the celebrity founder edition

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Group 2117129460 (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0z3prCCW7Y8-PT6lZ3l7W7r4b368s5VHSW1yZpNy3WLs1PVj2Y396WlNfXW2vgWCR8vPwSHW913_Cn1dVz6VN8Sc8-gbCFWJW9867lz6C2bS8W7JwpnX6z3sLyW3-Yb8X21jvjMW8d1vnX3D22KJN9hlnYGWxsbxW5RsKvQ3dRlrnVv-w257gCPSTW4MvSWJ7N8kDDW58rs3j52P1qnW5h_9592KqgFcN22Tk48CS460VPYD8Z965K7_W81KWh12S_cN_W6pjKpm82rG3PW37_h5D7W2TstW8Vnf_y8FbsnfW7tF_Vp72tM9nW5N74xB6X_jPxW14pkpN3RdZM1W2qk30T64qSh8f8cLS9T04 )

October 8, 2026

Star power



Hi there,

This month, the pressure to secure enterprise AI agents has dialed up. A few notable moves from the last few weeks:

- Companies are setting limits. JPMorgan (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3kZW8LtzTs87LSxCW4jkWGt88_BT2N3_WtCQS2pxwW8LsdbK2f_21DW8kkqT06SGKBWW3B_djs7BZKn3W4f7ldg2ncd5-W5VrvRM4dLrCbW6hVzgK8zV4ycW1yHhql59C9ZhW8zzB9817GrJyW4XLCG25X5HlyW80FFr25VrkqYV6p0mZ1g_JVTW2hZwMC2QsTpXW1p_znB6zpshpW2WK8P923wGJrVQFG84500S3PW2lmmB22vklngN1DLHtxrjQWQW6pXZ9m6SYM4bW3c3dT72VN08HW87mgGJ86z2f2W2z-Mdf3_1wJNW95tBKK8-mXyTW3DJ3b97hJFMGVLt4hz8DNw36VTJ3bS3xqGrwW5B0LGD6hhFn7W4nfCXH3KLYZVf3P_30x04 ) is restricting Claude's system access, while Okta (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3pgW5xjM6p7JncXjW42Gshl4nnQn2W7mcQKB8xM0g_W4Rz7K25cM79GW8gTbGP1pMYXGN7XGZkPHV1bgW48vFMF8kWDbdW57hf4k8sDFM_VFnnPY8MT6MPW5FGKPp3G5W56V34Kk-73HZcnW1FlL197_RtsTW1J_0Ck8g5PD9W5LKQnK7wnw_qN2cVwGt1xkHGW7953cd4R06g2W2knJTr1VXRDvN6Cf4sghj0g_W7rR2Ck2YMgZQW3Byd7F4lMtHdW6QfBJd2TT_hBN5tx-W9KCWwCN900WkjwKn6_VbHWQK24Kj1MW5PPSt82Qry4VW8FDPm_7wC0-4W87z2sF3SkpYHVcdfKb74NY61f8XWMwz04 ) expanded its controls for governing AI agents.
- Startups are building controls. Outerlimit (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3lPN1v1MNzMdL9pW4gbk0H6dZVyyN3KYbRMXfVZRW7bKyZy14F9GYN6GxYYXL2t-4W6dtf044Gg963N1LMXmMnSkKFN4S86wh1LTcvW95_6G394lCgWW6T8rv64yZ_FzW5fXDy95CqttNW806YYZ3XXtgjN5Z72VDpjNk5N4kgfB0zp6MdW7VbM4D4Fk_zvW3L5y7M4J1shJN1t0QwdRrbtpW9lt1y05L2wdVW2pFp5m1hYMc_W7PKFYn5ZbYplW1N53P54vcn5SW5fp8jy41d4DrW77pj0Z12JsgbN9bQVsjx00RxW1n0bVG8s5fK3W1Pfmmy4mwzYjW3nJtRZ3h_RpxW4WMJBk1PtYyyW6G8_6L4TR0njN9dvg0pX13vbf5jWxBK04 ) launched this week to govern what agents can do, while Eve Security (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3n8N3_rNsJ26NPsW41TN7Y8WKGc7W80DdCb77NnrcW5PgL1m7CDzmpW1BMhGV3V63jpW2XpYrf1rxRGmW81Dv4v1YqxywW1FbZjD1rV3YNN3wJ6rYpG2xdW2vTDVV2HfpVPW59dP7Z4nh7X8W6jdf3M4MR2B8VfHBz17xxZQXW8h-D4D4V0fngW7JZy6626NmrwW4ZjPx832jjQhW76Sxm_1PBD6BW5SCrl46VLHlxW7g_D8K3cGZb7W27d8ST51BYV5M2_NN-hW9HJW1W53-L2XsCT7W9cg4tX15nH9TVLlvkj3G3jWbVwMVdj14JM3gW7wykrm3l996tW6WZ7GL58xMTGW7qs1Vp8Y1335W6R9sqM9j8L4vW6Ss_7F2psvzCf5b1mPC04 ) raised additional funding last week to stop dangerous actions during execution.
- Acquirers are buying in. Cyera (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3p6W2cDCzX31tccZW3rFNr51NNLV2VrQLpN6kQRDhN52Z_zC3NZVHN7DSQ2ZGrlvvW7BcY4V4t0JNwW7Q-MlP78jRv4W13JzmP9gKMlJW6ZkyF92NjH4kW58RNt04HLC1mN6HcFM-2ydpSW5yqT2S5QBN7lW3FNp_q4fkYNwVH__778KrWYRVz6rS37rqh98W8HkxTR6mW8GYW7x1sfh4FG6CTN2cz31KPCy6TVHTB4m2nTX3xW7LNnmX8QZbF4W9dfQl52f94MnN55kBvYq9f8jW4DHCSL4C_73qW5vvqcl7FH_ZpW4fqQ5l4R6GPjW68rpcm4N68MsW3vtv4p8l57L4W40Fr6L2qSkPRf5tzjMj04 ) completed its $1B Oasis (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3lKW33ZWzj30x0nHW35qchZ7q-GnpW7GFWxT3LVvhXW2NW24_8YL9g4W3GMFlB35dkkYW4jXPlf7qlqvrW78TjJg1fDV93W2BjfwP5NC_m3W3jCXy25VgWGZW8lCNCN4GBGsLW19w05s4Yr93TW7Gxddk6rMWS-W8Ymnmj2HXj5zW52MTML7DlcXFW81c0k35gQY0wW4BJyS47gp3m6W4SDjp46syy54W4vQnC942MjhJVSsGhw23S5tkVwsNzD2xRlspN7kcQD2DNc2pW6yxjTH52hy1wW3GT7Fh6HPYJgW6V2W4R4YZfBNW5bH_3g8_Fj9lW8kJp9G8MxK3dN8M9WVRMj3pPW191xFg6l__wlW7_gp6p4v9mX4W8Y7cQx3xhV3zf5tlyd404 ) acquisition this month, adding identity controls for AI agents.

As AI agents get permission to do more, controlling what they're allowed to do is becoming its own security market.

So we dug into CB Insights data to see which emerging companies are getting traction, who’s behind them, and which could be approaching another funding round.



But first, Wall street is moving onto blockchain

Four years after FTX collapsed, finance is building on blockchain. Banks, asset managers, and payment networks are launching stablecoins, tokenizing deposits, and settling trades around the clock, often with tech they buy from startups.

