The Recession-Proof Investment No One Knows They Can Access - Tony Robbins
CChris Williamson
Beginning InvestingSmall Business/StartupsBusiness NewsStocks
Transcript
00:00:00what are some of the investment opportunities, asset classes, that people don't think about?
00:00:05Everybody understands, and you guys agree. S&P, that's probably a good place to have some,
00:00:09et cetera, et cetera, right? We can tick away with that. What are the more exotic?
00:00:15Well, I'll give you one that's fun, and it's not exotic because everybody knows about it,
00:00:19but they think it's probably impossible. Sports, is it just related? Sports are an uncorrelated
00:00:23investment. They have nothing to do with the markets going up or down, what's happening with
00:00:27interest rates. In the last 10 years, they've had an 18% compounded return. But if you look at
00:00:32through history, through wars, World War I, World War II, sports have always done well,
00:00:37and they're non-correlated. So you want to find assets-
00:00:39So sports are recession-proof.
00:00:41Yep.
00:00:41They are.
00:00:41And you know why? Today, they don't just sell hot dogs, which, by the way,
00:00:44they have a unique relationship. They have a monopoly in their cities, a legal monopoly.
00:00:50No one else can go compete with them. And by the way, their fans, they're called fanatics.
00:00:55That's where the fan comes from. They're multigenerational, and they come, and when inflation
00:01:01goes up, they charge more for hot dogs, as we all know, and everything else you can imagine.
00:01:04But now, they don't just sell tickets and hot dogs. Today, these are modern media organizations.
00:01:09So we own a piece. I own a piece of stuff. It took me, what, 20 years of my life to be able
00:01:13to own a sports team and to qualify. They had a microscope to you. I helped us start the soccer
00:01:19team that we have in Los Angeles, the LA football club, and put the whole thing, invested, went
00:01:26through the whole nine yards. But then the rules changed, and they made it so certain firms
00:01:30were able to make investments directly into these firms. And now, they did it in Major League
00:01:35Baseball. They did it in the NBA. They did it in Major League Hockey. And now, the NFL has just done
00:01:39it. And the returns are unbelievable. So I'll just give you an example. We have a piece of the Dodgers,
00:01:44we own a piece of the Red Sox, we have a piece of the Lakers, excuse me, Lakers, the Golden State
00:01:49Warriors. All of these firms have grown. So Peter Gruber, one of my partners in business, we did the
00:01:54LAFC together. He was one of the guys that bought the Dodgers. In 2012, he paid $2.2 billion for the
00:02:00Dodgers. Every article said, he's insane. These people are never going to make money. This is the most
00:02:05ever paid for a sports team. Now, Peter's my partner. And I was like, Peter, I know you're no
00:02:09dummy. What are we doing the right thing here? He goes, Tony, you can trust me on this. You know me
00:02:15well enough. But he said, I'm not even going to tell you. I'm going to make an announcement in the
00:02:18next week. And then you come over and we'll have a little party together. So now, here's what you
00:02:22need to understand. When you're on a sports team, if it's like the NBA, you're 1 32nd of the league.
00:02:28You have 32 teams who are at the NFL. NFL is an even better example. All the national and
00:02:33international advertising. You get 1 32nd of. So if you own an NFL team, you get a $400 million check to
00:02:39start the season. That's your piece. But you also own your local TV advertising yourself. So Peter
00:02:45bought them for 2.2 billion and then announced he just sold the rights for local television rights for
00:02:52$7 billion and made 5 billion in a day. Right? So he's done quite well in this area. And I've done quite
00:02:58well with him in this area. Um, you know, today the, he took on a golden state warriors. They
00:03:03were the worst place team. They had paid only $4 and $50 million for it. Now they're the second
00:03:08highest valued sports franchise in the world behind the Yankees to even, excuse me, behind the Dallas
00:03:13Cowboys at this point, right? 11 billion that he's built it to. So these are enterprises today that are
00:03:19not just selling sports. They're every aspect of what you imagine, and they are an incredible return
00:03:25and they have nothing to do with what happens in the stock market. Sounds great. How do I invest?
00:03:29There's lots of different ways that somebody can do it if they have the right knowledge and the right
00:03:33information. But because of the rule changes, now there are funds that are available, literally,
00:03:38that people can get into for 2,500 bucks and own a piece of all of those funds.
00:03:43This just got to actually, we just got to prove for this to give you a sense.
00:03:45Yeah. I mean, so that was, so that was June of 25 was the first time that the rules changed
00:03:51to allow everyday investors to be able to do it. But so collectively as a firm, you know,
00:03:55we have exposure over 30 different professional sports franchises, and we have ways that every
00:03:59single investor in the world can invest with us and own a piece of all of those firms, right?
