Deal Brief · Week of Sep 14
Tracking the deals shaping the business of culture.
Investments
Joel Embiid, Malik Monk, and Taijuan Walker back floating nuclear reactors
Bluecore Energy closed a $50M seed led by Silverton Partners, with NBA players Joel Malik Embiid, Monk, and MLB pitcher Taijuan Walker joining as strategic angels. The company builds compact water-cooled nuclear reactors on barges — floating power plants for ports, data centers, and waterfront infrastructure. Headquartered inside the Port of Long Beach, it’s already secured a terminal, taken delivery of barges, and brought in a test reactor. Kevin Hart’s HartBeat Ventures and Simu Liu’s Markham Ventures are also in.
Ronaldo and Roberto Carlos take an 80% stake in Inter de Limeira
The two Brazil legends are part of an investment group that secured 80% of Inter de Limeira, a Série C club that hasn’t played in Brazil’s top flight since 1990. The consortium — led by executive Enrico Ambrogini and including a Saudi prince — is targeting a climb to Série A within eight seasons. Founded in 1913, Inter were the first club from outside São Paulo city to win the Paulistão.
A-Rod backs menswear brand Jack Archer
Rodriguez made a direct investment in Jack Archer, the menswear brand built around its Jetsetter Tech Pant — adding to exposure A-Rod Corp already held through OpenStore’s 2022 acquisition of the brand, as it expands product and retail.
Dak Prescott and Drake Maye become athlete-owners of Athletic Brewing
The non-alcoholic brewer signed both quarterbacks to multi-year partnerships with equity stakes, starting with its “Athletic Fits” campaign. They join an athlete-owner roster that includes JJ Watt, Lance Armstrong, and Naomi Osaka.
Kendall Jenner takes an equity stake in Trip
Jenner acquired a stake in Trip, the London CBD drinks and supplements brand, and becomes global ambassador on its new campaign. A Coefficient Capital-led Series A last November valued Trip above $300M. She joins a cap table that already includes Joe Jonas and Rosie Huntington-Whiteley.
Gillian Anderson invests in women’s football vehicle Crux Football
Anderson backed Crux Football, a multi-club ownership vehicle built exclusively for the women’s game. Crux owns Montpellier Féminines and co-owns Sweden’s FC Rosengård, with a cap table that includes former Netflix executive Cindy Holland and a Player Investor Collective of Abby Wambach, Julie Foudy, and Sue Bird.
CatGPT takes an equity stake in Smooth Media
Creator Cat Goetze — CatGPT — took an equity stake in Smooth Media as she joined as strategic adviser, becoming the first outside shareholder in the firm that represents her and 70-plus other creators.
New ventures
Steven Bartlett and Authentic launch OBSN, with up to $400M to deploy into creator businesses
Bartlett’s Steven.com and Authentic Brands Group launched OBSN — short for “Obsession” — a venture built to turn large creator audiences into durable media companies and consumer brands, with plans to deploy up to $400M over the coming years.Steven.com brings media, data, and audience growth, Authentic brings the brand-building, licensing, and distribution machine behind Reebok, Champion, and the likenesses of Shaq and David Beckham.
Jalen Brunson launches family-owned brand advisory firm Thirty Third Management Group
Brunson and his family launched a New York-based advisory firm to manage his off-court business and represent clients across sports, business, and philanthropy. His mother Sandra is president after eight years running his off-court business; his sister Erica leads client services.
Chris Paul launches an athlete-led media company with Genius Sports
Paul launched a new athlete-led media company — a JV between his Ohh Dip!!! Entertainment and Schell’s Words + Pictures, with Genius Sports as exclusive commercialization partner. Paul brings his production company; Schell, who produced The Last Dance and ESPN’s 30 for 30, runs production; Genius brings AI-powered tracking data across the WNBA, EPL, and 1,000-plus sports organizations.
Shareef O’Neal debuts his first sneaker as SHAQ Brand creative director
O’Neal debuted “Shareef by Shaq” during New York Fashion Week — his first collection as the brand’s creative director. The design is personal: a zipper referencing the scar from his open-heart surgery, an open-heart “R” logo, and four snaps nodding to the heart’s chambers and Shaq’s four titles.
Pusha T and Pharrell launch Grindin’ Coffee with Lavazza
The pair launched a two-blend coffee line made with Italian roaster Lavazza, sold exclusively through GrindinCoffee.com — a dark roast and a medium, offered as ground or whole bean.
Brand endorsements
Isaiah Johnson becomes the first NIL signing for Li-Ning’s Way of Wade
The Texas point guard is the first athlete to sign an NIL deal with Dwyane Wade’s Li-Ning sub-brand.
Tee Higgins joins Under Armour’s football roster
The Bengals receiver joined UA across footwear, apparel, and accessories, featuring in the brand’s WE LOVE FOOTBALL series. He joins Justin Jefferson, DeVonta Smith, and Cam Ward.
Nike signs 18 Alabama athletes to Blue Ribbon Elite NIL deals
Nike added 18 Crimson Tide athletes across eight sports to its Blue Ribbon Elite roster, deepening a three-decade partnership. The program runs past logo placement into campaigns, product, and creative direction.
Mandy Moore becomes ABCmouse’s first celebrity partner
Age of Learning signed Moore to front ABCmouse’s back-to-school campaign — the first celebrity spokesperson in the app’s 15-year history.
Rhode launches a collection designed with Alexandra Leclerc
Rhode dropped a limited-edition collection with Alexandra Leclerc, built around three mini Pocket Pearls — a portable twist on its bestselling Pocket Blush — plus charm accessories and a new Peptide Lip Tint shade.
Media deals
Jake and Logan Paul land a fight competition series at Hulu and ESPN
Hulu and ESPN greenlit a fight competition series from the Paul brothers, produced by Brent Montgomery’s Wheelhouse and Jake’s Most Valuable Promotions. Fighters split into rival teams coached by each brother, with eliminations settled by a fight across six disciplines. Casting is open now, production slated for 2027.
Bart Scott and Willie Colon launch The Bart & Willie Show
The two former Jets launched a twice-weekly NFL show with Playmaker, new episodes Mondays and Fridays. The pair have worked together for years on SNY’s Jets Post Game Live.
Roles and appointments
Taj Gibson joins the Chicago Bulls as an assistant coach
Gibson joined the Bulls’ staff under new head coach Tiago Splitter, beginning his coaching career after 17 NBA seasons and 1,012 games across eight teams.
The real headline in this whole brief isn't any single deal, it's the pattern. Dak Prescott and Drake Maye took equity instead of just an endorsement check from Athletic Brewing. Kendall Jenner took a stake in Trip instead of a flat ambassador fee. CatGPT became a shareholder in the agency that represents her. Every one of these athletes and creators chose ownership over a bigger paycheck. That's the actual trend worth copying, not any individual brand name.
What a busy week!