We teamed up with Money20/20 to map 167 of those startups (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyk_45m_5PW50kH_H6lZ3mTW2qtc7d1v5567W7sxXf755bLQVW567K0v3y7vqtW2qXzFz25lh67W7GQgCk7zYs4TW303K8Z7_ZhrPVGS1jw7fMBqvW4jNXs92WpDWXW1W1K7J1Z518dW4-clPH2LjPf4W2wzS6463TD39N6kVt9wp_NtQW8c8K-Q5tm0h1W1j_fc2891zqhVLHrHN6-V2LkW7RBCqT3dzJpvN52LYTNf_B9BW6CXMs64qT8yrW6xYJhk1rt27PW8cGlMR4sH6PjN3JJY5c891jTW8DwJVJ4lXfWxW4TvNwS5NK6Q3W6pTh5G3F541SMXqpKFdmv_xN7-6bhCmYXdzW7fjKvy9jwlZGW31wHp55d_WlKW49qsCY7Ll_WlW4gPF156shLBtW70dnvD1VFdY2W30TDvv4y1TkSf3K442H04 ) . Some standouts:

- Bastion (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3lSW4Gk-m-7XjXYFW66tb9c3hTFnmVLn9Hx8jc8zRW65zfMq3B3d19W731h0W6H8DXYW9c8-BZ8P7ZJdW86_jqH1rS9kQW2TSklb8BX4q5W6jWNs254bWbrV4Lgz88YT4pwW7vDcMs48SS2DW7lbNpf7HNF5LW5S_hvx991rtyW1zt4hC8v_vcTW5hVb5t3CgWVRW12JXnV54PwL_W66CSYk1L8F6nW5KdBBP1GcPf6W1L9qNZ5J27DHW4WTtHG8RCD6vVXncZT3jxqPMW80Hy6c1ZVzr6W8xYZc-2GLlnnW1yf5008W1fgMVhP6Jx6v3_f5VSv1Gn4d0kxmN7DKrLTlrqcJW2gGJHH110pLHW6XgVd87h4WbrW7KStYD8m7RS5f696_rl04 ) : lets companies issue and move their own stablecoins. Sony's venture arm invested in 2025, and months later Sony Bank tapped Bastion to issue its first stablecoin.
- Stablecore (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3nLW411VB64NfzM7VpRCtL2NvGKNW7sPpr615LFmSN8_Fy3QGtBgBW6Xx0Ms24WXk0W1jDl2h6T58npW3Y-HtY2v2lLNVlQ1Qm9bfRVVW5JBnZ02--M4QN5Z3VNQXN7vnW25LBt99bdTwpN59yMkvbtYH_W4CBDSX6-PZrFW4xlW0R7DlbZ6W7V3rZ_36nHwKW1jqGqB4g2kcvN1bTXrjQryl-N8SZKmMXps6jW8hZjXQ1YTxg9V3J5956x7DKDMLlpHwNhH_mW1_JwQM8RvDTMW3ttmk83lcqSKW2_Ytyr5rLTQ3W1Hg3Hq5twq-3W5RlZPG5Ct_3KW7s2NH697s0DHW7N6tgq7q-lL5W557k7c4-l9m-W8Jw8m945PHG8f3Bh6F404 ) : offers tokenized deposits for community banks and credit unions. Bank of Utah invested in its Series A and became a customer.
- Digital Asset (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3mMW2w-b4-2D_-gxW3CT6Rx5WKW-yN8PLH3943N0XW7whZ1p6Gz1dNW4Ds8cN6qrwqpVVQj2P2NDPMLW4ZPq7R2xS0ydN8Z1Q6n9-Bh8W1GfsCV3Hd_ycW1s93W66gqjMSV2Y_zn2s18SdF3JWqngDkShW2-MHGt8qfKRbV_K0l63pTH-2MB1F2ylvcrzW8D2Pvx3-bsGzW8YFTVP4S147qW30YKxP2CVhfgW8v9ssk5JKkj9W7VbKvK44w-BhW4qkCcm6zNtYmW5H6dr85RSsKzW2VX4jw3_lN2tW93PN2R2QQTzKN1Sfrh6MJmQWW4FCltn6hV2qTW1jQ5lZ3FgvHWW88Y51K5N7mFQW6BXrX416qlCLW8Y_-bt5b-q4Wf3DqXMR04 ) : its Canton Network completed the first fully on-chain financing of US Treasuries against USDC, letting repo deals settle after market hours.
- R3 (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3pKW5Tv-CP5NnMxNW8_0LFB2w9zMVVs_HGG1-crj5W69kjb25FJFJGW5Zs-hM92nndwW87fx9w6npnmdW6rhnD-1jFygfW4JPx7768NttvW79JD6H8tj_ZWW4j8t4p54q921W7NgNZ86xb2GjW6jB_Z615zyyqW8MvsYV60ZTfyW3C04M_7xlsxCW9gbVjc4KwLJSW4XmNsN4-vs9DW3L2_lR5V-z4TW1zYZP87d6ZkmW5Ggt2Z2LWsl1V1Fds62zWhqcVrqCnt1HfkPqW3PWc2K3GP4cGW1MjrQb4btzKlW7XTjMk2w-1fYW6TmyTd7GtsQ8W1-z1zy4z-YpTW551FWJ31KZxdW8ZFgH85dQh6BW19mPyH29QQDVW4q9YRm8DkLNGf7cSFF404 ) : its Corda network handles settlement for HSBC, Barclays, Deutsche Bank, and BNY Mellon, and holds $17B in tokenized assets.

Read the full brief here. (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyk_45m_5PW50kH_H6lZ3mTW2qtc7d1v5567W7sxXf755bLQVW567K0v3y7vqtW2qXzFz25lh67W7GQgCk7zYs4TW303K8Z7_ZhrPVGS1jw7fMBqvW4jNXs92WpDWXW1W1K7J1Z518dW4-clPH2LjPf4W2wzS6463TD39N6kVt9wp_NtQW8c8K-Q5tm0h1W1j_fc2891zqhVLHrHN6-V2LkW7RBCqT3dzJpvN52LYTNf_B9BW6CXMs64qT8yrW6xYJhk1rt27PW8cGlMR4sH6PjN3JJY5c891jTW8DwJVJ4lXfWxW4TvNwS5NK6Q3W6pTh5G3F541SMXqpKFdmv_xN7-6bhCmYXdzW7fjKvy9jwlZGW31wHp55d_WlKW49qsCY7Ll_WlW4gPF156shLBtW70dnvD1VFdY2W30TDvv4y1TkSf3K442H04 )

Building a company in this space? Share your market perspective here for a chance to be featured on CB Insights. (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3lJW96Ps5L1b2T7RW24K6v44RQ5rsW4-PL1H78NcpDN80mFtmYNpNXW6kzRjD7z8CwLW8nwWY73kWNyZW75TBXW3-RnRRW7JvcFp4wpxcDW8hp0NC6VWBVLW2F5Xqf2wFvnBW43pDZq1Rs80yW3FSlTL77LhJ7W2P29gb71kZM3W1S3y6v2_0HzKW1bNtph48dzm1W970pL467JyRBW8sX1rr4mNQ_VW32tvB14wLBwGW1kK6xB5-t22qN3Q5F4WHp13tN6XyQ0686vMxN5Vrhd-kKz7pVKKZ7827gXgVW3tdJW92NLj_qW1BV_K0124nZcVb0hkr6p5srhW1DpZz-3jyWbNW60DDpv40qd0XW30MmLw66m2zgW52pVxs4C8XH-f2Db1P004 )

TradFiDeFi-MarketMap-092026 16by9-2x (2) (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyk_45m_5PW50kH_H6lZ3mTW2qtc7d1v5567W7sxXf755bLQVW567K0v3y7vqtW2qXzFz25lh67W7GQgCk7zYs4TW303K8Z7_ZhrPVGS1jw7fMBqvW4jNXs92WpDWXW1W1K7J1Z518dW4-clPH2LjPf4W2wzS6463TD39N6kVt9wp_NtQW8c8K-Q5tm0h1W1j_fc2891zqhVLHrHN6-V2LkW7RBCqT3dzJpvN52LYTNf_B9BW6CXMs64qT8yrW6xYJhk1rt27PW8cGlMR4sH6PjN3JJY5c891jTW8DwJVJ4lXfWxW4TvNwS5NK6Q3W6pTh5G3F541SMXqpKFdmv_xN7-6bhCmYXdzW7fjKvy9jwlZGW31wHp55d_WlKW49qsCY7Ll_WlW4gPF156shLBtW70dnvD1VFdY2W30TDvv4y1TkSf3K442H04 )

Now, back to the famous founders

When actors build AI tools

Hollywood spent 2023 fighting AI on the picket line. Meanwhile, a few actors were building it. Most of their tools handle production work like lighting, editing, and effects, as opposed to replacing performers.

