From craft bourbon to big tech: behind NBA superstar Stephen Curry’s investment portfolio

Technology is another significant part of Curry’s business interests through Penny Jar Capital, an early-stage investment firm anchored by Curry. The firm made its first investment in Syndio in 2021, backing the workplace equity software company in a seven-figure round.

Since then, Penny Jar has built a portfolio across software and technology companies. Its publicly reported investments include cybersecurity companies Zafran and Upwind, as well as companies such as HiveWatch, Local Kitchens, Tokenproof, Ducky and others.

Upwind and Zafran are particularly notable because they give the portfolio exposure to cybersecurity. Penny Jar participated in funding rounds for both companies, although the amount personally attributable to Curry is not publicly disclosed. Public investment databases should therefore be read as records of Penny Jar's participation rather than evidence that Curry personally invested the full amount raised in any particular round.

Curry's involvement with Penny Jar also reflects a move towards investing in businesses at an earlier stage, where the potential return comes from equity growth rather than a conventional endorsement fee.

Stephen Curry has also put capital into professional sports properties, giving him exposure to the business of sports beyond his career as a player.

In 2023, Curry joined Marc Lasry’s Avenue Sports Fund in the ownership group for TGL’s San Francisco team. The group also included fellow Warriors players Klay Thompson and Andre Iguodala. TGL, developed by Tiger Woods and Rory McIlroy’s TMRW Sports, combines professional golf with a technology-driven indoor format.

Curry subsequently became an investor in Unrivaled, the women’s 3-on-3 basketball league founded by WNBA stars Breanna Stewart and Napheesa Collier. His investment was included in the league’s Series A funding round announced in December 2024 and publicly disclosed in March 2025.

These investments give Curry interests in sports businesses where revenue can come from areas such as media rights, sponsorships, ticketing and commercial partnerships rather than player salaries alone.

Curry Brand is one of the most recognisable businesses associated with the basketball star, but its corporate structure has changed significantly.

The brand launched with Under Armour in 2020, expanding Curry’s relationship with the sportswear company from a signature shoe partnership into a broader footwear, apparel and accessories business. Curry also received an award of 8,823,530 Under Armour Class C shares in 2023, valued at $75 million when granted, as part of the revised relationship between the athlete and the company.

That arrangement did not remain permanent. In November 2025, Under Armour and Curry announced that Curry Brand would separate from the company, with Under Armour releasing the final Curry 13 and additional products through October 2026. Curry retained ownership of the Curry Brand business as it moved towards independence.

By 2026, the next phase of Curry Brand was taking shape through a partnership with Chinese sportswear company Li-Ning. Thirty Ink described the agreement as a long-term plan to build Curry Brand as an independent company across basketball, golf and lifestyle products.

The change illustrates an important distinction in Curry’s portfolio: his involvement with a brand can evolve from athlete endorsement into ownership, licensing and broader corporate control.

Don’t miss: The winners and losers of Steph Curry’s blockbuster move to Li-Ning

Curry’s media business adds another layer to the portfolio. He co-founded Unanimous Media with Jeron Smith and Erick Peyton, developing projects across film, television, publishing, podcasts and gaming.

The company’s television work includes Holey Moley, the ABC miniature-golf competition series on which Curry served as an executive producer. Unanimous Media’s broader catalogue has since expanded into documentaries, scripted television and other forms of sports and entertainment content.

This part of the portfolio is particularly significant because media businesses can turn an athlete’s personal brand into intellectual property that exists independently of their playing career.

Curry’s interest in technology and emerging businesses predates Penny Jar Capital. In 2018, he and Andre Iguodala invested in Swift, the parent company of esports organisation Team SoloMid, as part of a $37 million funding round led by Bessemer Venture Partners.

The investment gave Curry exposure to esports at a time when professional gaming organisations were attracting increasing interest from traditional sports investors and technology companies.

Rather than being an isolated celebrity investment, it fits a broader pattern in Curry’s business activities: backing industries connected to younger audiences, technology, entertainment and sports while taking an ownership position rather than simply appearing as a paid ambassador.

NOW READ

Building obsession: Steven Bartlett and Hong Kong’s rising tech founders on people, purpose and the power behind innovation

Jin of BTS and the ‘face card’ effect: how the K-pop superstar commands every outfit

Trust by design: Hero Design Group on the hidden psychology behind the rooms where fortunes are decided