Why Footballers Should Shift From Luxury Cars to Art: The Cultural and Financial Power of Art Investment
In recent years, art collecting has become a growing trend among athletes, particularly in the United States. Basketball stars, American football players, and music icons have recognised the financial and cultural value of investing in art. However, this shift is still in its early stages among UK footballers, who typically focus on other luxury assets such as cars and property. With the global art market continuing to expand and athletes like Maro Itoje leading the charge in the UK, now is the ideal time for footballers to embrace the art world. This article will explore why footballers should consider investing in art, highlight athletes making waves in the space, and discuss the financial, cultural, and brand benefits of art collecting.
Why Footballers Haven’t Historically Invested in Art
Historically, UK footballers have been less involved in the art world compared to their American counterparts, and there are several reasons for this. One of the main factors is a cultural difference in how wealth and status are perceived. In the UK, footballers have traditionally gravitated towards more visible, tangible investments like luxury cars, watches, and high-end properties. These purchases not only symbolize success but also provide immediate gratification and a way to showcase their wealth publicly.
Footballers’ spending habits have often been influenced by the fast-paced nature of the sport and the desire to enjoy their wealth in ways that are familiar or commonly accepted within the football community. It’s not unusual to see players flaunting supercars, designer clothing, or multi-million-pound homes—items that are easily recognized as markers of status and success. Cars like Ferraris, Lamborghinis, and Bentleys are staples in the garages of top players, while luxury property portfolios are seen as a safe and practical way to ensure long-term financial security.
Additionally, the art world can seem intimidating or inaccessible to athletes who may not have been exposed to it earlier in life. Unlike property or cars, which are straightforward purchases, art can feel more complex, requiring knowledge of the market, artistic trends, and an understanding of the potential value of emerging artists. This lack of exposure and understanding has likely contributed to the hesitation many footballers have shown towards investing in art.
Another contributing factor is the absence of strong role models within the football community who advocate for art collecting. In sports like basketball, where players such as LeBron James and Jaylen Brown have championed art investment, the influence is clear, and it creates a ripple effect within the athlete community. In contrast, UK football has not had as many prominent figures leading the charge in the art world until recently.
However, as more athletes and celebrities from other industries, particularly in the United States, begin to embrace art, the perception of art collecting is shifting. Footballers are starting to see the benefits, both financially and culturally, of diversifying their investments into the art world, and it’s opening up new opportunities for them to build their legacies in a way that transcends traditional luxury spending.
Why Footballers Should Consider Art as an Investment
For footballers, their professional careers are relatively short compared to other professions. While they earn large salaries during their peak years, planning for life after football is essential. Diversifying their portfolios with smart investments is a way to secure long-term financial stability. Art, as a tangible asset, has proven to be a valuable and culturally significant investment that can appreciate over time.
According to a 2021 Art Basel report, the global art market was valued at £50 billion, with investors increasingly viewing art as a stable and lucrative asset. Art provides a unique opportunity for footballers to not only protect their financial future but also differentiate themselves culturally. Beyond the pitch, art collecting can enhance their personal brand, elevating their status in new circles of influence.
Athletes Leading the Way in Art Investment
Maro Itoje, the England rugby player, is one of the most prominent advocates for athletes entering the art world in the UK. Not only is Itoje passionate about art, but he also uses his platform to educate and inspire other athletes to engage with the arts. His commitment goes beyond personal interest; Itoje is dedicated to highlighting underrepresented Black artists and using art as a vehicle for social and cultural change. His vision is to shift the narrative around athletes and their role in shaping culture, showing that art investment can be a powerful tool for positive impact.
In the US, NBA players have been leading the charge in the art investment space. Players like Jaylen Brown, who has actively worked to involve more athletes in art collecting, see art as not just an investment but a way to engage with culture. Brown has been vocal about educating his peers on the importance of art, both for its financial rewards and its ability to leave a lasting legacy. Other NBA stars, such as Kevin Durant and Carmelo Anthony, are known collectors, with Anthony often attending gallery events and building close relationships with contemporary artists.
These athletes see art not only as a way to secure financial returns but also as a means of connecting with their communities and contributing to cultural conversations.