A few worth knowing:

- InterPositive (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3nBW35kgGQ1CyNQyW2vF1897Ztn91W1R-nvb2sdV-4W3YfXTK42g6FYM9b3QwYmwSRW8bZRjj1BW6J2W3pgQZv9byKQ3W72zbS335VXFQW1SRTz82vN_SGW2K3NB24p4scnN7MZdgxYrV7kW54l7HD93QWlsW7Nx_XY589YH1W8RPfc48X_sLyW7s4LSk3YZFLnW4zzr644z45SCVZk1Zr3jDwLjVkQrFR80WKGMW48_7S-6Ynqk4W4bF5ZN2ZvXpGW1WK8-k3xclXsW7rBLZz2pyrJBW8mN4mK1RJHqQW78s2w4140qBZW55KnZw1ySR9RW4zJsQp5tr9BQN15K1YfVjVRyW6P1qq35Pmy9CW4-1Ccl4g5gNkW7XQF9S5YYcXvf9h8TlR04 ) (Ben Affleck): trains AI models on a production's own footage to fix problems after filming, like missing shots and bad lighting. Netflix confirmed in July that it paid $587M in cash for the company, and it plans to keep the tools for its own productions rather than sell them.
- Wonder Dynamics (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3nbN394kc5X--C4W7lRv4_5YLnlwW2vB0HQ97K1w5W7-35sn8w_n43W82Y6z02zjxSjW4m4Vxz7jV6DhW4wkrKH1YWhGpN8PhfJQlNQWLW75VmhL1w-Zp-W6Vfkd51VRJmkW3_fhXl143fR9W6ZpgpH3zTGwLW31v7mX253p5-W1n8XrG27WXrdW8gd0Vw1rbqNtVPP2Jw8gM2FJVtdlQp7_Fb8yW6n375Y1Swwv3W8vYfsc5DXcV9W64-9YJ1-QzZQW5YZ_2g48kL6DW1vDFZ-7gGz10W66JTYn9g6vdnW1NygS_4bNndvVzC9fc5dp50qW20jkyD7_xnSNW9gFD8H3yhmw9N8TmtYs-jQf-W5H6mh44mgNFmW6V4mzk8vq8DmdVH0Nb04 ) (Tye Sheridan (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3pQVTLL0886JkYqW1jqmmh4trGPrW6ynLJs8mt4CFW5y2tZ15pWxJcW8sMbyv59dyK-W6rK5QY1NM8XdW7xs0Rd5HkDxPW7jBzyv7Nlc_PN8GkjGqgg-SPVs8Qv25-VP12V49CCT3S5bYpW4KF5Th3gR0qnVtnmL38F_Zn6W7rRmVL3sWXdhN1vkR-vhN9V4W15g3dk301nzBW8x8skw26rhJLW20tXFR8KSrFqW2X6Xnb3K5ffZN7dVLFPSFXb6W8jHyFF2KB4KNW5KzZ4d8LfhLwW8LqtpL4CCtXQVktZG25g36-wW3qT-601fZsPpW1z1Lf15gqGS9W4pmvLf4znVX9W43JgR04vCqcZW7FP9CP5xmvcxN3Tx4lq2pknYf74pZhl04 ) ): lets filmmakers add CGI characters to live-action footage without a VFX studio. Autodesk (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3k-W5xbQR94Ff2KzVqhb8l6mgVXSVc9f0P2Kk3HBW7825q14dsMBbW8nKM-h8snsRnW2lP6J12rybfwW5pF2XC63z9McN4Ts0kd6QPzqN6N9WzkWhXtgV4_l2660x_DPN74rw-_8N3JkW7b0QrN6MZXKLN2ZNwZ0gTp7zW7NTwf74WsFDGVKyLM355XrsLW5MGNQs9hbw5KW8SS0qf2QZyJqW7qXDTq5BlJCnW2tnpm29d-WkfW2blFB-4qTBmkW53-Lv_3H6QN9W5D0q4t5qRl2KW7nr6bs8DLphbW1Nw0Tt26fb44W34s6xs7v1f0lW2ZxsGm3jC92WTcLYh8TtjLRW3hHt6k6kB46Cf5HGwrY04 ) acquired it in 2024 after it had raised $12.5M, and the product now lives on as Autodesk Flow Studio.
- Asteria (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyk_45m_5PW50kH_H6lZ3l7W5g4D_F1TTYmMVbH6DF6bcb6xW542pwt3PZ-63W8Y0KBk8G32TJW1fKztt2fypCCW5dZK0f68kfJsW7h9bKm1lzBGWW1cMHlc6v3VWpW3JYZ_r4G4gKSN3y4Cs8PcdDxW601s_W7CXkCRN7LLxPbwtq7NW599tgp6H0LxfMsvMhThSl2pN5w9CCW7W1hrW4MZnfl8yGVggW3dyV1g8j6Tr0W5nK8_46YVTFgW7FnTKB4KvwflW5s1-1J3fvP6CW6rCLnM485mVRW1JzdG67z7F7yW49kWHc4vS_6pW6sYslh6L86DkW2LhyDc651MfgW1QKMzX5DyCJ0W69XRsv83Cg0pVNc-Xf3zvsQ0W6fKYnF5bCK12W39gKv5488nfyW6yZZz65FZkpkVHwGRb7STvy8f5jQQ6804 ) (Natasha Lyonne (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3mWW5zpHx_82n040W7M9XcS5mgg91N1wZjkDhFZlmW1L5xlv1SWwNNW1y0mr488HPVkW7sF2M76-r45JW3yq_dq6vNtdLW2PpyF57prz5yVn0hvT7wr-0YW5Kv-Cz6qZJP9W292VZJ2yVPf4W8qlFZJ3W94dXW4cRWmz26GXnmW2QQhxt62GhVpN2vvCzqqgK0vN8HnmwFqyzmjW5grVl47MVCX7N4RpmSKxNP2nW6KY4sQ7BQM-LW3W0PDG3dqtgFV5fTfk15BhmcW5xq2RD1YvM3NW5W9Fpb1d3dScW7BHrhT2d_P8hW5GyYbl7GsrC0W8_Bxp91_knjHW3JNk3z2Gv1mPW3kFRzW5v2rv-W6YKdDx4JJSZJW30trRk72h194f7QrB2004 ) ): an AI film studio backed by CAA (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyk_45m_5PW50kH_H6lZ3pdW42VgK_3513pvW3WDQc510vrTwW6GN-G-5wSDqvW7YF9vH8Wht7tV7Wzqg5r-CHrW215Vb41vdR8PW457r-j6LyqP3W7Gb6rn3Q7fqyW8rWyyZ1_JMJbW4X6J8j444PYXN2r24pQTDVSwW3cVjhm1HrTJ3W2g2swS6X_sjmW764xKK16NXJKW1ts97N3SRxzVW4B2wRF4J81yVN2Mtxv250YJ8VbqXt82RXNpKW4JWmy51KJNS6W7tRDTV2cBfbWN7tctpShz5c6N319tZGPWGyzW59BMLq7ln9MGW5Ytqrq3m8BWYW1-b-_D18Jh1CW8ZXST394941PN2JtXNX_H2xVW5Vw3LS2W7fVFW21drNs8wgJ1QW2TKp1r4VpwDDW1T-wGw1m0tHXW7GxNyG1yC-llf44Jzmg04 ) and Comcast Ventures (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3lyW56hxWB2Ft4yWW8rG24K1KcjMrW1KXhkJ1lccx3W3mYjqc7M9BgnN2GGXYZsYbDcW9m1mRQ3dfK7nN2JRRLWP9Zd-V2BHcb60yRSyW4vVkKQ8F28zmV_K-wj3MmW6TVqX5Sm8PtfPKW6Dh78m5TpWX1W4Kkr8B17c5W1W8RzszF795-BSW6yx8451Vy81xW13NVMb1vdqy7W4TX_r74_GlLMW2hsT5h8VQqgrW3zTrRt7jNs3sW72WGCN6sNmqMW8LyW5b5_WBzJN6jCz8YWwG8KW4Spk136PJ3PdW8hBfK340Twv5W7m85x_5Pt4xtW8WbJTY4v6622W7ZxRr-5FkrhFN8Gk_KlzsxzjN87GvcWVkXD8N3MvG4Fyz6Crf4QZ2sW04 ) that only uses models trained on licensed content. In March, it launched Continuum Suite, software for running film and TV productions. Lyonne is also directing its first feature, Uncanny Valley.

