Deal Brief · Week of Oct 12
Tracking the deals shaping the business of culture.
Investments
Shai Gilgeous-Alexander joins Atlético Madrid’s ownership group
The reigning back-to-back NBA MVP and Finals MVP took a minority stake in Atlético Madrid, joining a group led by Apollo Sports Capital, which bought 55% of the LaLiga club in March. It puts SGA in a growing line of NBA stars buying into European football — LeBron with Liverpool, Durant with PSG.
Gerard Piqué and streamer Ibai Llanos lead a €3.75 million round in Plesh, a Barcelona chocolate snack startup, and join as co-founders
Plesh makes chocolate snacks with no added sugar and already sells through 3,000+ retail points in Spain, including Carrefour. Piqué backed the first round; this time he and Llanos take active roles across product, brand, content and community, alongside founders Jaume Betrian, Juan Umbert and Adrià Colominas. Marc Gasol and Rudy Fernández also invested in Plesh as part of their €1M funding round in 2024.
Brock Bowers and Oscar Delp become founding equity partners in HydroSport Max
The former Georgia tight-end teammates, now in the NFL, joined the sports-performance brand as founding equity partners, backing it to expand reach and launch new initiatives.
Darian Mensah takes an ownership stake in Floridian Spring Water
The Miami quarterback signed an NIL deal that includes equity in the family-run water company, which sources from Florida’s Crystal River aquifer and distributes across 190-plus stores in-state.
New ventures
Lewis Hamilton brings +44 and Almave to Southeast Asia with Marina Bay Sands
Timed to the Singapore Grand Prix, Hamilton partnered with Marina Bay Sands to launch his lifestyle brand +44 and non-alcoholic agave spirit Almave in the region. The +44 pop-up at The Shoppes carries a streetwear capsule designed with Singaporean artist Jahan Loh, and a zero-proof cocktail, The Lewis, runs across the resort’s restaurants.
Tracy McGrady launches the first-ever Girls’ ABCD Camp with adidas
McGrady and adidas Basketball hosted the first Girls’ ABCD Camp in Oakland, gathering 45 top high-school prospects for on-court work plus off-court programming — financial literacy led by Morgan Stanley, media training, and recovery sessions. Candace Parker led mentorship; every player received custom shoes. It extends the ABCD property McGrady revived earlier this year.
Brand endorsements
Anthony Edwards becomes PrizePicks’ first NBA brand ambassador
Edwards signed a multi-year deal as PrizePicks’ first NBA star ambassador. The company will work with Three Fifths Media — the production company he built with AE5 co-founder Justin Holland, who joins as a strategic advisor — and present his Believe That Awards, with support for his Don’t Follow the Wave foundation.
Macklin Celebrini joins lululemon as global ambassador
The Sharks center joined lululemon’s roster ahead of the NHL season, the second NHL player on it after Connor Bedard. Both are from the Vancouver area where the brand was founded; Celebrini grew up in North Vancouver wearing it in training.
Cooper Flagg unveils his signature logo with New Balance
The Mavericks rookie revealed his “CF” mark — pine-tree cutouts nodding to Maine, where he grew up 25 miles from New Balance’s Skowhegan factory — ahead of preseason games in Macao. It’ll appear on all his New Balance product.
Devin Booker becomes Stanley’s first NBA player partner
Booker launched a “Hidden in Plain Sight” collection with Stanley — tumblers, an insulated pet bowl, a lunchbox, and a party set, $40 to $150 — built around his off-court life around Flagstaff.
Just Ingredients adds seven pro athletes to its roster
Just Ingredients announced its partnering with seven new athletes: Rams quarterback and reigning NFL MVP Matthew Stafford, Eagles receiver DeVonta Smith, Bruins defenseman Charlie McAvoy, Sparks forward Dearica Hamby, Carolina Blaze pitcher Karlyn Pickens, Bucks guard AJ Green and Texans safety Reed Blankenship. The seven athletes join existing partners including MLB All-Star Bryce Harper and professional tennis standout Amanda Anisimova, as the brand continues to deepen its presence in professional and elite sports.
Roles and appointments
Los Angeles proclaims October 9 “Russell Westbrook Why Not? Day”
The LA City Council and Mayor Karen Bass recognized Westbrook’s 14 years of community work with a proclamation. He founded the Why Not? Foundation in 2012 and co-founded a South LA academy in 2021 serving middle and high school students.