LIV Golf has reached an agreement with a new lead investor following the withdrawal of Saudi Arabia’s Public Investment Fund funding earlier this year. In the deal, the golfers are set to be majority equity holders of the league.

CEO of LIV Golf, Scott O'Neil, announced the deal this week, and it's signed and approved by the board. The investor's name and the dollar figure are still private, but the deal has been valued “between $250 million and $300 million… designed to sustain operations through at least 2030. More than 12 additional minority investor parties have also expressed interest in participating” (GolfPost).

In April, the Saudi PIF said it would stop funding LIV at the end of the 2026 season. Bankruptcy reports followed, along with stories of top players being unpaid. This deal is the league’s move at bouncing back from that.

Under the plan O'Neil is calling "LIV 2.0," players become the majority equity holders and the format shrinks to 10 team events with a set of "Five Team Majors."

PGA Tour players already hold equity through PGA Tour Enterprises after the Strategic Sports Group deal. The word “majority” is what’s doing the work for LIV.

LIV needed new capital and a reason for its best players to stay: the investor supplies the capital while the ownership stake is what keeps the stars.

Jon Rahm reportedly cost LIV around $500M to sign. If the deal closes in September, players like him stop being the league's most expensive contracts and start being its owners.

Derek Jeter is backing ALUM, a luxury hospitality company building private members' clubs and condo-hotels in college towns. The company was founded in 2021 and made its public launch on August 4, when it announced Jeter as brand ambassador, board advisor, and investor. The investor stake and the board seat are where the ownership sits. ALUM has its first development underway in Tuscaloosa and is eyeing Michigan, Ohio State, and Notre Dame.

8-year NBA veteran Mo Bamba announced he is opening a trading card shop in Austin. An athlete, popularized because of a song made by his friend, has spent his career run as a name printed on Topps and Panini cards, and now he owns the retail side of the hobby. The shop holds the inventory and the margin on singles, sealed wax, and grading.

JJ Watt designed Burnley FC's 2026/27 away kit, reviving a club crest worn from 1987 to 2009. He has been a minority owner of Burnley since May 2023; his design is him shaping a product he holds equity in. Burnley play in the Championship this season after relegation, and the kit is on sale through the club store now.

Victor Wembanyama's hydration brand BARCODE is being acquired by Axum Capital Partners, a Charlotte private equity firm buying a controlling interest. Wemby keeps his stake and stays on as a shareholder and strategic partner; the deal puts a price on equity he took in 2023 and gives the brand institutional capital. BARCODE was co-founded in 2021 by Kyle Kuzma, and Axum was co-founded by former NFL player Muhsin Muhammad, whose fund targets health and wellness brands. The deal is expected to close in the third quarter.

Four athletes, four modes of ownership built to last beyond their playing career across different fields: a card shop, a hospitality cap table, a football club, and a hydration brand.

While our platform has been around for almost a year, I am at loss for words with what we've experienced as a company the past month and a half...

The Athletes & Assets™ app has become the "business platform in your pocket" for now over 220+ notable professional across the U.S., U.K., and Poland.

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Backstage allows actors to find work independently.
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- Noah, Founder/CEO, Athletes & Assets™

ALOHA is a plant-based protein brand based in Colorado producing USDA Organic protein bars, shakes, and powders. Originally founded in 2013, the company was restructured in 2017 by CEO Brad Charron.

ALOHA is a Certified B Corp and has raised approximately $105M in total funding, including a $68M growth investment from SemCap Food & Nutrition in 2024. The company has surpassed $100M in annual revenue with strong growth across retail and DTC channels.

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