AI is still a small slice of what actors build. Historically, most start production companies, including Affleck himself, who co-founded Artists Equity (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3lcW2GJH7n77TcvwW5TJ86_3xnd0tW5nbmHk6K596wW2DZ0Qb3YXzl8W1LmW2k2tx4kyW7XtVSG3-2m8LW3Tsrby42Dn7zW1Q-0Hs4PfHRyVT13D48mgTYJVdWz_56LrtCjW60_8254Wg9DcN940G6ZH0C77W977WKb2qsjgZN618dQG14mz4W2PZSGd90gnYRW85wv023JQNMnW3pDd9t89r5jFW2RQy2h6rJMJgW8KKZMX4C1PvKW2G6gqJ6Ksn2KW8MQZLK5dsL2-W1grDzX7FTXSxW6XP0RX6MDdPZW855NDW8PWSQhW4TfJ5B6JtYyFW4d0ZBv622G34W1v2qWJ2gFQMHW18GgkH5GqgvLf56xmNg04 ) with Matt Damon (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3pFW6c3CW16VY4QRW2Fk06c5Ssny3W35sWSN3ZTXHrW9fVPDq85Vrg2W64H22Q8283bKN7qyHBvMMzY2W2vY97v4kL5bZW1z4qDg670p74W3cllpH6pBGQfW2WcwMV1xR6QSW5pMKSv4vP_KnW6RQkMD4BNZQVW7xJ0CD718NbvW7HWnRq5cYqzSMy2L1X2cC9NW6tHNmB5CHKlpW7mC_BN2ZVfjNW76Zv4X66SNbSN3-fK8xVfgzSW4-3q3V3BkNlFW9gD7fr6gg3_sW6mzFgC78q4F4W8g8Xs_4SFCL2W22b0Tb6yp04xW2sCYp47kkFvjW13Wq0s2F1Xt8W1GJyqW3xzkb1W1y6Ykt2s7x-JW3W4xZz8yCxyFW1GrwS67gNVzdf2F11Ys04 ) in 2022. The space’s biggest exit so far is Reese Witherspoon's (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3nLW5yHlYL6Bh4ggW16j7mZ5jCz8gN52zvy9lz-7sW7n9CR74qrXszW6MgBvQ6Vfp4fVp6pfk7-SnSmW5sBr2T461324VHlYhg7NsXLzW2VQjrK91Yr-lW1t7cq275NgrVW1f71DQ8Z4c4-W5L0LVD9hMftkVXqx4w839JMxW59p0hm41X0VNN4xDbYtQxJLqW8PX25M8jhrkKW5vmG6p4gJnGZW6M_51K7J0y0_W16Ybhj46M_dGW5gp-PY1C_S_SW2hQkfJ3xRfPTW9dtTqQ5XK5jJVvyN8N8wY-sFW55whhv1GpZxtW1DSNvR645cW4W7WVJGt1qmxGsW5l-y3m7rtwT8W3Dbcl690PFdhN5-g3Z5NC_prW2C0npw5zP--kf5CnhLP04 ) Hello Sunshine (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3pQW1RBwCs6jKHpFW80VyfV3JLgTvW8d2dBs10Wg2mW8HH6hl754Q7SW3BnWGW4nRmGLW99spyf6JslV_W3jzTnM44QPwQW36BC_S32m6-SW2KhX4971vF7bW4VHpxW5b8wRkW5SJdM771LstkW5fs6W02rp9pfW5fhFh11glMDtW41l_m32zW95YW1DYrzP3V_qQ5W7vwYfh2nhVzzN8Z2MJ19PYcyW3s3RWx1pKfQ6W8RcRXX1jD-vhN8tbphpW2pCKW4V-v6_8WS33TN2dXJNBRRd2PW8BwD5Y7HKK9_W7H8b788dWghgW67H7x661Nb00W3HdJfm5cMmG_W1C4zgV6f-7Z3W6J9qPc6jhDM0f3lF_fz04 ) , which Candle Media (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3lhN4xbnLxbDrBwW646ct57r3VdbW6D_cvg4lZg3GN699S0Np2YXwW6SVv-T5Z04XrW6QBm6y3zgh4mW6ZsG_62LpHg5VtvSd21sscGkV66JKG3PR6-RW1v2_Qx2xMMdPW87Y98f8ZWD95MGrzHNDnNGqN3mylydnk9R4W6sFxSD919kFKVVXN6q4Y38NtN4s1Px2lNrthW42tCQ841hRgDN8yKf_6Xjk-_W8XYB8z2QBky8W7lwwZt7NJQMvW9l8N7X1lM1rCW2qv2XV3rq81dW345Mjq8c-gpzW94PykT5Zknm5W5KFt7t8MqZMkVL2d_V1NvctwW9d7n8t7s9fS7W7z1L-C1TdkyYW6CQH0l3dZ3vTVJzsV23Tm07hf1rgGQF04 ) bought in 2021.

When athletes start their own leagues

New leagues usually lose money for years, since ticket sales and broadcast deals take a while to cover the costs. Famous athletes start with a fanbase, but they still need investors willing to wait.

A few we're watching:

