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