Fanatics brand is seen on the dugout wall earlier than the sport between the Pittsburgh Pirates and the Milwaukee Brewers at PNC Park on July 3, 2022 in Pittsburgh, Pennsylvania. (Picture by Justin Berl/Getty Photos)
Justin Berl | Getty Photos
Sports activities merchandising big Fanatics is aiming to construct a coaching camp for athletes to organize them for all times off the sector.
Greater than two dozen NBA, NFL and NHL gamers participated within the firm’s Athlete Immersion Program this previous weekend as a part of Fanatics Fest in New York Metropolis. This system included three days of workshops on enterprise, entrepreneurship, tech and extra.
“This positively opened my eyes,” mentioned Cole Anthony, a guard for the NBA’s Memphis Grizzlies. “I am already making an attempt to do issues on the enterprise facet with my companions, my household. It simply motivates me extra.”
The “coaches” for the enterprise boot camp included Fanatics founder Michael Rubin, Goldman Sachs CEO David Solomon, Apollo World cofounder and Philadelphia 76ers managing companion Josh Harris, Elevating Cane’s founder Todd Graves, ESPN Chairman Jimmy Pitaro and Boardroom cofounder and CEO Wealthy Kleiman.
Aaron Donald, who retired from the NFL’s Los Angeles Rams in 2024 after successful the Tremendous Bowl, has already begun a brand new profession in enterprise, together with an possession stake in sports activities diet firm Prepared. However Donald, possible a future Corridor of Famer, mentioned he was blown away by the all-star group of enterprise leaders.
Former Los Angeles Rams defensive lineman Aaron Donald arrives to the stadium previous to an NFC Wild Card recreation towards the Minnesota Vikings, at State Farm Stadium on January 13, 2025 in Glendale, Arizona.
Brooke Sutton | Getty Photos
“I feel it is one among hell of a possibility,” mentioned Donald. “I am in a room with guys working corporations price billions of {dollars}. What number of alternatives are you going to get to do this? It’s a must to benefit from all of these alternatives and information.”
From huge leagues to huge enterprise
Fanatics launched the Athlete Immersion Program in 2023 and this yr is partnering with Boardroom, a media and advisory firm cofounded by Kleiman and NBA celebrity Kevin Durant.
“I feel it is nice to have the ability to give them a little bit of a blueprint,” mentioned Kleiman. “Having the ability to put them within the room with folks that have the solutions, which have completed it, that lead industries. I feel you get a lot energy and alternative simply from the data you get from watching, from studying and from being in these rooms and understanding tips on how to transfer.”
Kleiman pointed to former NBA participant Junior Bridgeman, who made lower than $3 million throughout his 12-year profession within the league, however constructed a internet price of greater than $1 billion after retirement primarily via investments in Wendy’s, Pizza Hut and Chili’s franchises after which later via Coca-Cola distribution.
“What he did, he is distinctive,” mentioned Kleiman of Bridgeman, who died in March. “He wasn’t only a title. He truly constructed an operational group, constructed them up, oversaw them, and he was a tycoon of a enterprise thoughts.”
Fanatics Chief Individuals Officer Toretha McGuire mentioned this system is concentrated on serving to athletes use their enjoying days, what they describe as their “1.0 profession” to gasoline their “2.0 profession.”
It is an expertise much like a enterprise college with lectures, case research and tasks, during which every athlete creates their very own limited-edition clothes line with classic sports activities attire firm Mitchell & Ness, a subsidiary of Fanatics.
“They undergo a base enterprise case, we train them enterprise fundamentals, we take them via the Fanatics enterprise case the place we carry them to 2021 the place Michael [Rubin] did a closing capital elevate and we mainly say, ‘What would you may have completed?'” McGuire mentioned.
{Most professional} athletes retire from enjoying once they’re nonetheless younger, she added.
“The alternatives they’ve of their 1.0 careers by way of entry and increasing their networks are going to be very vital,” she mentioned.
Graves, who based the favored fried rooster chain Elevating Cane’s, spoke on a panel in regards to the realities and challenges of entrepreneurship
“For those who completely wish to begin a enterprise, think about how arduous it’s, multiply that by infinity to have the ability to make it work,” he mentioned. “It’s a must to be passionate, it’s important to be within the particulars 100%. And it’s important to know what you do not know, proper? So that’s bringing in nice folks to try to develop it.”
Aspirations after athletics
The Athlete Immersion Program is supposed to be a steady studying alternative via which gamers obtain assist, schooling and networking alternatives from Fanatics and Boardroom earlier than and after they start their business trip.
The following session will likely be held in December for WNBA, NWSL and MLB athletes within the offseason.
For Anthony, who was not too long ago traded to the Grizzlies from the Orlando Magic, it is also proven him the true parallels between competing in sports activities and competing in enterprise.
“The frequent factor with everybody who has spoken to us and I have been capable of discuss to one-on-one is that each individual I met right here has been a grinder,” he mentioned. “They make no matter it’s they’re enthusiastic about, or what they’re engaged on their precedence. I feel that is simply dope to listen to from different folks I can relate to in that sense.”
Cole Anthony #50 of the Orlando Magic dribbles the ball in the course of the recreation towards the Boston Celtics throughout Spherical 1 Recreation 5 of the 2025 NBA Playoffs on April 29, 2025 at TD Backyard in Boston, Massachusetts.
Brian Babineau | Nationwide Basketball Affiliation | Getty Photos
A decade in the past, experiences instructed 16% of NFL gamers in the end filed for chapter — an indication of the kind of monetary pressure {many professional} athletes face and a cautionary story of life after the sport.
However at this time, most of the folks taking part within the Fanatics curriculum imagine alternatives just like the Athlete Immersion Program can change the narrative — and their monetary future.
For Donald, who will likely be remembered as one of many biggest defenders in NFL historical past, the main focus now could be discovering the best alternatives for the following chapter of his life.
“It could be foolish for me to cease the arduous work, self-discipline, the construction that received me to a sure level,” he mentioned. “I am making an attempt to construct generational wealth for my youngsters.”
