Messi and Ronaldo Invest in Tech While Salah Sticks to Traditional Ventures

As the 2026 FIFA World Cup approaches, Lionel Messi, Cristiano Ronaldo, and Mohamed Salah are not only defining soccer's landscape but also preparing for their futures beyond the pitch. Following Messi's Argentina victory over Salah's Egypt, the focus shifts to how these football icons are investing their wealth. While Ronaldo confirms this World Cup will be his last, both he and Messi are making significant moves in the tech sector, contrasting with Salah's more traditional investment strategies.

Messi's Strategic Tech Investments

In October 2022, Messi launched Play Time HoldCo, an investment firm aimed at backing innovative companies in sports, media, and technology. The firm has reportedly targeted an initial fund of $200 million and has made strategic investments in various startups, including:

• FieldAI
• Fish Audio
• World Labs
• Perceptron
• Intangible
• SuperAnnotate

Messi also holds stakes in the fantasy football platform Sorare and has joined the ownership group of KRÜ Esports. His recent move to Inter Miami included an ownership stake, a groundbreaking arrangement in Major League Soccer.

Ronaldo's Focus on Health Technology

Cristiano Ronaldo is channeling his investments primarily into health tech, aligning with his brand focused on fitness and longevity. In May 2024, he invested in Whoop, a fitness tracker company, marking a significant addition to his portfolio. He stated, "Whoop has become one of the most important tools I use to support my long-term health." Additionally, he purchased a 10 percent stake in HBL Pro2col Software for $7.5 million, enhancing his partnership with Herbalife.

Ronaldo's investment strategy is reflected in his early involvement with Bioniq, a personalized supplements company now integrated into Pro2col. Furthermore, he has secured a 5 percent stake in Al-Nassr, valued at approximately $66.7 million.

Salah's Traditional Approach to Investments

In contrast, Mohamed Salah has opted for a more conventional investment strategy. His business ventures primarily involve commercial holding companies and real estate, focusing on solid endorsements from brands like Adidas, Pepsi, and Vodafone Egypt. Unlike Messi and Ronaldo, Salah has not publicly disclosed any significant investments in technology startups.

The divergent paths of these three football stars highlight a shift in how athletes are managing their wealth post-career. As Kamraan Khan, a partner at Archers Valuation and Advisory, notes, "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." This evolution is shaping not just their futures, but also the landscape of sports investments.