Professional athletes are using LinkedIn instead of their traditional playbooks to expand their businesses.

There is a noticeable trend in the sports industry where professional athletes are taking charge of their business development while still actively pursuing their sports careers. This approach is not limited to just sports, as professionals in various fields are also exploring entrepreneurship, side businesses, and investments while advancing in their main careers. By developing their business skills early on, they are able to have more flexibility and autonomy in the future.

One industry where this trend is becoming more prevalent is in the world of professional sports. More and more athletes are using LinkedIn as a platform to secure equity partnerships, find venture capital deals, and build long-term autonomy before their playing careers come to an end. In fact, LinkedIn has reported a 31% increase in professional athlete users since 2021.

This shift in the sports industry offers a model for the African American professional and business community. While Black athletes have always excelled in sports, they have faced barriers when it comes to securing executive roles in the sports business. However, by mastering digital corporate networking, these athletes are able to bypass traditional gatekeepers and make the leap from endorsers to equity owners and fund managers.

They achieve this by connecting directly with executives and founders through personalized LinkedIn messages, sharing industry-specific knowledge through posts, joining relevant professional groups, and requesting informational interviews to explore potential business opportunities. These actions help them build credibility, expand their networks, and find paths to ownership and leadership. One example of an athlete utilizing LinkedIn to showcase their transition into an executive role is NBA Hall of Famer Tracy McGrady.

As the chief innovation officer at Huupe and a minority owner of the NFL's Buffalo Bills, McGrady carefully manages his corporate reputation through his LinkedIn profile. He recently shared in a post on the platform, "Basketball gave me opportunities I never imagined. My responsibility now is to turn those opportunities into something that will last beyond my playing days and create opportunities for my children." Another athlete making a mark on LinkedIn is New York Knicks guard and 2026 NBA Finals MVP Jalen Brunson.

Not only has he been recognized as a Forbes 30 Under 30 honoree, but he also uses his platform to promote his Second Round Foundation and recently announced an equity stake in Just Salad, the company's first athlete partnership. By utilizing LinkedIn, athletes are able to control their own narrative and connect with institutional investors. For instance, NFL wide receiver DeAndre Hopkins uses the platform to discuss venture capital and micro-investing.

With a degree in finance from Clemson University, Hopkins relies on his market research and financial expertise to manage his portfolio and even build his own investment fund. He has invested in companies like Beyond Meat, Olipop, and Diamond Brew, among others. It's clear that more and more athletes are seeing investment as a wise choice for their financial future.

Hopkins explained in a post, "I bet on consumer brands I believe regular people will love, not just the ones that look good on paper." Younger players are also recognizing the importance of corporate networking, with Denver Nuggets forward Spencer Jones, 24, posting twice a week on LinkedIn to analyze game film and feature tech startups. While others were focused on the NBA Draft, Jones attended the Cannes Lions International Festival of Creativity in France and secured an investment partnership with Robot.com. During away games, he schedules meetings with local tech founders and venture capitalists, and has recently visited firms in Boston and Washington.

He shared with Front Office Sports, "The weight of each follower on LinkedIn carries a lot more than any other platform. Venture capital is a fairly small community... my due diligence has only increased with the increasing network." Corporate leaders are taking note of athletes' transparency and how it is changing the way the wider business community evaluates performance.

Laura Lorenzetti, senior director and global executive editor at LinkedIn, stated, "They are really people who are thinking critically about their performance, about what it means to get ahead. That helps everybody think about their own performance." For Black professionals, entrepreneurs, and executives, these athletes present a practical model for achieving career autonomy. To get started, it's important to maintain a strong digital reputation by regularly updating your LinkedIn profile to reflect your latest roles, projects, and skills.

Share posts about your achievements, insights, and lessons learned from your career path to showcase your knowledge and authenticity. Connecting with decision-makers and industry leaders is also crucial. Send personalized messages that highlight common interests or offer thoughtful feedback on their work.

When reaching out, briefly introduce yourself, mention what you admire about their background, and explain why you would value a conversation. It's also important to maintain financial oversight by seeking resources on financial empowerment, taking online courses, or consulting with experts to guide your business decisions. Lastly, look for opportunities to turn online connections into business equity.

Use your network to learn about potential partnership opportunities, request introductions, and attend online or face-to-face industry events. These steps can help build credibility, foster meaningful relationships, and open doors to ownership and leadership. By treating professional identity as an active asset, these athletes are demonstrating that economic self-determination relies on maintaining visibility in spaces where capital circulates.

This serves as an inspiration for other professionals in the African American community to follow suit and take control of their own career paths.