For many professional athletes, success is measured in trophies, medals, and unforgettable moments on the field. But a growing number are proving that their talents extend beyond the game, as they build careers in business after retiring from sports. Across the Adria region and beyond, former sports stars have ventured into hospitality, technology, media, and manufacturing, applying the same determination and discipline that once defined their athletic careers.
From Tennis Champion to Entrepreneur
Few athletes from the Adria region have embraced business as widely as Novak Djokovic. The Serbian tennis star has successfully expanded his brand beyond the sport with investments in multiple industries.
Djokovic launched the Novak Café & Restaurant franchise, with locations in Serbia, bringing his passion for healthy eating and hospitality to the public. His interest in sports event management led him to acquire and rebrand the ATP tournament now known as the Serbia Open, further strengthening his involvement in the business side of tennis.
In the health and wellness industry, he introduced a nutritional product line, Djokolife, and opened a vegan restaurant, Eqvita, in Monte Carlo. Most surprisingly, Djokovic entered the biotechnology sector, holding an 80% stake in QuantBioRes, a firm focused on developing medical treatments.
Djokovic’s ventures reflect how sports professionals can use their name and financial resources to explore different industries. However, many other athletes from the region have also found success in smaller, but equally impactful business ventures.
Footballers, Restaurants, and New Business Fields
Football is not just the world’s most popular sport—it is also one of the most financially rewarding, allowing players to invest in post-career opportunities.
In Croatia, Robert Prosinečki, a former Barcelona and Real Madrid midfielder, moved into hospitality after retiring. He opened Prosikito, a restaurant in Zagreb, and later co-founded Padel.hr, an indoor facility that introduced padel tennis to Croatian audiences.
Meanwhile, Montenegrin basketball player Ivana Jovović turned her attention to the food industry, launching Čarolija, a successful patisserie business in Podgorica. With expansion plans in Belgrade and Budva, her business has proven that athletes can transition into everyday entrepreneurship outside of traditional sports-related ventures.
Sports and Media
Motorsport’s Business Success Stories
In motorsports, strategic thinking is just as important as speed, and some have translated this into media and broadcasting. Croatian entrepreneur Davorin Štetner, although not a professional athlete, has played a key role in the sports business by founding GP1 TV, which secured Formula 1 broadcasting rights for Croatia. His company has since expanded to cover MotoGP and other motorsports events, helping to grow the sport’s audience in the region.
Innovation and Industry
From Football to Manufacturing
Some former athletes take an entirely different route, moving into industries far removed from the world of sports. Shkamb Koshi, a former footballer from Kosovo*, shifted to automotive manufacturing, founding Koshi Group. His company now supplies high-end carbon-fibre car parts to brands like Alfa Romeo and Jaguar, proving that success in business doesn’t always have to be connected to sports.
Similarly, Montenegrin entrepreneur Nenad Novović founded Amplitudo.me, a tech company specialising in digital product development. His firm is now a leader in Montenegro’s tech industry, with innovations such as the My Tree environmental awareness app.
Winemaking, Tradition, and a Different Kind of Legacy
Athletes sometimes invest in industries linked to tradition rather than cutting-edge technology. Gjoke Gjini, a former Albanian footballer, turned to winemaking, establishing Kallmeti Winery. His efforts have helped revive Albania’s wine industry and demonstrated how business success can also come from preserving heritage.
Global Examples
How Athletes Worldwide Are Building Businesses
While many athletes from the Adria region have launched successful ventures, they are following in the footsteps of global sports icons who have mastered the transition into business.
Former basketball star Michael Jordan built Jordan Brand into a multibillion-dollar business under Nike’s umbrella while also owning a stake in the Charlotte Hornets NBA team. David Beckham leveraged his football legacy to create his own brand and co-own Inter Miami CF, a Major League Soccer club.
Tennis legend Serena Williams established Serena Ventures, a firm investing in women- and minority-owned businesses while also expanding into fashion and wellness brands. Meanwhile, Cristiano Ronaldo has turned CR7 into a global empire spanning fashion, fragrance, gyms, and hotels, and former NBA player Shaquille O’Neal has built a diverse business portfolio, including restaurant chains, real estate investments, and tech startups.
What’s Driving This Trend?
Athletes have distinct advantages when stepping into the business world, positioning them for success in industries ranging from hospitality to technology. Their strong personal brand provides instant recognition and credibility, making it easier to attract investors and customers. Many retire with substantial wealth, giving them the financial resources to invest in high-risk, high-reward ventures.
Their years of training and competition cultivate a competitive mindset that helps them navigate the challenges of business with the same determination they displayed on the field. Additionally, their global reach and connections in media and sponsorships create unique networking opportunities that many traditional entrepreneurs lack.
However, not all athletes find success in business.
Some make poor investment decisions or struggle to adapt to the different skill sets required for entrepreneurship. Those who thrive are often the ones who surround themselves with experienced business partners and advisors, ensuring they make informed decisions and leverage their strengths effectively.
As more athletes from the Adria region recognise the potential of business, this trend will continue to grow. Whether it’s launching a restaurant, investing in tech startups, or building an international brand, their post-sports careers are proving to be just as competitive and rewarding as their time on the field.
The next generation of sports stars may not only be remembered for their achievements in the game but also for the businesses they build long after the final whistle.
