Green Bay Packers quarterback Aaron Rodgers has launched a venture capital fund to invest in fast-growing consumer startups, and to help athletes have a stake in the companies they are hired to endorse.
The fund counts a number of professional athletes, musicians, actors and entrepreneurs as its investors who will be able to own equity in brands they endorse. The idea is to create a more authentic influencer marketing experience.
“As professional athletes, we’re constantly approached with investment opportunities,” Rodgers said in a statement. “With more and more access to deal flow, it’s hard for any athlete or high-profile individual to adequately evaluate each opportunity. We are in a unique position to help drive positive outcomes for companies, particularly consumer brands, but the relationship needs to be authentic.” Read the full story here.