Bringing on board a professional sportsperson immediately elevates a VC’s status. It is a powerful psychological tool that can make a firm stand out from the crowd.
The desire for status shapes how we behave.
It has for thousands of years and will continue to do so. We often underestimate, or don’t like to admit, its influence. But every society values certain characteristics and holds those that possess them in high esteem.
Status is more than reputation – it’s tied to our sense of self-worth and identity. It impacts how you experience life on a day-to-day basis and how you are treated. At the same time, losing status can feel as painful as a physical injury. The desire to increase and maintain status influences how we make decisions, how we behave, what we value, and what motivates us.
High status sets you apart
It gives you:
- Influence and power
- Respect and admiration
- Access and opportunities
Without status, you progress slower and face greater challenges. You risk being overlooked when opportunities arise. These are existential problems. You also lack credibility. If you lack credibility, you can’t build trust. Trust is the single most important thing in fund management.
The digital world has intensified the competition for status.
According to Statista, as of Q3 2024, internet users spent on average six hours and 38 minutes online daily. Spending such a significant amount of our lives online, along with the snowballing of social media, has removed barriers to constant comparison. Perceived status can rise and fall instantly in this fast-moving digital world. This means the competition for status has escalated. Firms that understand the psychology of status in today’s world can better position themselves for success.
Associating yourself with high-profile people can help you get ahead. Professional sportspeople can have extremely high status in societies and cultures. GPs can leverage this to improve their own social standing.
- Star factor
Bringing a professional athlete on board shines a spotlight on the firm and generates buzz. With millions of social media followers, professional athletes can bring increased exposure. Even the toughest LP or management team can be tempered by being in the presence of elite individuals.
- Networking opportunities
High-profile athletes often have extensive networks across countries, sectors, and industries. This means they can make valuable introductions, attract co-investors, and source deals that could otherwise be difficult to access.
- Winning mindset
The chances of becoming a professional athlete are slim. And the highest performers are among the top few basis points of humans on earth. They don’t achieve this with just natural talent. They achieve it through hard work and dedication. It requires discipline, teamwork, sacrifice, and leadership, alongside the ability to perform under pressure and deal with failures. These qualities can contribute to the success of a VC firm and help portfolio companies and founders develop through advisory support.
- Differentiation
According to Pitchbook, there were more than 6,000 VCs investing in US-headquartered companies alone in 2024. Investors are inundated with pitches and opportunities, so you need to differentiate yourself with your very first interaction. Big names from the sporting world can elevate a VC’s profile with investors and become a differentiator. Their involvement may help secure that first meeting. Although a famous name alone isn’t enough to secure an allocation, it can help you get your foot in the door.
All these benefits can raise your status, making you appear more attractive to investors.
But what’s the incentive for professional sportspeople?
There are several examples of professional sportspeople that have entered the world of VC:
Serena Williams launched Serena Ventures in 2014.
Chris Smalling founded ForGood in 2020, a sustainability-focused venture capital fund.
And Andy Murray joined Redrice Ventures in 2025 as an associate partner.
Meanwhile, Alex Rodriguez is the Chairman and CEO of A-Rod Corp investment firm and co-founded VCP Ventures with entrepreneur Marc Lore, an incubator-venture fund.
And there are many more…
Now, if it were just about investing, professional sportspeople would simply hire a good financial advisor. The psychological reason stems from seeking to maintain the status that comes with being at the top of their game. In VC there is a thin line between winning and losing, which mirrors the sporting arena. Working with a VC gives them the opportunity to focus on big wins, using their personalities, media training, and experience representing public-facing brands. For many, this opportunity is very appealing.
Status increases your chances of success.
Professional sportspeople are no longer just athletes; they are businesspeople, entrepreneurs, investors, advisors, and cultural heroes. Associating with them can lend a firm status. A psychologically powerful concept, status is undoubtedly a competitive advantage when it comes to succeeding in Venture Capital.
Apex Strategic Marketing Partners can’t provide you with a professional sportsperson, but we can help you enhance your status in a crowded marketplace. We use strategic marketing and psychology-informed tools to help managers communicate what makes them special and appeal to their target audience.
Reach out to strategicmarketingpartners@apexgroup.com to learn more about how we can work together.
