Lionel Messi, Cristiano Ronaldo, and Mohamed Salah have dominated soccer for the past two decades, but as the 2026 FIFA World Cup unfolds, each is also charting distinctive paths for their post-football careers. Salah, in a recent interview before a match between Argentina and Egypt, revealed he would pick Messi for one last game, highlighting his admiration for the Argentine. This comes after Ronaldo announced this would be his final World Cup, ending a remarkable six-tournament run.
Beyond the pitch, Messi and Ronaldo are embracing investments focused on technology and health, while Salah appears rooted in traditional commercial ventures. Over the past decade, an increasing number of athletes have pivoted from simple endorsement deals to taking equity stakes in startups, reflecting a trend towards safeguarding long-term financial security after their playing days are over.
Kamraan Khan from 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.” For example, Messi launched Play Time HoldCo, an investment firm that explores funding across sports and technology sectors. This firm has cultivated a diverse portfolio and resembles a typical venture fund. Investments include firms like FieldAI and the FIFA-licensed mobile game Matchday.
Messi’s additional ventures include stakes in the fantasy football platform Sorare and an ownership role with KRÜ Esports. Moreover, his recent move to Inter Miami came with an unprecedented ownership stake in the club.
Conversely, Ronaldo’s investments largely focus on health technology, aligning closely with his longstanding brand centered on fitness. He invested in Whoop, a health analytics company, and, in February 2026, acquired a 10% stake in HBL Pro2col Software, a Herbalife subsidiary. This deal expands his collaboration with Herbalife and aims to deliver personalized wellness solutions globally.
In contrast, Salah’s approach remains traditional, with business interests in commercial holdings and real estate, supplemented by endorsement deals with brands like Adidas and Pepsi, as well as philanthropic efforts through his charitable foundation.
While Messi and Ronaldo delve into tech and health investments, Salah stays grounded in traditional ventures. This divergence illustrates how top athletes are reevaluating their financial futures and moving towards equity investments, reflecting a broader trend in the sports industry.
