JP Morgan Athlete Center of Excellence: athletes need a financial playbook now more than ever | Fortune

J.P. Morgan Wealth Management is expanding its Athlete Center of Excellence, arguing that athletes must begin financial planning earlier as rising salaries and endorsement income create both greater wealth and greater risk. Adam Frank, the firm's head of wealth planning and advice, said the traditional approach of hiring advisors, accountants and attorneys only after signing a professional contract leaves athletes exposed during the years when endorsement deals and draft prospects first emerge. The push reflects the growing complexity of athlete finances, from name, image and likeness earnings in college sports to multi-year professional contracts and sudden liquidity events. The initiative matters because early-career financial missteps can compound over a short playing window, and the firm is positioning planning advice as a service for prospects and their families rather than only established professionals. What to watch next is whether rival wealth managers launch similar early-stage athlete programs and how J.P. Morgan measures client growth from the effort.