The intersection of music and sports continues to produce unexpected partnerships, while soccer legends boost MLS viewership [3]. From rappers becoming NBA stakeholders to singers joining NFL ownership groups, artists are increasingly investing in their love for the game [3, 1, 2]. Meanwhile, star power on the field is translating to record viewership for Major League Soccer [4].
Celebrities in the Owner's Box
The allure of professional sports ownership has drawn in numerous musicians [3]. Nelly, for instance, held a minority stake in the Charlotte Bobcats (now Hornets) after joining an ownership group in 2004 [1]. He remained a stakeholder until 2010 when Michael Jordan acquired a majority share [1]. Fergie of the Black Eyed Peas also joined a celebrity group with a minority stake in the Miami Dolphins [2]. Fergie has even performed at several Dolphins games [2]. More recently, in early 2025, Nigerian singer Tems became a club partner with the San Diego Football Club, marking a historic moment as the first African woman to become an owner of an American sports team [2]. These ventures demonstrate the growing appeal of sports as a business opportunity for artists [3].
Messi and Son Power MLS Surge
Lionel Messi and Son Heung-Min are making waves in Major League Soccer, leading the league in jersey sales and driving significant viewership increases [4]. MLS announced that it averaged 3.7 million live match viewers per week in 2025 [4]. This is the first time the league has disclosed total viewership data since moving matches across various streaming platforms [4]. The star power of Messi and Son appears to be a major factor in attracting new fans and boosting the league's profile [4].
TL;DR
- Musicians are increasingly investing in professional sports teams, taking on minority ownership roles in the NBA and NFL [1, 2].
- Nelly once held a stake in the Charlotte Bobcats, while Fergie is part of the Miami Dolphins ownership [1, 2].
- Tems became the first African woman to own part of an American sports team, joining the San Diego Football Club [2].
- Lionel Messi and Son Heung-Min are leading the charge in MLS jersey sales and boosting viewership, with the league averaging 3.7 million viewers per week in 2025 [4].