- TMRW Sports (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3kXMwcSSXlgDgcW2NsZC230VwhLVCqwbn5LsV_xW3JhKXF6Jdf_jW6HsBzK1jH7c4W3sHgqX8fy4yNW4ppcm56BzRzHW40x5BP9bCRfmW4jJmw855-KJcW5MT1nc891HFnW3pW2gS9bRD0qW87NG897mT1BjW2zsbv64y721_W3TYG1J7fRH20N3MxJLwtlzDJW3wV4Xb958ShDW3zXpRQ1DF8wtW2wx_X17CY33sW3dqqn31ZpQ69W2pT1Tm9bSgg_W25vp8c4D8QgSW7Rx2X_2hv2MjW3DHWpj7H41yVW4V0FY545PyBsW6GNVy62stv0YW2FJ0MJ6PqTDSW49FV376Dfz9ZW70XqsM6Mq9G6W7qrBWW42XNgbW3-Gd7Z4gLcT6f2t-9yT04 ) (Tiger Woods (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3l9W857S1t5pw0k6V-mjL-1KlGhdN5HZGHYF_T1zN8fSb6T9SsP0W17qlMP20bMLmW6RFDCZ6Q7QXrW6Q4QtQ4ph8S3W4GRTnF5kZtYlW8v8CF33sPC5CW31md5n5vT6F9W1rCBbM8t50-yW3mqyjX1HK4rCVP40P64-Zl76W4nGQx58RydXBW76CRTg2QfngsW6_BFWb1kDFCpW6WdfDt8dYnbhW6-WBb81sn9ccW8phGSx1HhtM1W5dHNfF6zGBzSW3rQ1l52tQkXyW7Rg_h_6Jp_gpW6GFxJV4qxYs-VxvrH51Kgx_-W8hgYlm73SsX0W15qHR84Y-0XRN46Ny6HBr5rhW1hX01Q1QT3yYf47kfzj04 ) , Rory McIlroy (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3n7W62WyM36XG6q8VN8BDs2pPP9qW21GHSQ42kgSTW4Rht_M5s0R8GW4jPM058pk48TW4LwqcK8ppYsdW36kwh14Q2phzMc33x4qs1ThW2GCKNw93Z-qXW6rH4cC6BTRvTF6xb2ZzHnYtN2gn5BJ9JXsYW4BP1334V5rJHW5bPftd7M15F6W46HHy33RqSxLW1THxBc754-M8W8lc1dJ5_00YlV9fyJP967yGHW90HZTK7RpjJFN26lkcdB_K7yW8WS7jc78qCdlVm9qBJ25pSy0W9jPjZ04zW2xtW4c0vZF7wV4GqW2gLtnL5Q346SW33fjlP6fgS-GW1jl72-6k8Sz5N2KRZQ42QCJmf2KfK8C04 ) ): the company behind TGL, an indoor golf league played on simulators. It's reportedly finalizing a round at more than $1B, double its valuation from 2024 (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyk_H5m_5PW69t95C6lZ3pDW2wc4Mw1Fg60BW4Dlq3s9479BKW79tF5-7tkXlsW54cqQv7Kc38NVhChtP8yZwGrW8ScBz940tCNZW38Y4f-6Mj10yW6drnF749W6S4W7QpM5Z3v_xmLW6kgffM7vBlRTW1DqP2K6Z5qqBW1vrvxl1B9434W6kjFKG31S6BCW29V1wt1p--CKW3wY-DM2XVWTkW3Z2-9W4_JnKMW8VqdLs3xpkzCN8YDbNt3Q9b8W8CmcXG2T2363W6MGNT68Tyv-xW5J7bfT2mk0GpW6g3GKj1ZppwVW7JMV7F2gq2BqW7NM0gs5wYWyxMx1MZy-60_2W1NYVPw28-PmpW651Cmd3g-Z-wN2NYBXfsbYGjW5CZWQG6G6_1qW8t5Bd33NW4m9W7dC6n525PC3fW6YHlHt5PXjH3W80J89v8dPdGwW5x1T_n4ZXjl9VNXN5Z1CwFr0W6YL2xd5k_58Rf9b_nWs04 ) . Next up, it’s launching a women's league in November, and the NFL (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3lFVNnjhf7n0KHfW7d4zjF1bzg6zW5FYcs95cHg7YW8kMJNK2gRg9sW6ZMCHF1QmY3WW24_3dm8rZjjyVZry5n3khzqJW9hkf8k2rKN7gW4SSppq24T34gN1rbTzBmN1NqW73pdXQ26QXWmW1XKlRP2nz3jQW16Yvr35df3lsW4fnp7955Gzz-VDrYd86KZzLWW67FZ6V8XkDkBW6WW_F71xRDbVW6mDb5F30PgvYVSH9pc1_zR_HW1cL3_09gQfYJW48cKFH5b3dhcW1qqvx85cXrm4W6x3rBJ4pp24JW7nGVqt2fbfFzW6bqQqq2fqHddW70Mf6R8tBRGDVzJPqp53nd1tW2LmscB4NJ0tlW85Gg-r5J2GmgN6bPWMnlktpff3bc3PW04 ) picked the startup to run a new professional flag football league.
- Unrivaled (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3mVVfmwFl5hc5r3W5NGZfz4Swf6CW8Ct5n12R8GB0W49-K4G5Y0VFzN73VRmSW68FNW1CMzFl607Z7LW4R-jlv6R1xhWW1PdF1q7VXj6KW5zTCm87crQW1W71G5KK3vJPTCW8cT1k66slS-DW7lRHMG2QmwW6W451TrK27dB5fW4CL6Qz3gwM9fW3sCnvl55F4kgW4_1W9x1THw58W8cCy517ZRj-hN84g-Ds-83xQW1rKkyX7kCp7GW8L4bdK6tYdxtVlrZ0j6MYBJcW37j2yD7ShG9-W2_4mgH3cd3lZW883Zwm8SrJr9W1zglgp2rQGrWW7ckXLL37fst7VGlx8K8qwnNfW8NnpYV2pKQndW2z8DVr3LP5xGW17b2QY1t-51Cf1r56nM04 ) (Napheesa Collier (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3pTW648MY751jVGxW6x19bK2QjdDRW9ktGPx6JkVKrW7DKKkG26Bz6_W61Fxdb4HlNKpM1LgCBk3v_8W6ZZwwQ2GZFZ5N6MTBWftpkStW6m6xKv7wkcRvVth5my327CJ6W3nsN4b6jhXlMW7x-pYf8fnTXVW5BqKMS4Tp1V8W1WKzk41nzR9XW6Dx49n6wTf6mW8L4r3-969TRFW70N9xJ3G6f3gW7cB8xp8j4pX9W3DvYWQ2z2yK6N3SDMHHnQ44bW1xnmjj2jJnTMW7Tf09c2DsJX7W1n5p4t1l6CPLVpFrhM3mnYr-N7MXNmSDzQdFW2y0x2d36hKxGW4Ft2xr5l46nbW8k62bZ7NN8ZyW95zDCV1dbQX9N5cKpvCsJM0tf4Kf25l04 ) , Breanna Stewart (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3nlW4_wvhV97X9MnW7MsYR15GHtkMN2sqS0K-HPktW5-K0-c3C7_sCW78f0nv807VLJW7cfSfn9m4tvWW843zBt6Ldw5rW7YlhY83Bhzp0W4L_JpT2CwymCW6T7ycx2Bk4qXW4wp6cF6kkmLBW2F6Yth4xTTPJW6qVt-D6SqztDW6l5g4w99vFQWW1fHqLY33HH93N5M6WQpM_V7zW9lqRWV3px6VNVZvv5g906b-9N6V2NDy_6zMPW5Ky1h47tj4B_W13L1-k6GMGwFVScz5x5r92z0W4ygz9w5HnYSKW952n5418bQ4tV648TT6tdK55N98bwKLDfD0rW5jK1QX3Y8dJYW2xpcJX3tfn0hddhbJF04 ) ): a 3-on-3 women's basketball league. Its valuation nearly doubled in a year, from $340M to $650M, with backers including Steph Curry (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3lXN92H0xkpKTZzW1Z4zrM3sXxJCVh9chf3-CKzyVF0kmx3JV9llW1Gllw-8jCzqrW1pk93g5XSCbcW8GbZbG1-0yfzW6yVQdX6-0n3kW4CJTVC2dN-ZyN7Fpmv0WlS4rW2QcHvh8JwfHTW6B8vhb5fnXXHW6S6bwQ35fs2FW31_W7c5k5g9_W1bj4Qt7TNbZXW3q4XFn1HKqTTW8w-1Y92-1nSxW5tBs3l6fV9DVW1q0mX26VWH71N6w3lNWJ22MFW1pVR-Q7Q1sZFW37xfGV66mX2rW56KyrB4HyLrVW1qv5hK413KwMW7cRnwP14LyDsW832GD_57qwlqW3KpyWl6BhSC2W5WGZKp5pVd_Qf3qKFSP04 ) , Carmelo Anthony (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3k-F96Nm8V12gxW7BKbjN5c2v_dW4mf4l14clwY4W8cHmvn5z4sL0N5JdTzFHymprW1sNPKm6WLRK4W89w9Fb30xyT1N2yh_MkJmrsPW2HMr2v66zhcCN5Ft4hxYD9vKVnLJfB2whKc3Vb2XSk7mzchtW5kYRNW5VjGSfN7RzLvkwXwSvW7N0R7K1rrK_hN2PtRlkCZF1xW1qfRtC5Sxv0pW8BJZ1v7SZkBrVwHlr21z3T0lW3RjBY950HG_TW7-RfL421SRpcW78rJDZ3VZbnmW9l_BMZ91CFx8W7HcS9n2y7m2HW1jxq3M9dM8MzN4FkVQ-X--vxW88FFVh4TGCcHW8_Thz-87q8YYdlFRv404 ) , Giannis (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3mSW2j80Lw8995y1W8fSzVB6l8n0-W60L87g6FLF7PW3NSFlH54dD7sW70xwk62-Yt0DN7QSVr7DM1M-W78Gbl13RSYKvVB0fCw8SqBpSW8nykk_2C-CKGW70ydpB8LRtP-W2RmlyD93c_LWW1y_HYF6HnSpyW2Zbq8V6PvC7JW2R-Zf68Vdw3gW6hYTgv1hTfXrW1kvLws48cm_cW2Hn8j05q3bt3W45GT1G571g0nW2-9ffX3KxVqNW90wMXb60glYnN5Tx24Jg3f_5W5yfCpk366wbMN1dXHLzRWhccW8L8WKC4cYzz9N7S5H8dRc339W4cyzsH5MpljdW6dGpmG90q8mDW7KH70t8VylG3N2MbL5kCYx58N8w531HZDZ96dyrjHW04 ) , and Dawn Staley (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3lvN1byJSdRV0-ZW8Y-gVs1ndBSbW3M34sr7m93zGW12W0wH5FmkJyW1rnpTl6b-y5YW8LJCM42j4bt1W46PPvq8p7RcmW5nfQLJ8HBnRSW3byWqS2znFpXW192Mfc3qd3NxVCrlbq71sQTNW7q4fRM12v7mjW76k-Wm1Qh1jDW32lzlQ1wDjqJW47G3_d2JKh1NW5rByf32qBZSBW5V_tdg5Gg_jmW9kbPwJ2zyc-JW2HT_tt5hwH8NN8FVG-L8_W2KN5NsgSLgXPR2W4jKyqK3tLM2-W7wkpny5llY-vW1frJ3v1Zn80kW6nl3fp1J-8FvW6lMFy37BJM5TW8z_sBH6xDM2CW2rf_PY35WVrbf49-KK-04 ) . Players own a large piece of the startup, and their equity pool is now worth nearly $200M.
- Baller League (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3lLW1DbgBV66KTQDW23FtF-5Mr1HJW36Rglb22zBCnW5TRFBR8SDqv9W40b7nQ7-GvRZMtVjd798DGhW6tRVsg60zMCzV2ZxFZ6XblDhW1B1GFc2zX22TVJZKHg2kFgJdW3gbhq47NQ0sRW1bPCXL1mRYR9W1SK3DZ6GCYZCN1YSs6KtsQytW2tx13L7F6DDHW1lZ6HV8tr1h9W5dFRh23Vz94tW63dtSd43gztlW1Q3H0q5LMSD3W7C068H4DdJsfW4_84My4QYWNXW664P-M5zQ2yfW7ThXqr3CXxmgW5xnj866Xr5_zVDY2V54z0CZLW7dnjJz2Wd7J2W84syBn7lwTj_W5RFnNF3-0HVFW1b_Nyw3ygb82W2Q5MJJ5vzsYdf2fHyd-04 ) (Mats Hummels (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3mSW7HhvcG3yFtPpW2mwmyR6vfSxpW37gNkL5x2qssW6jtYhd48-K0MW8pyN2R8jgfdPW8zsgKN4ZwjnCW2t3tfD5ZDVjxW6ZbGDH1tCDVbVKvK_n3jbqp7W5ML1f24ZWY0GW7tvyWN2yrvcJW7ntfTP87_qw_W4_FxRD3SXrt1W2yjw6T897YjmN1QzXZ6MWV47W2kRpk72yKdbkW23M0YH5TtFpWN4mTqcFvr9x0W6g29Xh1hpgYTW1t8ckN2nTv9vW8zwrGk1KChKrW7BvSjF4mFt8xVKZMXC2xWF3vVcrKgh2f3D3LW2rmQr51xCfyFVsXxgW4fJ9QSW3-19Ty6y2wQyW1jj0Mh1fHKNCVYCCWD49sn3FW3xY2FR8KLqJNf23MVZY04 ) , Lukas Podolski (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyk_45m_5PW50kH_H6lZ3nmW5Wdg1k9f_W2zW8fFDpp7DJWz1N7Jw_7btGqPnW5xrTz39gfcG-W5ZVy2G2dwkmHW5bTJM98kHM2SW4rChpx69QN8mN5PdscxvyxGGW7QKlrX4yF7tgW4_Srnn61Q-XQW4F-q284VcWWxW3mDhY988W7rhN1VK75GGJmdrW8b7d5f1ZhcLWN7-HZHlKKJW8W93Vcnk7mVG4GM8QLmwVYlZmW37KP0Q5BRgFsW48Lcg02TRJs-W5GNQ3H8Ghs9dW1hGm3Z6CyGRvW90DcbW3rmZxsW2ZMsZ674MHdfN1yJZ6jlnHg-W3MQC277VqXMyW6CB-3p7R8f_KW8rwL-s4cS6P6W9jvqPM2YvwtsV4P8Vv24cT0zW3jcCyp6yxxMWW4cmjbX3sRkq1W8zQ9vW8vflpxf1dSbC004 ) ): an indoor six-a-side soccer league that has raised $32M, led by EQT Ventures (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3pKN4pPhTzRl5QmW56ZDCS8Q8YG3W4fVC0P8KSH1GW19RYNF8FJQKmW8Wj-Vm4ZkZ2bN2ld2K_TSzM7W4jdkFq4-v1v4W4C023f3bHd3SVSZB4N7BXSB3W2k-Dm73B66dpW7KYBN52sFjBXW5rZPzz1MNcvVW1tsd1511XQHqW2WZrKw8xxm_bW2XyYr65s8KdRW3jfVTY8WJr0hW84N1JD7qV0xzW7nTXXV2ZZwCnW8CGCjh6Kt7sjW1rv4MV2w27PqW8-nD44248JmMW329T0H6NpzFkW941F1H5s-WMXW30Blq721dS1JW1f89Kf3MW5cgW4xp6_z2CNwllW6WZ8mg7352KmW5z4qNQ3xV8d-W8yrHTv791bNxW4_M00H6Xgc-Cf9m0mm204 ) . Its first US season, with teams run by stars like Usain Bolt (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3l_TXGG08bR8mJN7th9fwCt3mvW7bVsbN4rKbrwW3C3WBc3VHjL7W9gFHdb41GD61VJNqj_12CLC_W6pNjXk5LgWnzW3lKGSp8_8mBzW3gg7LQ7ZvNgLW8DW9PP6J21xtW5Mp4vW5sbLLJW6-FtVq7ryPQ9W2TPp5l6XCV2dVkx_HC5kJ5JRW5QJGT05SKNY9W63s_0b3PXHH5W9dYJQf7xGWq5N2ZXdBpvtfv7W4kN2G96Ss2ZnW96pnz047-GXbW5Q4cNt8cYczLW6fgwy-5Smnq2W2y9rLv2gFnkqW1v8Rvp63RDJzW6pMZVq3qT_7wW1skWqK1lK7_cW31L2ZH9l5mHCW5JyDw23qJmF8f2j_l5Y04 ) drew in as many as 173K live viewers in March.

