In the early 2000s, the “athlete brand” relationship was simple: a superstar athlete would put on a jersey, film a 30 second commercial eating a burger or holding a sub, and collect a massive endorsement check. It was a transaction of fame for visibility. But as we move through 2026, the game has fundamentally changed. Today’s elite athletes, from NFL quarterbacks to NBA legends, are no longer satisfied with being the face of the brand, they want to own the building, the land, and the supply chain. We are witnessing the era of the Athlete Franchisor, a shift where the “playbook” of professional sports is being applied directly to the world of multi unit operations and corporate partnership tracks.
If there is a GOAT of franchise investing, it is undoubtedly Shaquille O’Neal. While Shaq’s personality is “big,” his business strategy is surprisingly disciplined. Shaq’s transition from owning 155 Five Guys locations to launching his own brand, Big Chicken, serves as the blueprint for modern athlete led franchising. As of March 2026, Big Chicken has surpassed 40 open locations with a development pipeline of hundreds more. But what makes Shaq’s model different is the “Ownership Plus” approach. He isn’t just a franchisee; he is a partner in Authentic Brands Group, the powerhouse that owns the intellectual property of brands like Reebok and Forever 21.
The Marketing Lesson: Shaq’s success proves that an athlete’s involvement shouldn’t just be a logo on a window. It is about “Brand Integration.” When Big Chicken opens a new “Can” (the modular units used by many modern franchises), the marketing isn’t just about Shaq, it is about the “Big” experience he represents. However, the operational reality is handled by seasoned experts like JRS Hospitality. For franchisors, the lesson is clear: Use the athlete for the “top of the funnel” attention, but ensure your operations are “Hall of Fame” level to keep the customers coming back.
While Shaq goes broad, Kansas City Chiefs superstar Patrick Mahomes goes deep. Mahomes has mastered the art of Regional Dominance. Through his investment group, KMO Burger, Mahomes is currently executing a plan to open 30 Whataburger locations across Kansas and Missouri.
In mid 2025, Mahomes took this a step further by entering into a major joint venture with Whataburger corporate, taking over 16 company owned restaurants and merging them with his 13 existing units. By 2026, his group will operate nearly 30 locations under one unified regional strategy.
The Strategy: Mahomes isn’t just buying a franchise; he is buying a market. For Franchise Marketing News readers, this highlights a growing trend: The Local Hero Halo. When an athlete invests in the community where they play, the marketing costs drop significantly. The built in loyalty of the fan base transfers directly to the brand. In Mahomes’ case, Whataburger isn’t just a Texas brand anymore, in the Midwest, it is “Patrick’s place.”
Retired NFL legend Drew Brees has taken a different route, focusing on speed and modularity. Brees was an early investor and partner in Smalls Sliders, which has become one of the fast growing emerging franchises of 2026.
Smalls Sliders uses a “Can driven” model, prefabricated, 750 square foot modular buildings that can be dropped onto a site and opened in record time. As of February 2026, the brand has over 350 units open or in development. Brees’ involvement helped the brand scale from a single Baton Rouge location to a national competitor.
The ROI Angle: Brees’ portfolio (which also includes over 70 Jimmy John’s and a stake in Walk On’s Sports Bistreaux) shows a preference for operational simplicity. In a 2026 economy where real estate costs and labor shortages are top of mind, Brees is betting on “Small Footprint, High Output.” His marketing focuses on the vibe and the speed, proving that you do not need a massive dining room to have a massive brand.
Why is this happening now? The answer lies in the psychological parallel between professional sports and franchising.
As we look toward the second half of 2026, expect to see more athletes moving into “Lifestyle Franchising.” We are already seeing a spike in athlete owned boutique fitness concepts, recovery centers, and pet tech franchises.
The most successful athlete franchisors of the future will not just be the ones with the most money, they will be the ones who align their personal brand values with the franchise’s mission. Whether it is Venus Williams promoting wellness through Jamba or Patrick Mahomes bringing Texas flavor to the Midwest, the “Athlete Franchisee” is no longer a side hustle. It is the new standard for wealth building in the sports world.