Music Artists and Their Foray Into Art Collecting
The intersection of music and art has long been established, with many high-profile music artists delving into the art world. Jay-Z, one of the most famous collectors, has invested in works by Jean-Michel Basquiat, while his wife, Beyoncé, has also shown a keen interest in art. These artists see art as a way to express their creativity and support cultural movements.
A notable figure in the UK art scene is Slawn, a rising artist whose bold and energetic works have captured the attention of both music and art enthusiasts. British rapper Skepta, known for his influence in both music and fashion, has collected Slawn's works, further highlighting the growing interest among musicians in supporting emerging talent. Slawn’s rapid rise in the art world offers footballers a chance to invest early in promising artists, creating opportunities for financial growth and cultural engagement.
The Role of Brands in the Art and Athlete Space
Brands have increasingly recognised the value of aligning themselves with the art world, especially through collaborations with athletes who are stepping into this space. High-end brands like Louis Vuitton and Nike have embraced the connection between sport, culture, and art by partnering with athletes to create exclusive collections and campaigns that blend these worlds.
For instance, when basketball star LeBron James collaborated with Nike for his "Art of a Champion" campaign, it wasn’t just about sportswear—it was about highlighting how the art of winning in sports can translate into the world of culture. This kind of collaboration allows athletes to become tastemakers in new industries, helping them build their personal brands far beyond their sports careers.
Similarly, Maro Itoje’s partnership with Sotheby’s to highlight Black artists during Black History Month is another example of how athletes and brands are working together to engage with art in a meaningful way. These collaborations allow athletes to use their platforms to raise awareness, celebrate diversity, and drive change in both sport and culture. This cross-pollination between brands, athletes, and art enhances visibility for all parties involved, creating opportunities for athletes to become cultural ambassadors.
NBA Athletes and the Benefits of Art Investment
The NBA has been a frontrunner in the intersection of sport and art. Players like Carmelo Anthony and Kevin Durant have embraced art collecting as both a financial strategy and a way to connect with contemporary culture. Durant, through his investment firm Thirty Five Ventures, has backed various projects in the art and media space, while Carmelo Anthony has been a known figure in the contemporary art scene, often attending exhibitions and acquiring works from emerging artists.
For NBA athletes, investing in art is more than a financial decision—it is about establishing a cultural legacy. By collecting and promoting art, these players are not only securing their futures but also shaping cultural trends. This involvement enhances their influence beyond sport, placing them at the intersection of finance, culture, and social impact.
Jaylen Brown has been particularly passionate about encouraging his fellow athletes to explore the art world. He believes that art investment can empower athletes to diversify their portfolios and leave a lasting mark beyond the game. Brown has taken steps to educate his peers on the cultural and financial benefits of art collecting, further pushing the idea that athletes can be cultural innovators.
The Cultural and Financial Rewards of Art Collecting
For footballers, art investment offers two key benefits: financial growth and cultural enrichment. As the global art market continues to expand, contemporary art, in particular, has shown resilience and strong appreciation. Investing in emerging artists early can provide significant returns as these artists gain recognition.
Culturally, art collecting allows footballers to express their values, support diverse voices, and align themselves with broader social movements. In a world where athletes are increasingly expected to use their platforms for good, engaging with the art world offers a way to lead and inspire.
The Time is Now for UK Footballers to Get Involved
With athletes like Maro Itoje and Jaylen Brown leading the charge, there’s no better time for UK footballers to get involved in the art world. By embracing art as both a financial and cultural investment, footballers can secure their futures while leaving a lasting impact on society. Art offers a unique opportunity to build a legacy that transcends sport, and brands are increasingly recognising the value of this intersection.
Art investment is more than just a financial opportunity for footballers; it’s a way to engage with culture, influence trends, and leave a lasting mark on society. As brands and athletes continue to collaborate in this space, footballers have a chance to lead the next wave of art collectors, ensuring their influence extends far beyond the pitch.
So, as more athletes begin to explore the world of art, what other unconventional investments do you think footballers should consider? Share your thoughts in the comments and join the conversation on how sports stars can diversify their wealth and cultural influence!