In an era where athletes’ net worth often eclipses that of many clubs, the question isn’t if stars will invest in football—it’s where and how. The answer, increasingly, is ownership stakes in clubs, not fleeting endorsements or short-term ventures like restaurants or casinos. The shift reflects a convergence of financial pragmatism, legacy-building, and a desire to shape the future of the game they dominated.

Thibaut Courtois, the Belgian goalkeeper who spent a decade as the backbone of the Real Madrid defense, is the latest to join this elite club of player-investors. On February 19, 2026, Courtois announced his partnership with Le Mans FC, a Ligue 2 side in France, through his investment firm NxtPlay Capital. He’s not alone: Lionel Messi (PSG), Cristiano Ronaldo (Juventus, Manchester United), Sergio Ramos (Sevilla), and even retired legends like Zinedine Zidane (Real Madrid) have all taken similar steps. The pattern is clear—football’s stars are betting on football itself.

The Business Case: Why Clubs Over Casinos or Restaurants

The logic behind these investments is straightforward: football clubs are assets with proven upside. Unlike traditional businesses, clubs offer:

• Global brand value: Clubs like Manchester United or Barcelona generate billions in annual revenue from merchandise, broadcasting, and sponsorships. Even mid-tier clubs in Ligue 2 or Serie B can attract investment from global markets.
• Leverage for growth: Ownership stakes allow players to influence a club’s trajectory—whether through infrastructure upgrades, youth academies, or commercial partnerships—while sharing in the financial rewards.
• Tax efficiency: Many countries offer favorable tax treatments for sports investments, and clubs often qualify for public funding or government grants for stadiums and community programs.
• Legacy security: A club’s name and history outlast individual careers. Messi’s stake in PSG or Ronaldo’s involvement with Manchester United ensures their legacy extends beyond retirement.

Compare this to a restaurant or nightclub, where returns are tied to local trends, real estate cycles, and operational risks. A club, by contrast, is a global asset with built-in fanbases, broadcasting deals, and commercial ecosystems.

Le Mans FC: A Case Study in Player-Driven Investment

Courtois’ move to Le Mans FC is part of a broader trend of high-profile investors—including tennis star Novak Djokovic and F1 drivers Felipe Massa and Kevin Magnussen—backing the French club. The project is often compared to Wrexham AFC, the Welsh club co-owned by Hollywood stars Ryan Reynolds and Rob McElhenney, which demonstrated how celebrity capital can transform a struggling club.

Le Mans, currently competing in Ligue 2, is targeting promotion to Ligue 1 within five years. Courtois’ role isn’t just financial; he’s leveraging his global reputation to attract sponsors, and partners. The club’s statement highlights his on-and-off-field experience, positioning him as a bridge between the sport’s elite and grassroots development.

A Trend Decades in the Making

The idea of players owning clubs isn’t new. In the 1990s and early 2000s, stars like Eric Cantona (Leeds United) and Zinedine Zidane (Real Madrid) took ownership stakes. But today’s wave is different: it’s scalable, global, and tech-driven.

1. 2012: PSG acquires Lionel Messi’s first stake (officially announced in 2023 as he nears retirement).
2. 2018: Cristiano Ronaldo becomes a minority shareholder in Juventus and later Manchester United.
3. 2021: Sevilla FC announces Sergio Ramos as a future investor.
4. 2023: Wrexham AFC becomes a cultural phenomenon, proving celebrity capital works.
5. 2026: Thibaut Courtois joins Le Mans FC; reports emerge of other stars eyeing stakes in Flamengo (Brazil) and Al-Hilal (Saudi Arabia).

The Numbers Behind the Trend

Investing in a football club isn’t a get-rich-quick scheme. The returns are long-term, and the risks are real. Here’s what the data shows:

For context, the 2025 Deloitte Football Money League values the top 20 clubs at a combined $80 billion. Even a 1–2% stake in a mid-tier club can yield significant returns if the club ascends in its league or secures lucrative broadcasting rights.

Beyond the Balance Sheet: Legacy and Influence

Money isn’t the only driver. Players like Courtois, Messi, and Ronaldo understand that owning a club gives them control over their narrative. They can:

• Shape youth development: Courtois’ involvement in Le Mans’ academy ensures his name is tied to nurturing talent, not just defending in Champions League finals.
• Influence club culture: Messi’s stake in PSG has reportedly helped modernize the club’s commercial strategy, aligning it with his global brand.
• Advocate for change: Players with ownership can push for reforms in player welfare, sustainability, or even governance (e.g., pushing for greater player representation in FIFA or UEFA).
• Create employment: Clubs are engines for local economies. Courtois’ investment in Le Mans could generate jobs in Normandy, from stadium staff to community programs.

“Football is my life. If I’m going to invest, I want to invest in something I understand—something that can grow and give back to the game.”
—Thibaut Courtois, February 2026

Not Without Controversy

Critics argue that player ownership could lead to:

• Conflict of interest: What if a player’s club competes with their former team? (Example: Messi’s PSG vs. Barcelona in UCL.)
• Short-termism: Investors may prioritize quick wins (e.g., signing star players) over long-term development.
• Overvaluation: Clubs like Wrexham have seen their market value surge based on hype, not always fundamentals.
• Regulatory hurdles: Many leagues have strict ownership rules to prevent conflicts (e.g., FIFA’s Club Licensing Benchmarks).

UEFA and FIFA are monitoring the trend closely. In 2025, the governing bodies introduced new transparency rules requiring clubs to disclose all ownership stakes over 5%, including those held by players or former players.

What Comes Next?

The trend is accelerating. Here’s what to watch:

1. More “celebrity clubs”: Expect former stars to launch or invest in clubs in emerging markets (e.g., India, USA, or Saudi Arabia’s Pro League).
2. Tech and data integration: Players with backgrounds in tech (like Messi’s Messi Dribble venture) will push clubs to adopt AI, analytics, and fan engagement tools.
3. Player welfare focus: Owners with firsthand experience (e.g., Courtois, Ramos) may advocate for better contracts, medical support, and mental health resources.
4. Hybrid models: Clubs may offer “player equity” programs, allowing retired stars to earn royalties based on club performance (similar to NFL players investing in teams).

One thing is certain: the days of players retiring to open restaurants or golf courses are fading. The new generation of stars is writing a different script—one where their wealth isn’t just spent on football, but invested in it.