Josh Allen’s Investment Playbook

September 21, 2025

Welcome to Gridiron Wallet — where NFL players don’t just chase rings, they chase bags. From million-dollar grills to side hustles that slap, we’re decoding how football’s finest make it, spend it, and sometimes… fumble it. 🏈🔥

The latest edition of our newsletter covers Josh Allen:

  • Equity Stakes and Brand Investments

  • Strategic Ventures and Side Plays

  • Real Estate, Farmland, and Diversification

✍️Paper Play

 Equity Stakes and Brand Investments

After getting crowned the 2024 NFL MVP, Josh Allen is essentially the “best player in the league” right now. And he is certainly getting paid like it. 

Allen’s not the top-paid athlete in terms of annual salary. But his six-year, $330 million contract is the second-largest of all time in total value. With this contract, his career earnings balloon above half a billion dollars. 

And just like on the field with the Buffalo Bills, Allen hasn’t rested on his laurels off it either. His massive NFL salary isn’t keeping him satisfied. He wants to build even more wealth for himself and his family. 

Allen’s got his hands in so many different investment pies across different industries. One of the biggest and most publicly visible investments the Bills QB has made is in New Era. 

As one of the biggest sports apparel companies in the nation that’s also based in Buffalo, Allen and New Era were a match made in heaven. The only surprise is that they didn’t collab earlier. 

Allen started off playing the role of a standard brand ambassador for the headwear company. And earlier this year, he took the next step by investing in New Era to earn an equity stake. He was even named the ‘Director of Billustration’ as a nod to his team, his role as a celebrity endorser of the company, and his high-level role as an equity owner.

The Bills QB didn’t stop there, though. Fellow NFL quarterback Aaron Rodgers started a private equity firm called RX3 Growth Partners, and Allen joined as a celebrity backer. Through the company, he’s worked with Therabody, Hims, and Super Coffee.

Allen recently joined the Cashmere Fund, a venture capital fund big enough to be listed on the Nasdaq. It focuses on burgeoning start-up companies.

Generally, the Wyoming alumnus tends to stick to traditional avenues and initiatives he is familiar with. Allen has, however, bought equity in a digital collectibles startup called Metabilia alongside DraftKings. With NFTs a thing of the past, it’s an interesting investment choice that shows Allen likes to take some risks, just like he does on the gridiron.

💸Side Plays

Strategic Ventures and Side Plays

Besides big equity stakes, Josh Allen has also gotten involved in smaller ventures that complement his brand and broaden his portfolio. And it’s not just standard athletic endorsements we are talking about. 

In recent years, he’s become an investor and advisor in finance, technology, and even sports media, displaying his wide range of interests, as well as keeping his portfolio thriving. 

OnCore Golf

Allen invested in OnCore Golf, a Buffalo-based golf ball and technology company, back in 2020.  He’s appeared in its campaigns and actively promotes the brand, signaling more than just a passive endorsement. 

The company calls Allen their brand's ambassador. With every dozen of his golf balls sold, the company donates $5 to the Oishei Children’s Hospital in Buffalo. It’s a great cause that correlates with Allen’s love for charity.

Gaming & TMRW Sports

Allen is also involved with TMRW Sports, the Tiger Woods and Rory McIlroy-backed sports and media venture that’s introducing new formats like indoor golf leagues to younger audiences. The company has attracted a wide range of well-known former and current athletes as investors. The list includes Derek Jeter, Steph Curry, and Tony Romo, among others.

Allen’s investment in TMRW highlights the crossover of sports, media, and tech… The trifecta he’s focused on when it comes to investing.

Hydrant

In March of 2021, Allen joined other athletes in backing Hydrant, a hydration and wellness startup. The company offers daily wellness products like ingestible hydration packets that contain vitamins, minerals, and electrolytes. Supposedly, the packets are designed to help the body absorb water more efficiently.

This move aligns with Allen’s health-focused lifestyle and taps into the fast-growing functional beverage space. With his support, Hydrant was able to secure $8.5 million in funding in 2021. Furthermore, they appear to be doing well, with their packets still being found at popular retailers like Target, Whole Foods, and Amazon.

💡 Gridiron Wallet Trivia

Did you know?
🌿 Josh Allen’s cereal, “Josh’s Jaqs,” has raised over $300,000 for Oishei Children’s Hospital in Buffalo since its 2020 launch. Beyond the field, Allen’s brand power has made him one of the NFL’s top marketing stars—with endorsement deals from Nike, Pepsi, and New Era helping fuel both his personal earnings and charitable impact.

🏈✨Dream Scheme

Real Estate, Farmland, and Diversification

Allen has also adopted a long-term investment approach by venturing into real estate and agriculture. It’s a smart move, as he can’t play football forever, and his NFL money will only go so far. A diverse portfolio will allow him to build financial growth for years to come.

Real Estate

Allen owns property in Orchard Park near Buffalo, along with other personal residences. While not publicly detailed like his farmland, these assets provide him with appreciation and stability beyond his NFL years. That said, he is also keeping an eye on the well-being of the Buffalo fans and residents while investing.

According to sources, Allen recently turned down a $15 million offer from a major real estate developer. That decision shows he’s looking out for the working-class in Buffalo and taking a stand against gentrification. It’s something that the residents will appreciate, since the Bills star could’ve very easily taken the money and walked away.

Farmland & Pistachios

Allen’s most unique investment is tied to his upbringing. His family owns about 3,000 acres of farmland in Firebaugh, California, a legacy passed down for more than 50 years. Historically producing cotton, cantaloupe, and wheat, the land is now being converted to pistachio farming on 1,000 acres, with plans to expand to 1,500.

Allen grew up working on the farm with his brother, setting up irrigation for the crops regularly. In high school, he was a Future Farmers of America member and was a national finalist for diversified crop production. So, it was a pretty natural decision for him to invest in the family business, and they’ve generated substantial revenue since.

Industry averages suggest Allen’s pistachio farm could generate close to $6.5 million annually once it reaches maturity. For the star QB, though, this is more than nostalgia… It’s a serious diversification play that combines heritage with high-value agricultural business. It also props up a part of his life and upbringing that can often be forgotten when watching him play on Sundays. 

📆 NFL Money Stat of the ‘90s

In the 1990s, the Buffalo Bills became the first NFL team to lose four straight Super Bowls—but still turned a profit each year thanks to strong TV revenue and sellout home crowds at Rich Stadium. Despite the heartbreak, the team’s success helped push franchise value from under $100 million to over $200 million by decade’s end.