‘Make All These Other People Rich?’ How George Foreman Decided to Bet on Himself

When George Foreman stepped into the boardroom of Salton Inc. in the early 1990s, he wasn’t just another celebrity looking for an endorsement deal. The former heavyweight champion was about to make a decision that would revolutionize the celebrity business model and generate hundreds of millions in revenue. LOS ANGELES, CALIFORNIA – APRIL 26: George Foreman attends the world premiere of Affirm Films’ “Big George Foreman” at Regal LA Live on April 26, 2023 in Los Angeles, California. (Photo by Paul Archuleta/Getty Images) Doing The Deal In a resurfaced video from a 2023 episode of “I Am Athlete,” he broke down why he decided to invest in this own brand, versus lending his celebrity to others. “I’d become the darling of Madison Avenue,” Foreman revealed in the “I Am Athlete” interview, reflecting on his journey from ring icon to retail mogul. View this post on Instagram A post shared by VSG Entertainment (@vsgent) His portfolio already boasted blue-chip clients like Doritos, Pepsi, and McDonald’s. But it was a conversation with a trusted adviser that sparked a paradigm shift in his business strategy. Instead of accepting another standard endorsement contract, Foreman negotiated for significant equity in what would become the George...