Over the past decade, NBA players have transformed from athletes into full-scale entrepreneurs. While their salaries on the court are often enormous, many stars have increasingly turned their attention to startups, venture capital, and early-stage companies. These investments are no longer side hobbies; for many players, they represent long-term wealth-building strategies and post-career identities.
From tech platforms to wellness brands, media companies to fintech disruptors, NBA players have been backing some of the most interesting startups in the modern economy. As fans follow league storylines, trade rumors, and even the latest NBA odds during the season, many are also paying closer attention to what players are doing off the court—especially in the business world.
Some investments have produced huge returns, while others remain long-term bets still developing their value. Here’s a look at the types of startups NBA players have invested in and how those companies have performed.
LeBron James and Blaze Pizza: A Fast-Food Disruption Success
One of the most well-known athlete startup success stories involves LeBron James and Blaze Pizza.
LeBron invested in the fast-casual pizza chain in its early stages around 2012, when the company was still relatively unknown. Instead of a traditional endorsement deal, he opted for equity—reportedly trading promotional work for ownership stakes.
Performance overview:
- Blaze expanded rapidly across the United States
- Became one of the fastest-growing restaurant chains in its category
- Valuation increased significantly within a few years of LeBron’s involvement
While exact returns are private, analysts estimate that his early stake grew substantially as the brand scaled nationwide. This investment is often cited as a blueprint for athletes choosing equity over cash endorsements.
Kevin Durant and Tech Venture Capital
Kevin Durant has built one of the most sophisticated investment portfolios in the NBA through his company Thirty Five Ventures.
Durant has backed dozens of startups across multiple sectors, including:
- Coinbase (cryptocurrency exchange)
- Postmates (delivery platform, later acquired by Uber)
- Whoop (fitness wearable technology)
- Acorns (micro-investing app)
Performance overview:
Durant’s venture portfolio is widely regarded as highly successful:
- Coinbase delivered major returns after going public
- Postmates acquisition generated strong exits for early investors
- Whoop continues to grow as a leading performance-tracking brand
His approach focuses on early-stage tech companies with scalable digital platforms, and his firm is now considered one of the most influential athlete-led venture groups.
Stephen Curry and Consumer Tech + Media
Stephen Curry has also expanded into startup investing, particularly in consumer-facing technology and media ventures.
Through SC30 Inc., Curry has invested in companies such as:
- Tonal (smart fitness equipment)
- Slyce (digital content platforms)
- Unanimous Media (production company and storytelling venture)
Performance overview:
- Tonal has grown into a major connected fitness brand, competing in the smart gym space
- Unanimous Media has produced sports and faith-based content, expanding Curry’s media influence
- Several smaller investments remain early-stage but align with long-term consumer trends
Curry’s strategy is less about rapid exits and more about shaping culture through media, health, and lifestyle technology.
Shaquille O’Neal: Franchise Investments and Brand Power
Few athletes have embraced entrepreneurship like Shaquille O’Neal.
While Shaq is known for endorsements, his most successful “startup-style” investments are in franchises and consumer businesses.
Notable ventures include:
- Papa John’s franchise ownership
- Krispy Kreme investments
- Big Chicken restaurant chain (founder and investor)
Performance overview:
- Papa John’s stake reportedly appreciated significantly during turnaround periods
- Big Chicken has expanded into multiple locations across the U.S.
- Shaq’s brand alignment has helped accelerate consumer adoption in food ventures
Unlike traditional VC investors, Shaq focuses heavily on consumer-facing businesses with strong brand identity and scalability.
Chris Paul and Plant-Based Food Innovation
Chris Paul has become a notable investor in health and wellness startups, particularly plant-based food companies.
One of his most prominent investments is in Beyond Meat.
Performance overview:
- Beyond Meat IPO in 2019 was one of the most successful food-tech listings in recent years
- Early investors saw significant valuation spikes post-IPO
- The company’s stock has experienced volatility, but it remains a leader in alternative protein markets
Paul’s interest in wellness and nutrition aligns closely with his off-court advocacy for healthy living.
Andre Iguodala and Silicon Valley Tech Bets
Andre Iguodala has been one of the most respected NBA players in Silicon Valley investment circles.
Through his work with venture firms like Mastry and partnerships with tech investors, Iguodala has backed:
- Zoom (video communication platform)
- Tesla (early exposure through venture networks)
- Databricks (AI/data infrastructure company)
Performance overview:
- Zoom became a global leader during the remote work boom
- Tesla’s long-term growth has delivered massive returns for early stakeholders
- AI and data companies continue to appreciate in valuation
Iguodala is often credited with bridging the gap between professional sports and Silicon Valley venture capital.
Blake Griffin and Media + Entertainment Startups
Blake Griffin has focused heavily on media, comedy, and entertainment startups.
He has invested in:
- Production companies
- Digital media platforms
- Comedy content startups
Performance overview:
While not all ventures have reached massive valuations, Griffin’s media investments align with the broader trend of athletes owning content rather than just appearing in it. His production involvement has helped several projects gain distribution deals with major streaming platforms.
Why NBA Players Are Turning to Startups
Several key factors explain why NBA players are investing heavily in startups:
- Short career windows: Most NBA careers last less than 10–15 years, prompting players to build long-term income streams early.
- Access to capital: Multi-million dollar contracts provide the liquidity needed for venture investing.
- Cultural influence: Athletes bring brand power and visibility to early-stage companies.
- Diversification: Investments reduce reliance on sports income and endorsements.
- Post-career planning: Many players aim to transition into business roles after retirement.
Risk and Reality: Not All Startups Succeed
While many NBA-backed startups have performed well, the venture world is inherently risky.
Common challenges include:
- High failure rates among early-stage companies
- Market volatility affecting valuations
- Liquidity constraints for private investments
Even successful investors experience losses alongside wins, but diversified portfolios often balance overall performance.
NBA players are no longer just athletes—they are becoming influential investors shaping the future of technology, food, media, and finance. From LeBron James’ early bet on Blaze Pizza to Kevin Durant’s venture capital empire, these investments show how players are leveraging their earnings and influence far beyond basketball.
While some startups deliver massive returns and others remain uncertain, the broader trend is clear: NBA players are increasingly becoming serious players in the global startup ecosystem, with portfolios that rival traditional investors in both scale and ambition.
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