Athletic Brewing announced multi-year partnerships with Drake Maye and Dak Prescott, the day the NFL season kicked off. Both quarterbacks join as athlete-owners, each holding a stake in the business alongside the marketing agreement, in which they will lead a social campaign called "Athletic Fits".

The company raised $50 million in a 2024 round led by General Atlantic at a valuation of roughly $800 million. They held more than 50% of the US non-alcoholic craft beer market in the past year (NielsenIQ), and their products reach more than 75,000 retail locations and 200 venues.

Bill Shufelt and John Walker founded the company in 2017 and opened the first US brewery dedicated to non-alcoholic beer in Stratford, Connecticut the following year. JJ Watt, Justin Tuck, and Naomi Osaka are some of the athletes already on the investor list.

Prescott said he has become "increasingly intentional about the opportunities I pursue," while Maye pointed to the company's "growth story and challenger mindset."

Equity in a category growing 22% a year in sales is worth more over 10 years than an appearance fee for one campaign, but Maye and Prescott just signed on to get paid from both.

Chris Paul and Genius Sports have collaborated to launch a new “athlete-led sports media company”, with Paul set to host its first show. The production includes Paul's Ohh Dip!!! Entertainment and Connor Schell's Words + Pictures. The plan includes original programming around athlete and creator perspectives, using Genius Sports data and AI, set to air by the end of the year.

Schell has production credits in The Last Dance and ESPN's 30 for 30, and will run the production for this show. Genius Sports handles commercialization exclusively, selling brand partners into the programming and the company's wider media reach.

Paul's position here comes from an asset he already built in Ohh Dip!!! Entertainment. It became a joint venture with Words + Pictures, which holds a minority stake in the company, while Chris and his brother CJ hold majority ownership.

Genius Sports works with more than 1,000 sports organizations across 150 countries, including the NFL, the WNBA, and the Premier League, and carries a market cap near $2 billion.

Paul retired in February after 21 seasons, 12 All-Star selections, and second place all-time in assists and steals. Seven months later, he is a founding partner in a company that will sell ads around his own show.

Most retired stars take the analyst chair. Paul took a piece of the business selling the ads.

Professional Basketball Player Matthew Ryan has become a long term brand ambassador in rising supplement brand HoopFuel Nutrition.

Instead of taking cash, Matt smartly decided to opt in a multi-year equity deal.

Basketball drives culture. Out of all the supplement brands fighting for position in the hoops space, few are basketball-focused.

This niche is where William Custis, Founder/CEO is thriving in. From youth sports to NBA athletes, we've seen at Athletes & Assets™ a variety of spaces where HoopFuel is being adopted.

It starts in the kitchen, and ends up at the gym. And it takes a gym rat to appreciate the potential of where the brand can go. That's why I'm excited that Matt and Will have partnered up.

More long term partnerships to be announced soon. If you're on the application waitlist as an athlete or brand, we will get back to you as soon as possible.

- Noah

The number one ranked pickleball player in the world, Anna Leigh Waters, turned pro in 2019 at 12 years old and won a title that same year, making her the youngest champion in pro pickleball history. She now holds the world No. 1 ranking in singles, doubles and mixed doubles, with 181 career gold medals and 39 triple crowns.

The New Jersey Fives beat the St. Louis Shock to win the 2026 MLP Championship, the first in franchise history. Waters has 193 career titles and ranks this one in her personal top 10, calling it the one trophy missing from her collection.

Off the court, January was the bigger month for her business. She became the first pickleball athlete on Nike's global roster, covering apparel and footwear at every event she plays. Five days earlier she signed a long-term deal with Franklin Sports that includes co-designing a signature line of paddles, bags and accessories. She's been competing with a question mark paddle since, and she plans to debut the new one at the North Carolina event.

Check out our conversation with her from last year.