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Creators Just Got a $400M Sugar Daddy

This week: creators got a $400M sugar daddy, a YouTuber joined the fund that got early into OpenAI and Anthropic, and Your Rich BFF turned 10 million followers into an app she built herself.

Wonder Woman's Secret Identity Was Mac and Cheese All Along

This week: Barilla buys the mac and cheese Gal Gadot quietly built and never put her face on, Micah Parsons turns a customer habit into a co-founder seat at Good Candy, and Iggy Azalea buys into the AI plumbing that took Fanvue from $4M to $200M.

Drizzy Just Flipped the Owl for Nine Figures

This week: Drake sells 51% of OVO and keeps the part that compounds, Chris Hemsworth buys into Australia's most awarded distillery, and Samsonite pays $178.5M for most of Shay Mitchell's BÉIS while she keeps the creative chair.

Your Favorite Athlete Just Fired Their Sponsor

This week: 30 action-sports athletes launch a supplement brand they own instead of endorse (NORTH Performance), Travis Kelce quietly starts building the plumbing for every NIL deal in college sports, and Aliyah Boston turns a tampon sponsorship into an ownership stake.

Alex Cooper Killed the Cans to Feed the Company

This week: Alex Cooper winds down Unwell's drink line to fund what compounds, a $1.2M investor lawsuit puts a spotlight on how celebrity involvement gets pitched, and Alix Earle buys equity in the $150M wellness brand she actually uses.

Two Twins Just Launched Go-Two, Moving NIL to Ownership

This week: Lewis Hamilton opens the first store in his own trading-card empire, the Cavinder twins go from NIL stars to founders with the launch of Go-Two, and Beyoncé buys LVMH out of her whisky to own it outright.

These Two Gen-Z Creators have real skin in the game.

This week: ESW Beauty hands two Gen-Z creators the cap table, Flo Rida buys the franchise instead of the endorsement, and a new athlete network turns out to be 97 percent owned by athletes. Plus three founders on our radar.

Ronaldo Popped the Question. Georgina Popped off With the Whole Margin.

This week: Georgina Rodriguez launched an activewear brand with no wholesale partners and kept the full margin, a creator turned two billion views into a candy brand that Mondelez just backed, and Mookie Betts stopped endorsing gloves and started making them.

Mr. Bonobos just got his period. 6M followers watched

This week: the Bonobos founder handed his company's marketing to a TikToker instead of hiring an agency, a YouTuber and a serial entrepreneur put their cereal in every Target in the country, and a minor leaguer sold the public a stake in his own paycheck.

Tiger's Secret 15th Club Was a Cap Table

This week: Tiger Woods let a golf simulator stake he took in 2015 quietly compound into a $530 million dollar exit, Michael Strahan skipped the host chair and launched a podcast network he owns outright, and three dads who started with $750 dollars in a garage built a brand real enough that Gary Vee asked to buy in.

Turns Out a Salad Chain Was the Smartest Draft Pick.

This week: the newly crowned Finals MVP cashed his moment into equity in a salad chain instead of a paycheck, Bethenny Frankel walked past the endorsement offer and bought the company plus a C-suite title, and a movie star, a billionaire, and ESPN quietly turned a lacrosse league into their cap table.

This investor hasn't even hit puberty yet

This week: a 15-year-old funds a sports-drink stake with a Kendrick Lamar royalty check, Pat McAfee buys into the PB&J brand he's about to put in front of a billion viewers, and Forbes starts paying creators on revenue share instead of by the hour.

Meet the Knicks' other starting five

This week: the founders who bet on the Knicks years before the title just cashed in, a $500M fund turned 250 athletes into co-owners of Rhoback, and Lionsgate took equity in its AI tool instead of renting it.

Tom Brady wants his nuts in your mouth

This week: Tom Brady's selling a coconut water he owns on Gopuff, Accenture buys its way into the creator economy, and Eli and Peyton Manning back the buyout of the company behind NFL Flag's million kids.

Hollywood Just Got Mogged by Two YouTubers

Kane Parsons (20) and Curry Barker (26) just out-grossed Star Wars on a combined $11M budget. Phoebe Gates put 30 A-listers on her cap table. Glen Powell's ketchup is about to clear $100M.

Reddit's Founder Just Made Sprinters Shareholders.

This week: Alexis Ohanian made equity the prize for winning a race. A sports creator vibe-coded a daily game with Claude, hit 1 million users, and turned down sportsbook money. Spotify and Netflix teamed up to outbid YouTube for a creator.

A $40 Billion VC Firm Just Made a Creator, a Partner.

This week: Lightspeed names a 350K-follower creator a Partner with her own show, Charli XCX takes equity in a $1.3B phone company, A24 hands a 20-year-old YouTuber the director's chair, plus we're hosting a #NYTechWeek pitch night June 3.

Sazerac Just Followed Alix Earle Into a Deal.

This week: Sazerac co-invested with Alix Earle on a margarita brand, Christian McCaffrey shipped his first running shoe nine months after walking off Nike, and Sommer Ray launched a canned Dirty Shirley head-to-head with Sazerac's.

Plot Twist: Hollywood Just Funded the AI It's Been Fighting.

This week: Jamie Foxx, Eva Longoria, and Squid Game's creator quietly invested in the AI Hollywood's fighting. A creator firm with 1.5B followers launched a Hollywood studio. And Digiday: micro creators want equity now.

Apparently McLaren makes irons now

This week: McLaren launched a golf brand with Justin Rose, Ian Poulter, and Michelle Wie West as investors at debut, Mari Llewellyn turned a 2019 transformation photo into a $1 billion brand and kept the operating seat, and Steph Curry and Conor McGregor both launched their own beverage brands six days apart.

The Banana Guy Just Joined a Cap Table.

This week: Ashton Hall passed on the endorsement check and took equity in Price.com, Justin Bieber sold $15 million of his own Skylrk merch at Coachella at nine times the all-time festival record, and Bryan Johnson turned his longevity audience into a clinic with blood tests and prescriptions.

A Public Company Just Made an NCAA Champion an Owner.

This week: NCAA champion Kiki Rice became an owner in a publicly traded company, Adidas's former basketball GM quit to run a 14-million-subscriber YouTuber's business, and Shaq walked into a store, stayed for hours, and walked out a shareholder.

Ten Celebs Bet on a Gummy Bear. They All Just Got Paid.

This week: Ten celebrities took equity in a gummy brand and Unilever just paid $1.2 billion for it, Corporate Natalie launched an agency that puts creators in the room before the brief gets written, and golf's biggest YouTube creators built their own TV network backed by Blackstone's David Blitzer.

OpenAI just told you what they can't build.

This week: OpenAI acquired an 11-person podcast. KD's 2017 WHOOP bet just paid off 81x. And Lexie Hull is building a portfolio at 25.