A few investors have started making repeat bets on new leagues. Ares Management (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3pMN9b7h-p8FCtgW8MgtMN6jk3FHW46cK396BgLctW2Tdyfm3gKxmwW8W73rq59yKvmW91tGSK7tWcTbW86nPZ-8k67LGW15jqmg8s4-k0W26WZbC8m2NDjN44b75mN7yHwW15tHW25-mZCzW1HzSj15PQChGW1rtslt1rF2_sW800sJp4YZJFBW7GN8hf4PWLWzW1tpMMY29xVTgW1HHVtk8bLBxJVk6TrB8qx9TvW7K3bn-3clY3GW5f7WxT20qW9cW3_0Bxm9bKml8W67wZMf2lrWtYW3gxdB924X6X8W7Lyn-d7LyFpNW2z2x7M8KjxXpN7R-ZTM5Q38nW7J9VlM5ZS93wW5khHSv7Ng_M7Vs3wy420g4Y6W5k1cW26QzLPDf7Lq2gH04 ) alone has backed Shaun White's (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3krW2LJMby2-tYN9VDW8SJ3992QqW2v3XMd2lzHXQN394ZDQx7-dMW5sjXkT7t1NBqVG_8J_2Bpg35W8wmV0g2fQv2qW9hzf9W3XMJPtW3xG5F_7lDsZbN16kQRg5CwhwW2WNjjx6QSXp8W3WjfdP1--RYGVS8Yzm1JYkHCW41L9J317qqxkW5dM_0t5-3M3SW8Jkc8R5XnLXmW3RqczF8fBXyDW92JRr29fr4CNW7q2Dzx5gVS0RW6dgrqr5Rsdl7W8b5PJr5TRnvYW7wCN2Q2LN6sSW5KjP_-5DVM9BV_95wy2YXY6mW3Cb8SB1Vf3-JW4ymt7m373hJqW4-Qyvq2VDB8sW8jrYhb6WmZTmW3WL6Zg3_sGbhW3Hz89p4_66xMf2Vfsw604 ) Snow League, Paul Rabil's (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3ljW5BzLPl1LBN1KW9fvctf7W2LSkW78ZX1f56MrkLW1FZQbv4t7g5lW4Wrkpz7HRf7qN59-fZsSXgZgW5-WJPM1qDZY8W5cnLBG33GQt8W7bYkR_8XHnxVW6Q__Gm2Xm_KpW6_vjz_3myJKTVXqp5G7rCY70W16CwVW884LMzW7LFSgh82WYq-W46yVSW842xlrW6LJ_0X9lRnQ9W3y2z2R94D1l2W2sgmlt5s4NS2W3xWq-l8pkqrYV4DbbM7Q6_dKW3MhKyb4FBcfXW5llSKk32DPx8W3kMCpc1_6cmjW8Z2QqX3b2RgdVPkPqL8hVT9wN1lt0Pv-zBq8W2HZvkd4HwpvyW4m_GvF63zG3dW4LFkdf11Xq3zW6gnF_r6yFtrDf8LSkqj04 ) Premier Lacrosse League (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3lDW8MtB5H2v-s1JW6xXz832_-qhjW48mQY18X4f-xVYpRbl12ZyXvW7crPpz3ZThHhW2ZkCY43czNgxVK2bCf2P_s8_W3pv6gR92fQwHW4477pQ5HZpXGW4DbdKc7yzcX9W8LcJFT7myKvcW32kXLT4FDk_fN855VT8Fk_b4N4rpSfs3NJ4WW6jYnd_4_z60PW8lhgV04YbkLkW5_Y3MD6cpZvpW8ByD_t7cQr7FW66t8nM2zNrRVN6qvG2-psWq2N7xBFWk2lHPSW91tQw75RQPsXW1L_cXM7ydWKVVMgHV787KLn8W5MZn9l1tcLKjW78vw3y5_MsSrVTj6jY30yRy3N26fSR4z3R9PW2rpYZl7mM0dMW2zzthh6Th2Fyf4M4mmY04 ) , and League One Volleyball (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3lqW2xk-YH1z2c8nW62t3-M88NmN6W1y-wlK7jpY-gW7sYHYj7cJR6fW2z44sH5mzvBQW74pQST76DTsjW4kftQK8CRqMrW1n2WrP3N4zZVW52X0jr24byqyW9f_-tS8pRq_WW7kCGzH7B6G6FN4kgBvjM7GWYN64Cn_3snDFkW1c-p4n67VZByW5_kw8_7Pw9pwW1NNP295QnchvW6YDDkg3lHVc7W6ppyQw4kwm65W26_G8F22TkSDW7gb3pW7q96R7V7qfJ11z8M1bW4b-N4Q4vS4KdN2FSbZ9xfX7CW5Yg3qf6p-X4PW2NJDmY2K2lzJW7_tRmz4mZ4WHW7TwSYw7j8qR6W1_vkxq8YP_KhW8hLNmx7jZRGcW7ftM_X5TWzFtf59_49F04 ) .

