Celebrity Business Moves — 2026-09-12
Celebrity Business Moves|3 min read8.5AI quality score — automatically evaluated based on accuracy, depth, and source quality
Celebrity business activity this week highlights a decisive shift from passive endorsements to active equity ownership and venture capital participation. In India, data reveals celebrities have backed nearly 50 startup rounds, while in the US, athletes like Dak Prescott are securing significant ownership stakes in beverage companies.
Celebrity Business Moves — 2026-09-12
Top Moves This Week
Shilpa Shetty — Leads Celebrity Startup Investment Rankings in India
- The Move: The actress has emerged as the top celebrity investor in India based on the number of disclosed funding rounds.
- Details: Shetty leads a Tracxn ranking with 10 disclosed funding rounds between 2021 and 2026 YTD. She is followed by cricketers MS Dhoni and Sachin Tendulkar (6 rounds each) and Virat Kohli (5 rounds).
- Why It Matters: This signals a maturation of the Indian celebrity ecosystem where stars are not just brand ambassadors but strategic investors in sectors spanning food, fashion, mobility, technology, wellness, and consumer goods.
- Smart or Risky?: Smart. Diversifying across 10+ startups mitigates risk while providing exposure to high-growth sectors that align with their public personas.
Dak Prescott — Secures Ownership Stake in Athletic Brewing
- The Move: The Dallas Cowboys quarterback announced a new partnership with Athletic Brewing Company, moving beyond traditional endorsement to ownership.
- Details: Prescott joins the portfolio of Athletic Brewing, a company valued at approximately $800 million. This deal adds to his growing business portfolio ahead of the new NFL season.
- Why It Matters: This reflects a broader trend of athletes seeking equity rather than just cash endorsements, allowing them to benefit from long-term valuation growth.
- Smart or Risky?: Smart. Athletic Brewing is one of the fastest-growing non-alcoholic beer companies, offering Prescott a stake in a high-growth niche market.
Vijay Deverakonda — Launches Skincare Brand "Unhype"
- The Move: The Telugu film star launched his own direct-to-consumer skincare brand.
- Details: "Unhype" targets consumers aged 18–30 with unisex, daily-use products. The brand focuses on simplicity and accessibility for the young Indian demographic.
- Why It Matters: This enters the crowded but lucrative Indian beauty market, leveraging Deverakonda's massive fan base among Gen Z and Millennials.
- Smart or Risky?: Risky due to market saturation, but smart if he can leverage his specific appeal to normalize men’s skincare in India.
Brand Launches & Expansions
- Vijay Deverakonda — Unhype Skincare: A new DTC brand offering unisex daily skincare products for young Indian consumers (18–30 age group).
Investments & Deals
- Shilpa Shetty Kundra invested in multiple Indian startups: She leads the pack with 10 disclosed investment rounds since 2021, focusing on consumer tech, wellness, and food sectors.
- Dak Prescott partnered with Athletic Brewing: A major ownership stake in an $800M beverage company, signaling a shift toward equity-based athlete deals.
Sports Stars in Business
- Dak Prescott: The NFL quarterback secured a major ownership opportunity with Athletic Brewing, a $800M beverage company, marking a significant expansion of his business portfolio beyond traditional sponsorships.
- MS Dhoni & Sachin Tendulkar: Both cricket legends remain highly active investors, each backing 6 startup rounds between 2021–2026, maintaining their status as key figures in India's celebrity venture capital landscape.
Analysis: What's Trending
- Equity Over Endorsements: There is a clear global trend of celebrities, particularly athletes like Dak Prescott and Indian stars like Shilpa Shetty, prioritizing equity stakes and ownership roles over simple cash endorsements.
- Seed-Stage Dominance: In markets like India, 55% of celebrity-backed startup rounds are at the seed or angel stage, indicating a willingness to take higher risks for potentially higher returns in early-stage ventures.
- Consumer-Centric Focus: Celebrity investments are heavily concentrated in consumer-facing sectors such as beauty (Vijay Deverakonda), food/beverage (Athletic Brewing), and wellness, leveraging their personal brands to drive immediate consumer trust.
What to Watch Next
- Expansion of Athlete Venture Funds: Following the trend of individual athletes like Prescott taking stakes, watch for more formalized athlete-led venture funds entering the market.
- Indian Beauty Market Consolidation: With new launches like Unhype, expect increased competition and potential consolidation in the Indian DTC beauty sector as more stars enter the space.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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