00:04:03And diversify. So it's not just one team.
00:04:05That's right.
00:04:05So you've made a index fund or an ETF of a variety of sports teams.
00:04:11You know, I'd love to say that it's better than that, right? And I believe it is because it's not
00:04:15just beta. It's not just the market itself or the index fund, but actually really, really curated
00:04:20specific teams and specific areas that have specific opportunities for growth that we believe
00:04:25we bought at very attractive prices.
00:04:27What's the category of firm that has access to this? Someone wants to go onto the internet right
00:04:32now and say, this sounds great. I love sports. I want to get in. I need to diversify. Like what,
00:04:36what do they put into the internet?
00:04:38Just put in casinvestments.com and that's, that's what they would do.
00:04:41Okay.
00:04:41That's the easiest way. But I mean, there's very few firms that are permitted to be able to invest
00:04:46in multiple teams in the same league. And that's what the rule changes were from 2019 to 2024
00:04:53for somebody to be able to do that. It wasn't, it didn't exist before 2019. So we were very early in that,
00:05:00in that theme. And for one of the things I think would be really helpful for the audience because
00:05:04I'll be like, okay, sports teams are trophy assets and people just rich people want to own it because
00:05:08it's a cool thing to own. It is a cool thing to own, but it's about cord cutting. It's about people
00:05:14getting their content differently. Watching your podcast is not something that really existed 20 years
00:05:19ago. So in 2005, 14 of the top 100 watch programs that were live in the United States were sports,
00:05:2814 out of 100. In 2025, 96 of the top 100 watch live programs were sports. Why? Who watches a live
00:05:38program when you can go on Netflix or Amazon or any other and not have to watch commercials?
00:05:42Sports teams and Love Island fans. Oh, absolutely. That's all it's like.
00:05:45I mean, we own a, you know, along with our partners, we own a stake in Liverpool and we own a piece of Paris Saint-Germain.
00:05:50I'm sorry to hear that.
00:05:51Yeah, well, you know, I figured you might because of where you're from,
00:05:54but all the, and several others that you might be more familiar with.
00:05:57But the opportunity to be able to own those dominant franchises around the world and all different types of sports
00:06:04is something that most people didn't ever think of. And that was your question. What do people not think
00:06:08of? The other thing they don't think about is early stages of venture capital, because like,
00:06:12well, I can't get access to it. You know, Cerronic got great attention earlier this, this,
00:06:17this summer because they rescued those two pilots that were shot down in the Strait of Hormuz,
00:06:22the helicopter pilots. It was an autonomous boat made by a company in Austin,
00:06:27right? That literally went out there and saved these two people with no other people being put at risk.
00:06:33That didn't exist a couple of years ago, but that is an example of a company that actually is available
00:06:38to everybody in the world now at a $2,500 minimum if they know where to go. And obviously that's a big
00:06:44part of what we wanted to write the book for, to be able to help people understand these opportunities
00:06:48do exist and they've got to do their own homework and they've got to make sure that they're comfortable
00:06:52with it. But ultimately that's what something, that's something that people really just were never
00:06:56able to do. And now the world has changed and they have the ability to adapt with it and get exposure
00:07:02that they couldn't afford it. And at these final pieces that Sonderlink's working on,
00:07:05they're, they've had the final comment period. So shortly there'll be a final decision,
00:07:10but that means people could put it in their 401k as well. So now it's tax advantage on top of
00:07:14everything else that you're talking about here, but they're, you know, the world has changed. Think
00:07:18about what the war has happened in the Ukraine and how that's changed the world. We no longer can start
00:07:24sending these multi-million dollar missiles to take out these crappy little drones. It's just, it's,
00:07:30it's, it's, it's a system that doesn't work. And so now there's all these private companies that are
00:07:34gearing up to take on this. And now, you know, the G seven and this group has gone in, they're having to
00:07:40put 5% of their money and they're almost doubling what they're spending. So you're talking about literally
00:07:45a level of spending that's going into the military side, but it's now companies that are based on
00:07:50technology who can come in and do things at scale. : Guys like Anderil. : Yeah.
00:07:54: Exactly. Those are the ones that we've invested in, right? And so we have access to those.
00:07:58So those are all against ways to diversify. So you have different asset classes, right? Think about
00:08:03space and military. These are going to grow. Unfortunately, we're going to need them to grow
00:08:08geometrically. : I'm happy about space, space, good military, less so good. : I love space,
00:08:12the military, but we got to protect ourselves, right? So it's a combination of the two.
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00:09:15Thank you very much for tuning in. If you enjoyed that clip, you will love the full length episode
00:09:19in all of its glory right here. Come on, press it.
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