The worlds of elite basketball and football are becoming increasingly connected. As NBA salaries, endorsement income and athlete-led investment companies have expanded, prominent players have begun purchasing minority stakes in football clubs, gaining exposure to a global industry with valuable media rights, property and commercial opportunities.
LeBron James set the ownership template
LeBron James is the best-known example of an NBA player investing in European football. In 2011, he received a reported 2% interest in Liverpool FC through his relationship with Fenway Sports Group, commonly known as FSG. The investment was reportedly valued at approximately $6.5 million at the time.
In 2021, James converted his direct Liverpool interest into a stake in FSG itself. That gave him exposure not only to Liverpool but also to a portfolio that includes the Boston Red Sox, Pittsburgh Penguins and RFK Racing.
James has also worked with Liverpool on branded merchandise, illustrating how an athlete-investor can contribute more than capital. His international profile gives the club another connection to basketball audiences, streetwear consumers and the North American market.
Kevin Durant has built a transatlantic portfolio
Kevin Durant joined the investor group at Philadelphia Union in 2020. His involvement provided an NBA superstar with a foothold in Major League Soccer while giving the Union access to his business experience and extensive digital following.
Durant subsequently became linked with Paris Saint-Germain through an investment in Arctos Sports Partners, the private investment group that acquired a minority position in PSG. The arrangement represented a different ownership model from buying shares directly in one club, but it still connected Durant financially with one of Europe’s most commercially powerful football organisations.
His interest is understandable. PSG combines elite competition with fashion, entertainment and international marketing, areas closely aligned with Durant’s own business activity.
Giannis Antetokounmpo joined Nashville SC
Giannis Antetokounmpo became a minority investor in Nashville SC in 2023 alongside his brothers Thanasis Antetokounmpo, Alex Antetokounmpo and Kostas Antetokounmpo. Their decision had a significant personal element because their late father, Charles, had played football in Nigeria and Germany.
The investment also made geographical sense. Giannis has spent his NBA career with the Milwaukee Bucks, giving him an established connection with American sports audiences in the region. Nashville, meanwhile, represents a growing football market with a modern stadium and an increasingly recognisable identity.