When influencers launch their own brands

Influencers used to get paid to post about other companies' products. Now the biggest ones are launching their own CPG brands and using their audiences as a built-in marketing channel.

A few standouts:

- W (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3nkW6QXZbc5lghTzW3yljyQ1C7c3JW7nRm-38jNvgxW5n0XgD72W3GSW7NWmXQ4LPkjhW25_2837Njlv4W3j9g-t6FkM9dVYTWtt3TSJzmW8t5w266HCg24VZK5yF8MRnt1W3fzFhn2sfsxSW1TZ_q235yxnfN6qNc4NqYjLTW7XDmfG8FLjp4W53kn4S2FrXS4W10pM7Z6wfGT9W8GpDls4-ffdbW4SY3L36c6PjkN2jxnlfwgWvxW33wRyn28TP-cVNNYcF6WMTPdVX1LK96z1-7-N1XkBHMcJ9FlN3HGw18Dt043Vv9Ds365W4MdV94LKN7T3gTRW3p4v9M3brXt_V9_tNP87zQyDW7mYmn668GPM2W8vhbnd3W8w4qf84T4ln04 ) (Jake Paul (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3n3W7FM2Xw2WdGP4N6hhmF1kSJTtVKBQDn8gGFyPW5lrvDz7Gz77DW6LqZmW1_HWGrW1sRcjP4T2cbGW8MjmqB74qQklW39G9j_62NGF9W1Vbb-_8kcFhkW6N24mT6kJ21FW8_G49Y2QJw5-VTVp6476wjJlW6n4WH96qQrjRW5lfVWV4P1LTjVZxyB_2kB5gbW9lRgGy3Wp4t-W96yPhP1XS1xBW5nDgX652JD2PW2Y5jn22GL5qqW7zzvYJ713pYPW6fcGfJ2N-V2xVVgqw18MGVY6W2yGDVN8Nk0GLW4CTNnx2QcX-NW4Z8CmJ7-c2CDW6Zrrwl1GrmPDW3l8KVb5QFCQsW10GJJK3x0YF0W8dz7xf2l1cH5W2NYBnk8pTZbVf1Ht7_z04 ) ): a men's personal care brand Paul co-founded in 2023. It launched at Walmart (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3mgW50f_6d2bYBQrW2fPKZw3P8v_LW36tqm18_wvQVW2RcF-z8RfWC0W4J8Ghw5LJNHJW5jYlRY8y-j9bW4Bzq326RPgjCW5k1wB25HqZpRV2mhMJ3h19b3W7Qp3Bn3x8njPW2VQCqV4-_lyPW6h_8vZ591jfcV2j3wr1gzXnzVQ5NXS2XrZmHW5p353k6Jgs2hW7snL4Y2QsyrRW8tzXcV5gHdjGW23-9FR1gn9YpW4cc_zq2h0QmlV4STy15g8HlHN6VRjKzdXVBcW4rjSJr5yWypyVTS3w15kBWmcW9jH22z4cQvPGW1NdKqX4Ms8NSW7WX3F26Z6_YtW8p8Xzj540TrYVp8rbK8fdN9sf4vLTL604 ) and set a record as the retailer's best launch in its "Emerging Brands" category.
- Khloud (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3lxW8ZXWz05jjs4DN2mVf6J5rJ4vW7vwP4p4GY1QXVW1Mfz3hg8TyW3R0bJR7nqpSCW3mYhYN7VPmKqW4M65pB5fM2r2W8v8GHp80_vDyW227Hsk39vHR8W5Vvfms7ck6WQW9c3CVv4YbwRVW6QsRG_3fTKxKW4Z9kmr92yfV2W36X_0j5BbsmNW7mmHr26lrpqmW7lRTj-789QkMW6XGyPQ66l7XnW14Ch_p9kp1JdW8dbN3f2_kW9WW3rlKCg2cP5xFW57J03N4rL7hSW8LZrtR6sGw2RW1F59Vj4KqV-KW504Dxp30l8QyW3tsZr936j7JRW42rF504Yf0jqW4mX0883rFt32LlcQK7pVhdW21XFbP6-D1kTV2jNZK56cQnjdxspNK04 ) (Khloé Kardashian (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3kNW2Hxwgj3VwyPJV3TF6v48ZcsYN8sVqgDxzMsSW9fcKM44bQhwkW5x9jmd1G3lxjW8grz661N7_NxW48S7fW2qMxcYW4VtTfj10JQ6SW2QgT123q-lGrW1kJVfg2Cm9qqVwrGMg1dyNmvW8MB5x-3C40CRW3vmTjC8hTlnSW93BzTJ2CBCvcW6d3K_w6gk27ZN63R6dvQw5sRN3_gc9yYk35NW2h_d6F80YlJnW47xc628wfGvPW5KjGM-5fxzNMN5YxVqpg8xs3W7Qbn605TxXg8N2QtLrH6dktNW1NH-qH4F9_1mW6528Sm8s4bBxW3Tq7wv2K-Js5W1602b94zlfDzN2MHtXhcvjv6W18H7QP354G4HW7wYrmt1SB3Dsf3yssGg04 ) ): a protein popcorn brand that launched in spring 2025 and is now in Target (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3mvW31r5hR6tf7fHW4sGzyq7znfFFW5JqNDD3xY7YXW1YBxVB4SC1J6W6fDCX840RrKCW2zWFQ17vgkCFW6G1fTJ5dtq_NW43lTkS7-SLX_W31TRw82CV-FTW8SbYzM6X0b6hW1_NXcK1YHP27W4M930f145xZGVQF36c1hwTsDW2v5lh74v79TdW2C7Bz92CNXt9VcPNBP3tcNTmW4g-D6V4txtPJW5WPSSP6rzLv-W4rkFX85QhnJnW866PvJ6wtvmhN3FcqC_4bKv2W6Yb1VB6t0_DNW4bFCM41sXrr7W7dp9Fk2VB4rQW87_jHx17p14FW2DWq8q1p0N89W1KsSDX1KcHgQN4bKJQrzyWB1VVZhwB8hxTNWW7bFQnp2YR0lbf7tk3rY04 ) , Walmart, and Starbucks (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3nXW9343mM3H_79_W23Pw_Y3nHDMcW1gdvkY4rKVcRVTF0s16cFlWYW6LMKpx1BVjMJW8tVJQf3Xwnn_VHfdzY8LK2LHF9bT3JMTTZzV9WRRs2kklsPW3x1f2b1LntJyW2yfnMC2qY7mrW3WFpp_2p5TryW6-8_tp40KB4gW6lrNB959vh8gW5twh_97D_XtHW8X4rCB3RjVblW4dPs9Z3zThBMW36trTb2zGy43W4Vqzym48Lr8pVPYHgd2CSpLGW3Jfp4k8t2WJxW2wf52b2t7_gVVCCgQw2_tcJkW30YYlH486xzSW1_l6xD3RSQRcW45_xy23dJt5GW78Bttx2YB7gmW8vVg_N5jpjzTN1hT5H2MvDyZW26vJ3z3hl_htdvdNyz04 ) . It has raised $27M, including a $15M Series A in May, and Fortune reported in August that it's growing faster than Poppi did.
- Sprinter Spirits (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyk_45m_5PW50kH_H6lZ3l0W6RkY-04RDcPPW1fbPPk84_SQ8W3_J8V88hh1LPW1M7M_K8DMbGWW8Psc_n26C4BGN1T6YVXYVk25W3t1DK72h1p_1VkWM7M3BfN1SN5jnsHm99gHPW127XmJ6x3zH9W6DrCYW3wN1jgW8T5XtQ1mcK8dW59JDqV32HdDBW1W04vN2FTqTCW8wfTm31NsSj4W7b-MM07Hbm2vW4MxJwp1s0GrnW4GWqXj6TMv9-W8K-Qg-1z04XvW3wzGNb68ZHZ4W4QPR2L4NBKP5W23jdX666fSmPW5RMSQm984WwQW1YS2Gf4M4rPxW6QJn-r5hGGWkW3HWVZy8rTJnrW1Mpsm86ZGcM_W5150qn4SFMvrVWwxBY68f14xW6nd2fV7BM-8lW5ZNmDP316Nd1W3VYF_C4m4WQFf8JDs5P04 ) (Kylie Jenner (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl0T3prCCW8wLKSR6lZ3l_W7NcMhz8KwbMfW2pxt0C7_DyLbW6-xgQt6jtcHzV3hLd02tVW2KW4FpPhk8hfnXdW9lmT6m6n5tnTW5TDv7436brJbVKl0Hg4Qqv-4W4HmM-r69-3X5W8pV15c7jPCgXW11tlpy97tF_gW5FSKKV2DlGrlW2KCtlw3XBzFyW7F2zLv2y10bNN4Bl70FlbfDpW8Hb5fn7BbtpnW15lVt64HRW1_W7NSRtp2XcM6yW7M1H7s5GNH7QW8_5XgY3m2LmkW2SNYZk2d0Vk3W29GGht38w2t7W4wp-kd8Tl8YqW62Z2KX2fsfFzW39fGGz24RfnmW6bqYwP8FfK52N4Wq8Z_dmGGWW5fmSNx69P-0sf12VWX204 ) ): launched as a canned vodka soda and has raised $17M. In April, it expanded into alcohol-free hydration packets.

