According to Forbes, Chicago Bears quarterback Caleb Williams has founded a private equity investment and business advisory firm called 888 Midas. He established the firm with managing partners John Terzian and Ross Walker, alongside senior executives like sports investor Lew Wolff. Their current portfolio includes stakes in Athletic Brewing, Function Health, Goop Kitchen, and the NWSL’s Boston Legacy FC, focusing on the intersection of sports, health, and technology. This comes during Williams’ second NFL season, where he has helped the Bears to a strong record and the NFC’s No. 1 seed heading into Week 15. The firm is in the planning stages of broadening its investor base to pursue more proprietary opportunities.
The New Athlete Investor Model
Here’s the thing: the archetype of the athlete-turned-investor is usually a post-career move. Think about it. The classic story is the veteran star, nearing retirement, using their name and accumulated wealth to back a venture fund or make a few angel bets. Caleb Williams is flipping that script entirely, and that’s what makes 888 Midas genuinely interesting. He’s doing this at 23, basically at the absolute start of his professional earning window and career trajectory.
His partners are emphasizing this, calling it “a framework that has never been done before for a professional athlete at the start of a career versus the twilight.” That’s not just PR talk. It represents a fundamental shift. Instead of waiting, he’s building the infrastructure and team—the “offensive line” for his business, if you will—concurrently with his on-field development. The mentorship from a serial sports owner like Lew Wolff, formalized years ago, suggests this isn’t a impulsive branding exercise. It’s a long-term play built on actual relationships and, presumably, a real education in deal-making.
Portfolio Strategy And Cultural Fit
So what are they actually buying? The portfolio they’re assembling tells a clear story. Athletic Brewing (non-alcoholic beer), Function Health (lab testing), Goop Kitchen (wellness food), Boston Legacy FC (women’s soccer). This isn’t a scattered spray of investments. It’s a tightly themed bet on the convergence of modern wellness, lifestyle, and sports. These are sectors where an athlete’s influence and personal brand can have authentic leverage. Williams can be more than just a check; he can be a credible user, promoter, and strategic voice.
And that’s the core of their stated strategy: “blending cultural relevance with long-term value creation.” They’re not chasing the hottest AI startup or crypto project. They’re picking areas where Caleb, as a young, health-focused elite athlete, naturally has a point of view and a built-in audience. It’s a smarter, more sustainable approach than many celeb-backed funds. It acknowledges that his greatest value might be his cultural footprint, not just his capital.
The Focus Challenge
Now, let’s be a bit skeptical. The biggest immediate question is obvious: can a franchise NFL quarterback, in his crucial second season while leading a playoff-bound team, genuinely provide meaningful focus to a private equity firm? The article mentions the “team mindset,” and that’s the only way this works. Williams has hired seasoned pros like Terzian and Walker to run the day-to-day operations. His role, at least while playing, is likely more about high-level vision, sourcing deals through his network, and lending the brand.
But it’s a massive test of time management and trust. One bad investment that smells like a vanity project could undermine the credibility of the whole endeavor. The pressure will be on the managing partners to prove this is a serious financial vehicle, not a celebrity hobby. The plan to broaden the investor base is a key next step—outside investors will demand performance and professionalism, not just a famous name.
A Larger Shift In Player Agency
Ultimately, 888 Midas feels like part of a larger trend of athlete empowerment. Players are no longer content to just endorse brands; they want to own equity and build their own. From LeBron James to Kevin Durant, the blueprint exists, but Williams is accelerating the timeline dramatically. He’s essentially building his own business conglomerate in parallel with his football career.
If successful, this could become a new model for top draft picks. Why just sign endorsement deals when you can build a firm to *make* the deals? It turns personal brand into an institutional apparatus. Of course, it all hinges on his on-field success. Winning keeps his profile high and his brand strong. But the mere attempt is a fascinating case study in modern sports business. He’s not just playing the game; he’s trying to build a whole new board to play on. You can learn more about his firm at their website, 888 Midas.
