For most of modern sports history, an athlete's financial story fit neatly into two chapters: make money, then try not to lose it.

Salaries and sponsorships built the fortune, and passive investments were supposed to preserve it. But the quiet truth underneath that model is that it often capped upside long before a player's career ended.

Today's most thoughtful athletes are recognizing something simple but profound: wealth may not be built solely by collecting checks — it may be built by owning the engines that print them.

The real evolution isn't from paychecks to platforms; it's from participation to ownership. And the athletes who understand this shift early may be positioning themselves to build portfolios that could outlast the applause—though with no guarantee of success.

In 2010, Stan Kroenke purchased the St. Louis Rams for $750 million. The team was playing in a municipal stadium under a lease arrangement, capturing game-day revenues but little else. At that time, the franchise ranked near the bottom of NFL valuations.

Kroenke — a real estate developer with decades of experience — recognized an opportunity that transcended football: control the infrastructure, control the economics.

In 2016, he relocated the franchise to Los Angeles and privately financed the construction of SoFi Stadium and the surrounding Hollywood Park development — a 298-acre, mixed-use district anchored by what would become one of the most expensive sports venues ever built. The total private investment exceeded $5 billion, with final costs reaching $5.5 billion, making it the most expensive stadium ever constructed.

The transformation involved substantial risk and capital deployment:

By owning the venue and surrounding real estate rather than leasing from a municipality, the ownership group gained access to multiple revenue streams previously unavailable, subject to market demand and operational execution:

The financial results, as publicly reported: By 2024, the Rams' franchise value had increased substantially, with some valuations placing it among the most valuable NFL franchises. Other teams playing in the same stadium as tenants have notably lower valuations — a gap attributable substantially to stadium ownership economics, though many factors contribute to franchise valuation.

The strategic observation: Infrastructure ownership may generate more enduring value than event participation alone, though this involves substantial upfront capital risk, development risk, market risk, and operational complexity. As sports real estate experts have noted, team owners and developers are increasingly pitching stadiums as wider developments that include entertainment, apartments and hotels — positioning them to control some of the most valuable real estate in their markets, where successful.

This case study draws from publicly reported information and represents a specific example of sports-anchored real estate investment. It is not affiliated with Momentous Sports and is provided for educational purposes only.

Direct Equity Participation
Some athletes are deploying capital alongside institutional investors in professional franchises, sports-anchored districts, media platforms, technology ventures, and consumer brands—subject to availability, qualification, and suitability determinations.

Platform Partnerships
Rather than transactional arrangements, select qualified athletes may align with seasoned operators to potentially gain exposure to recurring development fees, advisory income, or brand licensing streams, if any—though such arrangements involve execution risk and are subject to platform performance.

Athlete Syndicates
Collaborative groups of accredited investor athletes may pool resources and leverage collective influence to potentially access institutional-grade opportunities—though access does not guarantee returns and all investments remain subject to substantial risk.

Long-Term Alignment
Some athletes are gravitating toward diversified, reputation-sensitive platforms that may evolve from isolated transactions into multi-asset ecosystems with potential for sustained value creation—though there can be no assurance that such value will be realized.

As an LP in a single deal:
Your economic outcome is tied exclusively to that asset's performance and eventual exit. You bear investment risk but typically have limited control over operations or strategy.

As a fund or platform participant:
Your economic exposure may encompass multiple potential value drivers — which could include asset appreciation, development and advisory fees (if any), carried interest (if any), and brand licensing income (if any) — depending on structure and terms, though all such income streams are contingent on platform performance and are not guaranteed.

These arrangements can mirror GP-stake strategies common in institutional private markets, potentially offering diversification benefits, earlier cash flow opportunities (if any), and platform-level ownership rights — though results are highly dependent on execution quality, market conditions, and numerous other factors. Such structures also typically involve greater complexity, illiquidity, and risk than traditional LP investments.

