Total Pro Sports
Tom Brady isn’t ready to give up on a certain venture, even after getting sued the first time.
The former quarterback has reportedly backed another crypto pursuit, with Front Office Sports revealing that he’s among investors providing funding of $18 million for Catena Labs.
According to the outlet, the FOX broadcaster is buying into the company, which is looking to “establish the first fully regulated AI-native financial institution” and serve what’s known as the “agentic commerce” marketplace.
Brady, a16z crypto, Breyer Capital, Circle Ventures, and Coinbase Ventures are reportedly handling the first round of funding.
The amount Brady is pouring into Catena Labs, as well as the size of his stake, are unknown at the moment. Representatives for the former QB and the company in question did not immediately respond to requests for comment from FOS.
Agentic commerce remains a concept, but Amazon is already testing out a version with the “buy-for-me” feature they launched recently.
Tom Brady's new crypto-adjacent investment aims to build financial infrastructure to support "agentic commerce," a phrase we'll all be hearing more about—whether you want to or not.
Find out what that is, reminisce about Brady's FTX entanglement & more:https://t.co/oFSlqBkmY7
— Ben Horney (@BenHorney) May 25, 2025
“Agentic commerce” refers to the way those in the tech world believe online shopping will evolve thanks to artificial intelligence. The expectation is that AI agents (chat bots) will do more than follow commands; they will act based on goals a consumer has set.
“As one example, a parent could set parameters that the AI agent needs to buy seasonal equipment for a child who plays a sport like hockey or basketball. The AI agent would browse the internet every season, select the specific products that are an exact match for what the child needs, and purchase.”
As for the crypto aspect, Catena co-founder Sean Neville has also co-founded Circle, a crypto firm based in Boston, which is behind the USDC stablecoin.
Catena wants to develop a “new generation of financial services for the agent economy, including leveraging AI-native money—regulated stablecoins—while also creating essential bridges to traditional banking rails and payment systems.”
Brady’s past foray into the cryptocurrency market landed him in legal trouble. The quarterback-turned-analyst was one of several celebrities who endorsed crypto exchange FTX and ultimately got sued, given the findings of fraudulent acts, and one of the co-founders receiving a 25-year prison sentence.
Brady, Steph Curry, Serena Williams, Shohei Ohtani, Naomi Osaka, Shaquille O’Neal, and Larry David all had lawsuits filed against them for promoting the exchange. O’Neal settled earlier this year while most of the charges were dropped against the aforementioned.
It’s going to be interesting to see how this one goes.
Also Read: VIDEO: Cameras Caught Fans Totally Disrespecting Tom Brady At The Indianapolis 500
