Celebrities and billionaires increase investments in European football clubs

High-profile figures including Lionel Messi, Thomas Müller, Mats Hummels, and Jeff Bezos are increasingly investing in European football clubs. This trend marks a shift from the era of ‘sugar daddy’ investors, who sought social prestige, toward investors seeking economic returns through asset value appreciation.

Recent notable moves include Müller and Hummels reportedly acquiring the Portuguese top-flight club Estrela Amadora for approximately 40 million euros. Lionel Messi is nearing the acquisition of the Spanish second-division side CD Eldense, adding to his existing ownership of UE Cornella. Jeff Bezos also holds a stake in FC Liverpool.

Despite the influx of capital, football clubs remain unique investments. Unlike major corporations, such as DAX-listed companies that report multi-billion euro profits, football clubs often prioritize sporting success and economic stability over maximum profit generation. For example, FC Bayern Munich reported a profit of 27 million euros for the 2024/25 period.