Building or participating in a sports, media, or real estate platform typically demands:

Certain athletes may bring distinctive strategic assets to these platforms: brand equity, cultural influence, and community connectivity — assets which, in some cases, may enhance platform value and potentially unlock partnership opportunities that pure financial capital cannot. However, there is no guarantee that athlete participation will enhance platform performance or generate superior returns.

Most athletes invest in real estate. 

Very few understand what side of the table actually builds wealth.

For decades, athlete investors have defaulted to the safest seat: LP stakes, passive ownership, and limited influence. But the modern sports-capital ecosystem is shifting. The real leverage—the kind that compounds quietly in the background—sits with those who participate at the general partner level.

GP participation isn’t about taking more risk. It’s about taking the right kind of risk: the risk tied to judgment, alignment, and long-term value creation. The risk that gets rewarded not just for capital, but for insight, access, and involvement. The kind of asymmetric return profile most athletes have never been shown.

Momentous exists to close that gap.

We educate and connect athlete capital with institutional-grade opportunities across sports, entertainment, and real estate—each aligned with regulatory frameworks, compliance standards, and investor eligibility requirements. Our focus is simple: give qualified athletes a seat at the table where economics are created, not just distributed.

We provide:

• Platform-level partnership structures designed for athletes seeking multi-project exposure and the potential for GP-level upside.
• Curated institutional deal flow across sports infrastructure, media assets, and large-scale mixed-use development.
• Strategic frameworks that preserve and strengthen athlete brand equity while avoiding the common pitfalls of ad-hoc investing.
• Institutional infrastructure with adaptable models built for the unique constraints and goals of athlete investors.

Athletes exploring sports-related platform investing can request additional educational resources. Any investment consideration would require confidentiality, qualification, and full diligence.

The next era of athlete investing won’t be defined by who bought into real estate—
but by who understood how value in real estate is actually created.

You align with a sports‑anchored real estate platform that's developing multiple mixed‑use districts — each built around professional sports venues and incorporating residential towers, retail corridors, hospitality assets, and entertainment complexes.

As an athlete aligned with the GP structure, you may potentially:

Deal Access Evolution: Institutional capital is increasingly receptive to athlete-aligned partnerships as a strategic entry point into sports and entertainment.

Brand Monetization Potential: Athletes may contribute measurable enterprise value through brand recognition and media reach.

Platform Resilience: Multi-asset platforms have historically demonstrated potential for greater resilience across market cycles through diversified income streams and appreciation potential.

Lifecycle Planning: As athletes approach career transitions, shifting from "maximize earnings now" to "build ownership strategically" has become a central component of financial planning.

Sports capital flows into many investment vehicles.

What's becoming increasingly common:

What remains comparatively rare: A structure that combines athlete brand capital with platform‑level access and diversified exposure, creating alignment between influence and ownership—though such structures are complex, involve substantial risk, and are available only to qualified accredited investors who meet specific suitability criteria.

When structured with appropriate governance, professional oversight, and regulatory compliance, certain qualified athletes may have the opportunity to transition from transaction participants to platform participants—though such transitions involve assuming greater responsibility, risk, and complexity, with no guarantee of superior returns.

This newsletter is for informational and educational purposes only and does not constitute investment advice, an offer to sell, or a solicitation of an offer to buy any securities. All financial data presented represents historical performance of specific venues and should not be construed as indicative of future results. Past performance does not guarantee future results. Investment in sports venues and related assets involves significant risk, including potential loss of principal. The behavioral economics concepts discussed are based on academic research and historical case studies that may not apply to all situations or guarantee similar outcomes. No representation is made that any investment approach discussed herein will or is likely to achieve results similar to those shown. Any investment decision should be made only after careful consideration of all relevant factors and consultation with qualified financial, tax, and legal advisors. Momentous Sports and Magnolia Hill Partners make no representations or warranties regarding the accuracy or completeness of this information and disclaim any liability arising from your use of this information. This material has not been prepared in accordance with requirements designed to ensure unbiased reporting, and there are no restrictions on trading in the securities discussed herein prior to publication. For qualified accredited investors interested in learning more about our educational materials and investment approach, please contact us directly for a confidential discussion.