*JPMorgan Chase is taking a new approach to serving professional athletes, assembling an Athlete Council to help sharpen the firm’s wealth management offerings for sports professionals.
The council brings together a notable roster of names including Sue Bird, Tom Brady, Jalen Brunson, Ally Love, Alex Morgan, Megan Rapinoe, Kayvon Thibodeaux, Dwyane Wade, and A’ja Wilson, who will convene periodically to share perspectives, according to Sports Business Journal.
Wade will serve as the council’s chair, and he has been vocal about what he sees as the core purpose of the effort — reaching athletes before the big money arrives. “The biggest thing I wish was there, and it’s probably the simplest thing, was all the athletes coming together and communicating,” Wade told SBJ.
“Just having the opportunity to sit down and help each other. Answer any questions you have, share the experiences you have. … If we can get to an athlete earlier and can educate them a little earlier before they get that first big check, that’s what we’re trying to focus on,” Wade added.
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Kristin Lemkau, CEO of J.P. Morgan Wealth Management, was clear that the council is meant to be driven by athletes themselves rather than used as a vehicle for promoting financial products. She described the effort as a multi-year commitment in which feedback from council members could directly shape how the firm approaches athlete wealth management. Gender balance among the membership was also a deliberate priority.
The initiative connects to existing programs at the firm, including the Athlete Center of Excellence, which delivers financial literacy programming through campus seminars and guidance at major sporting events. JPMorgan Chase also works alongside organizations such as League One Volleyball and Hudl to bring financial education to athletes at various career stages, with particular attention to the growing Name, Image, and Likeness landscape.
Lemkau summed up the philosophy behind the council plainly. “The beauty of this is that it’s by athletes, for athletes,” she said. “We’re going to listen most of the time. I want their input. We’re not hiring them to sell credit cards. We’re hiring them to give us insight into how to design great advice. … We’re here to try to understand, to try to build a great practice.
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