Many of these brands come out of the same playbook. Night (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3plW7TWGFh5lmsphW4SKfYj8sMrqHV80ZCC6WsycsW3jV_fD8B4XlyW7QpLYR5JGBytW5TbK6N7wX7phW5hL1L0904jrrW4ZbmNR2CFlvCW8lK0hn9cdM8-W3h75NP2X-MdCW6yGRw81rLYkzW3k0fLx8xMLnWMzY_W8Zby6SW8lpM162CSdCFW970yj-13-k_rW3vyNzH1kyz8hVmRth04LkVNRW5GZrJm1kzT4vW3zWLH28GfL27W30TZ9x7nKz8VW2g43tV7n-8lWW2jxbdF2Jnl9YW8bf1Ll6mGt8lMLwHw3pqj62V4m07X9lT749W86cQng5KglYzW83wR204jM0T6W6gm81d8z1ZRQW8yncTJ3xZt08W6PwytG40J8_mf43ww1604 ) , the talent firm that helped build MrBeast's Feastables (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3pkW17jCKv4FZ7wrW5GbdtQ2q6s_hW4QB_qd7Vkcq9W4j7NPK2WGrT_W1HVfjj93CLfJW1T3LNv952MdQW7_nZpt8q70S5W5yM0FL7GYTbfMSn40yQCv0vVXP0F72VwmvWW7LpB1m9fWCNlW7gZSg862zf-DN8GZVz7QHHcqN87S1M0WNcblW25Gc5Y1dsGfDW8p35Qg7VqWyRW4Q_WHj4LRqPGW2FKR715TK54DW5d6QbP1__T8MV4chzG4Cjw8jN8ZRp9KVCZ_PV-Dl5z6YDl11W2pLgL01q-9vWW66bVQ25ft_GZW5p3HMN1WSYGjW3--L2K3NJD5MW88WvlZ8GX9CwW8PLkJ818rSQsW7Qs2zW6d7xMsV-wBFj45mX9pf2gxmz004 ) and Sprinter's new hydration line, raised $70M in February from Founders Fund, House Capital, and K5 Global. House Capital and K5 are also on Sprinter's and Khloud's cap tables.

Still, not every audience turns into customers. Alex Cooper shut down Unwell's (https://research.cbinsights.com/e3t/Ctc/T5+113/c4SYk04/VWffL68yVcNqW5TYwH18M-1t2V5XFwB5VWj7lN7qyl183prCCW95jsWP6lZ3pvW8n-8sS3XtdCzW6rvtys5q7DH0W6bx0Zw868MFzW8qGNys9kpF05W5SY2k41_ZM87V8JZ1r3YD0nwW6gfWQy4Xqlr6W6c2rL97r5DvyN27B5Ncf1rPjW5R-zlp5dWmSMW3vZ5mH4r5ZY1W836L-M5Fg7cCW33nJWB63ddkKW3rxJdm8wJNG8W3p3HcZ5X4yqXW1bFbTC9cgb_SW3v021_6_15G5W4wyFV-3Y_Ct1MkcyvR35NSLW74GBDH7BNgySW9dchqt8gZ4WMW8BZ9Hc8Xw_vkN88MJpyVz-NyW2tZx938pYTGPW8YcV-q1KmPvQW1sGvWJ5yCf-6W1kGJKH9ddnMRW8wk90t3pSPjzW2k7y676ZxgRPW5g6LD63HHT1Kf5_1stl04 ) drink line in August, days after her media company was valued at $500M.

The list keeps growing

Celebrity-founded businesses span more than leagues, AI tools, and consumer brands. Jalen Brunson launched Thirty Third Management in September to manage his off-court business and represent other athletes and entrepreneurs. Coco Gauff’s iROC announced its first two documentaries for Tennis Channel in June.

Earlier launches include Issa Rae’s Ensemble, which connects brands with creators to make sponsored content. MrBeast’s Viewstats sells tools to other YouTubers. Dua Lipa’s Service95 publishes articles, newsletters, and podcasts, alongside a book club.

Some are selling to fans; others count creators, athletes, and brands as customers.

We'll keep tracking who turns these companies into a payday.

We love you.

The CB Insights Team

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8 October 2026 · 22:00 UTC