In the past, football club ownership was largely the domain of local business magnates, lifelong fans, or international investors seeking prestige and profit. Today, that landscape is changing. Increasingly, famous athletes, Hollywood stars, musicians, and influencers are becoming part of the ownership groups behind football clubs, bringing with them not just capital, but commercial clout.
These high-profile figures don’t just sit in the boardroom. They unlock a new level of visibility, global reach, and brand potential that traditional owners often can’t match. In an age where attention is currency, that’s a powerful asset.
Here’s how and why it works.
Star Power That Translates to Sponsorship
When a globally recognised personality invests in a football club, sponsorship conversations change overnight. Brands aren’t just associating with a team anymore, they’re tapping into the media profile, personal following, and influence of a household name.
These celebrity investors help clubs punch above their weight in the commercial market. Shirt sponsors, kit manufacturers, and even local partners benefit from the added global interest. The club suddenly becomes a more appealing proposition, not just for fans, but for brands who want relevance, reach, and pop culture cachet.
Let’s look at some real-life examples.
Real-World Examples of Famous Ownership and Their Impact
Ryan Reynolds and Rob McElhenney – Wrexham AFC
The gold standard of modern celebrity football ownership. Since acquiring Wrexham in 2021, Reynolds and McElhenney have transformed the club into a global phenomenon. The FX/Hulu documentary Welcome to Wrexham reached millions and turned a small Welsh club into a worldwide brand.
Commercial impact:
- Gained global sponsors like Expedia, Vistaprint, and TikTok
- Attracted sold-out U.S. summer tour fixtures
- Massive merchandise boom, including U.S. distribution deals
- New shirt deals and sponsorship valuations that far outstrip the club’s league status
Tom Brady – Birmingham City
In August 2023, NFL legend Tom Brady became a minority owner in Birmingham City through Knighthead Capital. His role includes leadership in health, nutrition, and recovery programs—but commercially, the announcement alone drove media coverage far beyond what the club had seen in years.
Impact:
- Global headlines and media coverage
- Attracted interest from brands aligned with Brady’s personal image (e.g. wellness, performance tech)
- Elevated the club’s visibility in the U.S. and Asia
Luka Modrić – Swansea City
In a surprise 2024 move, Real Madrid star Luka Modrić joined the ownership group at Swansea City, a club seeking to return to the Premier League. Modrić’s involvement sparked immediate buzz and speculation around future Croatian sponsorship opportunities and partnerships in La Liga and the Balkans.
Impact:
- Reinforced the club’s credibility and ambition
- Opened doors to new markets
- Made Swansea more attractive to European sponsors and player talent
JJ Watt – Burnley FC
The former NFL defensive star, along with his wife Kealia Watt (a former U.S. women’s national soccer team player), invested in Burnley FC in 2023. The club, returning to the Premier League at the time, used the buzz to increase U.S. media presence and attract American sponsors.
Impact:
- Partnership with U.S. lifestyle brands and broadcasters
- Surging U.S.-based social media engagement
- Enhanced club narrative around elite performance and athleticism
Rihanna and A$AP Rocky – Tranmere Rovers (Rumoured)
While not yet confirmed, rumours of Rihanna and A$AP Rocky showing interest in investing in Tranmere Rovers sparked significant speculation. The idea alone generated a flurry of media coverage and trended across social platforms, proof that even rumour of celebrity involvement can lift a club’s visibility.
Potential impact:
- Connection to fashion and music brands
- Social media reach in the hundreds of millions
- Positioning the club as culturally relevant, not just athletically competitive
Gareth Bale – Plymouth Argyle (Rumoured)
Another rumour circulating is that Welsh icon Gareth Bale could become involved with Plymouth Argyle. His existing endorsements and national hero status in Wales would create strong alignment with regional sponsors, while also raising Plymouth’s visibility across Europe.
LeBron James – Liverpool FC (England)
In 2011, NBA superstar LeBron James purchased a 2% stake in Liverpool FC through a partnership with Fenway Sports Group. While initially worth around $6.5 million, his stake has appreciated dramatically alongside Liverpool’s rise in global stature, reportedly valued at over $50 million in recent years. LeBron has also featured in Nike x Liverpool crossover campaigns, aligning two powerful global brands.
Will Ferrell – Los Angeles FC (USA)
Actor and comedian Will Ferrell is one of several high-profile investors in MLS side LAFC, alongside other names like Magic Johnson and Reddit co-founder Alexis Ohanian. LAFC’s celebrity-backed ownership has helped the club generate some of the highest commercial revenues in the league, with a strong fan culture and consistent social media engagement.
Naomi Osaka – North Carolina Courage (USA)
Tennis champion Naomi Osaka became part-owner of NWSL club North Carolina Courage in 2021. Her involvement drew attention to women’s football in the US and helped expand the club’s appeal, especially among younger and international fans.
Patrick Mahomes – Sporting Kansas City (USA)
NFL MVP and Super Bowl-winning quarterback Patrick Mahomes became a minority owner of MLS side Sporting Kansas City in 2020. His involvement boosted the club’s profile regionally and nationally, and he’s also actively participated in matchday events and fan outreach.
Tony Parker – Olympique Lyonnais Féminin (France)
Former NBA player Tony Parker joined the ownership group of Lyon’s women’s team, one of the most successful in the world. His involvement aligns with his long-term interest in sports ownership and has helped bring additional visibility to women’s football in France and beyond.
