What Drove Andy Murray to Launch a Sports VC? The Story Behind Redrice Ventures

British tennis legend Andy Murray has taken a bold new step in his post-court career by joining Redrice Ventures as a founding member of its latest initiative—The Sports Collective. This move deepens Murray’s growing presence in the worlds of entrepreneurship and venture capital, particularly in the sports and wellness sectors.

A Strategic Shift from Court to Capital

The Sports Collective is a handpicked group of elite athlete-investors, launched by Redrice Ventures to support high-potential startups in the performance, fitness, and health markets. Far from being a figurehead, Murray is actively involved as an Associate Partner, helping to shape the group’s direction and investment strategy.

The idea behind the Sports Collective is powerful: blend the real-world insights of professional athletes with venture capital experience to help startups not just grow, but thrive. With their unique understanding of performance, brand loyalty, and consumer trends, athletes like Murray bring a sharp edge to traditional investment models.

An Expanding Business Portfolio

Murray’s foray into investment isn’t new. Through his firm, 77 Sports Management, he’s already backed several businesses that align with his values and lifestyle, including:

• Castore – a premium British sportswear brand

• Game4Padel – focused on expanding padel tennis in the UK

• Cromlix – a luxury hotel in Scotland co-owned with his wife, Kim Sears

Each venture reflects Murray’s ongoing commitment to performance, quality, and wellbeing—principles that continue to guide his business decisions.

A Platform for Athlete-Driven Innovation

“I’ve always believed in supporting innovation that aligns with athlete performance and wellbeing,” Murray said. “Joining Redrice’s Sports Collective allows me to channel that belief into real support for founders building the future of sport and fitness.”

His message is clear: athletes have more to offer than sponsorship deals—they have lived experience, trusted voices, and sharp instincts that can shape industries from within.

Redrice Ventures’ Broader Vision

Known for its early-stage investments in lifestyle, fashion, and wellness brands, Redrice Ventures sees the Sports Collective as a natural evolution of its mission. By bringing athletes into the fold—not just as endorsers, but as strategic investors—they’re helping founders tap into authentic influence and insider knowledge.

The Future of Athlete Investors

Murray’s transition from elite athlete to strategic investor reflects a broader trend: today’s top sports stars are leveraging their platforms in smarter, more intentional ways. Rather than stepping back after retirement, they’re stepping into boardrooms—and shaping the future of sport and business alike.