiction’
We have also seen high-profile investors join the craze, with former Desperate Housewives star, Eva Longoria, throwing her support behind padel by investing in what has become the world’s most famous professional padel competition, the Hexagon Cup. Longoria and Murray are just two individuals that have become key investors in the Hexagon Cup, and their involvement has brought significant media attention to to the tournament, attracting fans and players alike. A shrewd move by the Hexagon founders, it most certainly is.
For Longoria and Murray, the appeal of padel is clear. It’s not just about investing in a sport; it’s about being part of a movement that is bringing people together through three key ingredients: competition, fitness, and fun. Their investment in the Hexagon Cup is more than just a financial move – it’s a commitment to fostering the growth of a sport they believe in.
Daddy Yankee, the global reggaeton superstar, is another high-profile figure who has recognised padel’s potential with his investment in the Pro Padel League. Known for his ability to spot trends and drive cultural movements, Daddy Yankee’s involvement in the game is a testament to the sport’s appeal across diverse audiences. His entry underscores the sport’s potential to become a global phenomenon, attracting a wide range of fans and players.
The biggest athlete investor news to hit the padel world so far is undoubtedly the announcement that the seventh team in next year’s Hexagon Cup will be led by two of football’s greatest legends, Kun Agüero and Lionel Messi. Teaming up with Taktika Padel, the leading padel operator on the US West Coast, their involvement has catapulted padel into mainstream global conversation. If padel wasn’t already a worldwide sensation, the participation of these icons has certainly made it one now.
And this is just a handful of those already involved. On top of this, the likes of Jamie Vardy, Dominic Calvert-Lewin and Virgil Van Dijk have also all backed the UK court operator Game4Padel and the athlete interest is showing no sign of slowing down.
Why Athletes are Flocking to Padel
The big question is why? What is it about padel that is attracting such high-profile investors? The answer lies in the sport’s unique combination of accessibility, community, and growth potential.
If you’ve picked up a racket before – which hopefully if you’ve found your way to cage 91 Co. You have, or soon will be – then you will also know that at entry level, padel is a pretty straightforward game. Similar rules to tennis, smaller courts and rackets and a much higher chance of leaving the court after your first time with some dignity still intact. With the ability for beginners to “get padel” at their first attempt, comes instant enjoyment. With enjoyment comes a return to the court. This is why the sport is seeing the rapid growth that it is and why celebrities want to get behind it – it’s, to use an in-vogue word, accessible.
It is also a game that drives a sense of community and brings people together. Much like the athlete investors themselves, the sport thrives on connections. It’s a game that unites everyone around a common passion, whether playing casually or competing in a high-stakes tournament. For athletes who have spent their careers building communities of fans and followers, padel offers a natural extension of their brand and influence.
Finally, the growth potential of padel is enormous. The sport is still in its early stages, particularly in markets like the United States, where it is just beginning to gain traction. For athletes with a keen eye for business, this represents a golden opportunity. By investing in padel now, they are positioning themselves at the forefront of a movement that will see the sport become a staple in the global landscape.
So, Who’s Next?
Recently, Ballers, the modern multi-sport mash-up operator opening on the banks of the Delaware River in Philadelphia, announced the involvement of Andre Agassi, Kim Clijsters and Tyrese Maxey in their long-term multi-venue project. What we are interested to see, is if more tennis players, past and present, join the padel movement. Tennis has already shown signs, rightly or wrongly, of being threatened by padel and if the greats such as the Williams sisters, who already have a sports investment presence with Angel City FC and the Miami Dolphins, chose to back padel as well, then this could lead to some interesting developments.
Finally, with many of the great athletes of the last two decades nearing the end of their careers, it would be no surprise if we saw some of them place an emphasis on padel as they transition into retirement. Lebron James, Tom Brady, Cristiano Ronaldo and Kevin Durant, all incredibly high-profile athletes likely to retire in the coming years, although the Portuguese legend might have something to say about that.
They have all shown an interest in padel of late, and with the opportunity that the sport provides for them to develop their sporting investment portfolio, the athlete investor movement is only at base camp.