Why Athlete IP Is the Real Power Play
When people talk about athletes, the conversation often centers around performance – goals, trophies, numbers. But some of the most important moves aren’t made on the pitch. They’re made off it. There’s another game being played, and that’s the game of ownership. Here’s what Christine Diepstraten has to say about the power of athlete IP.
Today, athletes aren’t just competitors. They’re cultural figures, media brands, investors, and entrepreneurs. Their name, image, voice, story, and style carry value far beyond match day. And that value is protected and grown through one powerful concept: IP – intellectual property.
The Power of IP
Intellectual property includes everything that makes an athlete marketable: name, image, likeness, signature style, personal story, even a signature celebration. It’s what fuels endorsement deals, documentaries, fashion collaborations, or personal platforms. And it can be owned and monetized – by the athlete, or by others, if no one’s paying attention.
Too often, IP rights are signed away in contracts without second thought. Athletes and their teams focus on short-term performance deals, not long-term brand building. Once it’s gone, it’s hard to get back. And that can mean missing out on long-term opportunities, like building your own brand, launching a product line, starting a media platform, or simply getting paid every time your face appears on something.
The smartest athletes – and the smartest people around them – see IP for what it really is: an asset class.
Inspired by the American Mindset
There’s long been a different approach in the U.S., where athletes often operate with a business-first mindset. One of the clearest examples is LeBron James.
LeBron has built an empire – not just by being great at his sport, but by surrounding himself with a strong team, taking ownership of his image, launching IP-driven companies, and telling his own story. He’s not just an athlete. He’s a brand owner, media executive, and investor.
This mindset – thinking long-term, building strategically, leveraging and protecting your IP – is now starting to gain ground in Europe too. I clearly see the shift of more athletes waking up to the power of IP and brand ownership.
- Lewis Hamilton has expanded his influence far beyond Formula 1. Through Project Forty Four – his personal company – he oversees a growing portfolio that spans fashion, film, sustainability, and motorsport innovation. He’s also launched his own non-alcoholic spirit, Almave, and founded Mission 44, a charitable foundation focused on empowering young people from underrepresented backgrounds.
- Inspired by athletes like LeBron James, Kylian Mbappé is building a purpose-driven business empire through Interconnected Ventures, with a focus on long-term impact, cultural relevance, and brand control. He launched Zebra Valley, a production company creating content across sports, music, and gaming for younger audiences, and became the majority owner of SM Caen – a move that blends strategy with personal history. He’s also invested in German tech brand Loewe, and joined the French SailGP team, stepping into the high-speed world of competitive sailing. Mbappé isn’t just planning for life after football – he’s actively shaping it.
- Héctor Bellerín is a great example of how athletes can build meaningful IP around personal values. Known for his passion for sustainability, Bellerín has partnered with ethical fashion brands, invested in environmental causes, and positioned himself as a voice in climate-conscious conversations in football. In 2020, he partnered with One Tree Planted and pledged to plant 3,000 trees for every Arsenal win – contributing to reforestation in the Amazon. He also became a shareholder in Forest Green Rovers – the world’s first carbon-neutral football club – aligning his business interests with his personal mission. By leaning into who he is off the pitch, Bellerín has shaped a brand and IP that’s authentic, future-focused, and commercially valuable.
And here’s the truth: you don’t have to be the biggest star or highest earner to start doing this. An athlete just needs the right mindset, the right team, and a long-term view.
Strong Brands Are Built by Strong Teams
Athletes who build lasting brands don’t do it alone. Behind every smart move is a team: a legal counsel that knows how to negotiate IP clauses, a strategist who understand brand positioning, and partners who look beyond the next season.
For clubs, sponsors, and agents, this shift matters too. Athletes who manage their IP well bring more to the table. They co-create campaigns, draw loyal audiences, and open new commercial doors – not just during their careers, but long after.
The Real Question
The question isn’t whether athletes can own and grow their IP. It’s whether athletes and their teams are thinking strategically enough to do it. Now is the time for agents, lawyers, clubs, and brands to rethink the athlete relationship, not just as representation, but as brand building.
So, What’s Next?
Athletes (and their teams) should start asking themselves the right questions:
- What do my contracts actually say about my IP?
- What opportunities align with who I am – not just as an athlete, but as a person?
- How can I build something that lasts well beyond my playing career?
- Do I have the right people around me to help shape and build my long-term vision?
You don’t need all the answers today. But you do need to start asking. That’s how awareness starts – and where real strategy takes shape. Because the athletes who own their story – not just live it – will lead the next era of sport.
Life after football doesn’t begin at the final whistle. It begins with clarity, intention, and identity built during the game.
About Christine Diepstraten
Christine Diepstraten helps athletes take ownership of their identity and influence – turning it into a long-term asset on and off the pitch.
She has advised leading athletes, clubs, and global brands across the sports and entertainment industry, bringing deep expertise in law, dealmaking, and IP strategy. Through New Narrative, Christine works with athletes and their teams to build and protect personal brand equity – through smart IP structuring, strategic storytelling, high-impact partnerships, and business ventures beyond the game.
Her approach blends legal precision with commercial vision, empowering clients to build not just successful careers, but enduring legacies.
Ready for More?
Christine will be sharing a series of blogs in the coming months that dive deeper into this space, spark new thinking, and hopefully help shift the conversation around athlete IP and brand building – right here on Life After Football.
From bold investments to exciting partnerships — discover more stories about game-changing business ventures here.
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