back arian foster is the first athlete to sign up with fantex, a stan francisco based startup that will allow fans to buy and share sales of their favorite athletes. fantex will pay foster $10 million up front. in exchange investors get the opportunity to earn 20% of foster s future income. including money from playing contracts, endorsements and appearance fees. fans can buy a stake at $10 a share. they also have to invest a minimum of $50. for veteran sports it s very difficult to monetize athletes brands post playing days. it s very difficult to monetize athletes brands while they re playing. reporter: fantex says it s looking for talented athletes with significant growth potential. how you play, the performance of your play, gives you a platform in which to have a voice in the marketplace which impacts your brand. reporter: but what s in it for the athletes? for players, this is a