Peter Mallouk's Creative Planning deploys $500M in sports capital as the $290B Kansas-based RIA pivots toward high-net-worth athlete advisory. Per Matchex data, family offices and independent RIAs now control 18% of institutional sports capital, up from 12% in 2021. Mallouk's strategy diverges from mega-fund orthodoxy: rather than buy team stakes or media rights, Creative Planning builds athlete-to-ownership pipelines for clients, capturing recurring advisory fees on eight-figure athlete portfolios.