The Federer Model: Equity and Endorsement
- Influence
- Jun 26
- 2 min read
Updated: Jul 14
From Federer’s On deal to Mbappé’s SailGP investment
– athletes are becoming long-term shareholders, not short-term billboards
A new era of athlete-driven influence is reshaping the business of sport. No longer content with simply lending their image to a brand, top athletes are now negotiating equity stakes, launching ventures, and investing in teams – taking control of their financial legacies and long-term impact. This shift marks the rise of the “Federer Model”: a blueprint where endorsement meets ownership.
Roger Federer’s 2019 investment in Swiss sportswear company On Running was a pivotal moment. Rather than just wear the brand, Federer bought a 3% stake and co-created his own line of shoes. The result? On’s global visibility soared, culminating in a successful IPO that reportedly earned Federer more than his entire tennis career.
This equity-driven model is catching on. Kylian Mbappé, one of football’s most marketable talents, is now translating his influence into strategic investments. His Interconnected Ventures recently backed France’s SailGP team via Coalition Capital, giving him a stake in the elite sailing league. Simultaneously, his ‘Inspired by KM’ foundation will serve as the French team’s charity partner – aligning business with purpose. Mbappé has also invested in lifestyle and tech brands like Loewe and Wristcheck, and even acquired a share in Ligue 2 club Caen.
This shift extends far beyond individual deals. In the U.S., athletes like Serena Williams and Coco Gauff are investing in women’s sport, with Williams taking a stake in the WNBA and Gauff advocating for athlete-led ownership. Meanwhile, NFL stars like Tom Brady and J.J. Watt have bought into English football clubs, underscoring a broader trend of athlete-owners with transatlantic reach.
Equity allows athletes to go beyond endorsements – to shape the culture, values and direction of the brands and teams they believe in. And for those playing the long game, it offers financial returns that can far outlast a playing career.