Luka Dončić has taken another step beyond the court with the launch of 77X, his own merchandising and experiences platform developed in partnership with Shopify. The Los Angeles Lakers guard is embracing a direct-to-fan model that brings together branded products, collectibles and access to exclusive experiences, reflecting a growing trend among elite athletes.
The project is part of a broader structural shift within the sports industry, as more athletes such as Leo Messi, Tom Brady, Jimmy Butler and LeBron James choose to control their own commercial channels, reduce intermediaries and manage their relationship with fans directly. Compared with traditional licensing agreements, these platforms provide access to consumer data, enable limited-edition drops and diversify revenue streams beyond conventional sponsorship.
From sponsorship to owned channels: the rise of direct-to-fan
The 77X platform combines e-commerce, content and exclusive activations through a membership-based structure, following a model already established in other sports and entertainment sectors. The use of Shopify provides the technological infrastructure required to scale the business, manage international payments and operate with limited inventories, a common approach in direct-to-fan strategies focused on maximising brand value.
This model has underpinned initiatives such as Autograph, the collectibles platform co-founded by Tom Brady, which closed a Series B funding round of 170 million dollars and reached close to 195 million dollars in total investment. The company’s growth was largely measured through capital raised and strategic partnerships, with market estimates at the time placing its valuation at around 3.2 billion dollars during its peak expansion phase.
Licensing, profitability and cost structures
Not all approaches have delivered the same financial outcomes. The case of Leo Messi highlights the limitations of models based solely on licensing. The Messi Store, operated under licence by MGO Global, reported sales of 1.7 million dollars in a recent fiscal year, alongside losses of approximately 1.9 million dollars, despite an agreement that included a guaranteed minimum payment and royalties for the player.
Such results have prompted many athletes to reassess the balance between fixed licensing income and proprietary models that involve higher operational risk but offer greater medium-term growth potential. In this context, platforms like 77X allow athletes to align production, pricing and release schedules with real-time audience behaviour.
From digital platforms to physical retail
A different route has been explored by Jimmy Butler through BigFace Coffee, a brand that emerged within the NBA ecosystem and later expanded into physical retail with the opening of a flagship location in the Design District of Miami, spanning 2,500 square feet. The concept combines direct sales, brand experiences and selected collaborations, positioning itself at the premium end of the market while building community around the product.
Another example of how owned audiences can evolve into business platforms is The SpringHill Company, founded by LeBron James, which reached a valuation of 725 million dollars following the entry of strategic investors. Although its core activity lies in content and media production, the model illustrates how community-building and storytelling can precede direct monetisation through products and experiences.
In this landscape, the launch of 77X places Luka Dončić firmly within a movement that blends business and sport, where personal brands are managed as companies and fans move from passive consumers to central participants in the commercial ecosystem.
