Erling Haaland scores for Manchester City and invests in health and performance tech startups from his home country — building a portfolio designed to outlast his boots.
Erling Haaland is 25, scores more goals per game than any striker in Premier League history, and has spent the last two years building Nine Holdings — a Norwegian-registered investment vehicle managing a growing portfolio of health, performance, and consumer technology companies. The fund is headquartered in Bryne, the small town on Norway's west coast where Haaland grew up, and operates with a three-person team of investment and legal professionals.
Nine Holdings has made eight confirmed investments since 2024. The anchor position is a reported NOK 42M stake in Athlean Health, an Oslo-based biomarker monitoring platform that tracks recovery, inflammation, and load data for elite sports clubs. Athlean raised NOK 180M in a Series A in February 2026 and now works with 14 clubs across the Norwegian, Danish, and Swedish top flights. Haaland's other holdings include a seed position in Vessel — a Norwegian DTC hydration and electrolyte brand — and a minority stake in data analytics platform FieldIQ, which is currently piloting with four Premier League academies.
The strategic logic is deliberate. Every company in the Nine Holdings portfolio connects to performance science, recovery, or athlete data — areas Haaland has personal expertise in and where he can provide credible commercial support. The fund's stated next step is a €15M raise in late 2026 to take Nine Holdings from a personal vehicle to a formal fund structure, with third-party LPs joining alongside Haaland's anchor capital.
Read the original essay — The Guardian →“I invest in things I understand from the inside. If I've used it, tested it, and it works — that's the diligence. Nobody knows performance science better than the people who live it.”
— Erling Haaland, Founder, Nine Holdings