David Beckham – Inter Miami CF (USA)
Though not a minority investor, Beckham’s founding role in Inter Miami is perhaps the most high-profile example of celebrity influence in club ownership. His star power helped attract global names like Lionel Messi and Sergio Busquets, as well as major commercial partners including Adidas, Apple TV+, and Chase Bank.
Ronaldo Nazário – Real Valladolid (Spain)
The Brazilian World Cup winner purchased a controlling stake in Real Valladolid in 2018. Since then, he’s helped modernise the club’s commercial operations, bring global attention to a modest La Liga side, and launch new international branding initiatives.
Gerard Piqué – FC Andorra (Spain)
Former Barcelona defender Gerard Piqué’s company, Kosmos Holding, acquired FC Andorra in 2018. Under his leadership, the club rapidly progressed through the Spanish football pyramid and became a testbed for modern sports business ideas, including content production, fan engagement, and unique partnerships.
Ryan Babel – Eyüpspor (Turkey)
Dutch international Ryan Babel became a shareholder in Turkish second division side Eyüpspor in 2023. His goal was to contribute both as a player and investor, helping to elevate the club’s commercial profile and on-field performance.
How These Deals Are Structured
When celebrities invest in football clubs, they’re rarely buying controlling stakes. Instead, these deals are typically structured around minority ownership, often below the 10% mark. But what they lack in equity, they make up for in strategic influence and media value. Clubs aren’t just selling shares, they’re bringing in partners who come with ready-made global audiences, personal brands, and built-in PR engines.
These ownership roles often come with brand ambassador responsibilities baked into the agreement. That might mean participating in digital content campaigns, lending their face and voice to club marketing initiatives, or making high-profile appearances at key events. In many cases, these individuals aren’t just passive investors, they’re active contributors to the club’s public image.
Some are also given board-level involvement, either formally or in advisory roles, especially in areas where they have unique expertise. Tom Brady, for example, contributes to Birmingham City’s performance and nutrition strategy. JJ Watt is vocal about club culture and fan engagement at Burnley. These roles allow celebrities to add value beyond publicity, helping clubs build long-term strategy in areas like international growth, player wellness, or community relations.
There’s also a strong focus on activation during marquee moments, season launches, kit reveals, major sponsorship announcements, and international tours. Having a famous owner attend or feature in such moments dramatically increases their reach and commercial value.
In short, the structure is rarely about decision-making control. Instead, it’s a strategic partnership where a small equity stake unlocks enormous media pull, global reach, and brand elevation. For clubs, especially those outside the top tier, this is often a highly efficient trade: a modest slice of ownership in exchange for influence, attention, and opportunity.
What Clubs Gain (Beyond the Obvious)
The commercial upside of celebrity ownership goes far beyond simple name recognition. These partnerships can unlock tangible financial and strategic benefits that help clubs grow their brand, attract better sponsors, and scale their operations faster.
Sponsorship Upside
One of the clearest benefits is the ability to attract more prestigious, premium sponsors. Brands are drawn to stories, visibility, and alignment with influential figures. A club that previously struggled to secure high-profile sponsorships can suddenly become a more desirable commercial partner simply because a global icon is now on the ownership team. Sponsorship values often increase because campaigns featuring the celebrity owner carry broader reach and stronger engagement.
Global Fan Growth
Celebrity owners help clubs tap into entirely new fanbases, often across different countries and demographics. Ryan Reynolds and Rob McElhenney turned Wrexham into a U.S. fan favourite. JJ Watt brought NFL fans into Burnley’s orbit. This globalisation expands the club’s relevance well beyond matchdays, it fuels merchandise sales, digital content engagement, and international sponsorship opportunities.
Cultural Relevance
In the modern attention economy, football clubs are competing not just with other teams, but with Netflix, TikTok, fashion brands, and lifestyle content. Celebrity owners give clubs access to pop culture moments, helping them stay visible on social media, appear in lifestyle publications, and trend in unexpected places. That kind of relevance helps clubs stay front-of-mind for younger audiences and non-traditional fans.
Media Coverage
The ripple effect of celebrity involvement leads to exponentially greater media exposure. Publications like Forbes, GQ, ESPN, and Variety, which don’t typically cover lower-league or mid-table clubs, start paying attention. Every transfer, sponsorship, or strategic update becomes a potential story. That constant media presence builds brand equity and reinforces the club’s commercial appeal.
Merchandise Boom
Lastly, fanwear and merchandise benefit massively. When a celebrity is photographed wearing club colours or even just associated with the club, demand spikes. Shirt sales increase. International orders grow. Even accessories like scarves, training kits, and limited-edition collaborations see elevated interest. Beyond basic fandom, it becomes fashion and lifestyle.
Final Thoughts: The ROI of Fame
For clubs outside the elite European tier, the pathway to growth often hinges on storytelling, visibility, and community. Celebrity involvement supercharges all three.
These partnerships form smart commercial strategies beyond simple PR stunts. A-list names give clubs access to brand dollars, new fanbases, and storytelling platforms that used to be out of reach.
In a modern football economy where media relevance often trumps on-pitch success, a strategic celebrity owner can do more for a club’s sponsorship potential than promotion ever could.
The lesson is that in today’s game, fame isn’t just a side effect of football, it’s part of the business model.