Not many reach the pinnacle of football, yet those who do often secure earnings that let them pursue work beyond their life on the pitch. Their average earnings hover around 1.5 million euros in the early stages, but standout seasons can push incomes much higher. For instance, Cristiano Ronaldo signed a deal with Al-Nassr reportedly worth up to 200 million per year. The question remains: where does all this money go?
More and more football stars are drawing interest from startups and new ventures. They invest across diverse sectors such as emerging technologies, hospitality, private banking, and investment funds, including luxury vehicles and real estate ventures. The real estate market is especially popular, with stars lining up hotels, office spaces, commercial facilities, parking complexes, and student housing. Diversification strategies remain a common theme, as risk management is a constant companion to potential gains, with tax considerations often playing a role in financial planning.
The trend is visible in Messi’s investments as well. A funding round of 17 million euros connected his name with a broader group of backers, including entrepreneurs and industry figures. Beyond investments, the football legend has launched a fund in Silicon Valley to explore opportunities in sports, media, and technology. His property portfolio spans his hometown Rosario, as well as Miami, Barcelona, and other markets, including a four-star hotel in Sitges.
David Villa also illustrates this shift. The former Spain international expanded his footprint by founding DV7 Group CF Benidorm to organize semi-professional football pathways. Since retirement, Villa has focused on ventures linked to his playing days, including DV7 Football Academy, a network of training sites for young players. He supported a New York venture called Queensboro FC, which added a stadium for the team. In 2018, he took a stake in a platform that connects teams, coaches, and players, and his real estate portfolio features properties across Ibiza, Gijón, and Pozuelo de Alarcón.
Daniel Carvajal, a Madrid-born star, has joined Toteemi, a fintech-related firm, in a financing round worth several million euros that also included private backers and platform founders. Alongside these moves, Carvajal and partner Pablo Sarabia launched Nice Body, a center for electrostimulation in Majadahonda.
Gerard Piqué remains a frequent name in these discussions, with a track record of ventures that have gone public and a few that did not meet expectations. In 2017 he pursued a master’s in sports and entertainment at Harvard, later establishing a company network around sports through Kosmos. This umbrella covers audiovisual content, sports-related media rights, and investments in start-ups such as Sorare and Goals. He has also expanded into Theme Park collaborations with PortAventura and La Liga projects. Piqué’s family business spans hotels and restaurants, with multiple brands under his management.
Sports, energy ventures and smart apparel
Sergio Ramos has diversified into real estate and energy, including operations around gas stations and parking facilities. His peak athletic performances are matched by his pursuits in equestrianism, with a Sevilla PSG farm spanning several hectares for breeding. One of his horses, Pícara, won a world championship in 2015, and another, Yucatán de Ramos, earned recognition in 2018 for morphology. Ramos has collaborated with a boutique fitness chain to bring its concept to Spain, while also investing in Fever, an app that highlights local entertainment options. His art collection, known as the Sergio Ramos Collection, showcases works valued in the hundreds of thousands.
Andrés Iniesta stands out as a long-time businessman. He founded Never Say Never to invest in and advise up-and-coming ventures in entertainment and sports. He joined First1Vision Technologies in 2015, contributing to efforts to develop a micro-camera system embedded in smart shirts to measure on-field performance. Iniesta’s interests extend into the wine industry with Bodegas Iniesta, and he also produces olive oil and runs a sneaker line named Mikaku.
David de Gea, the Manchester United goalkeeper, operates a company under his control, Yeday Sports, as recorded in official registries. He has also launched HousinGo by David De Gea, with offices in Madrid focused on real estate trading and investor advisory services.