Hector Rivas spent a decade building ThriftBooks into one of the country’s largest used-book sellers, before an unlikely second act: co-founding a sports agency representing NFL players.

That career change led him to the problem behind his newest startup, and to the Las Vegas Raiders running back who just invested in it.

Nukleus, based in Issaquah, Wash., is building what Rivas calls an operating system for the business of sports. The idea is a single workspace for everyone in an athlete’s orbit: agent, lawyer, CPA, financial advisor, marketing team, and others. It lets them all work from the same contracts, deadlines and records, rather than each keeping a separate pile of emails and spreadsheets.

The idea came out of Rivas’s years at Disruptive Sports, the agency he co-founded in 2020 and left earlier this year.

Ashton Jeanty, who signed a four-year, $35.9 million rookie contract with the Raiders in 2025, has taken equity in the company and signed on to serve as its public face.

Nukleus has also named four strategic investors: Mat McBride, Microsoft’s executive vice president and CFO for commercial products and infrastructure; WaFd Bank President and CEO Brent Beardall; investor Skyler Nelson, previously of Vulcan Capital and its successor firm Cercano; and Dr. Brett Kindle of the Andrews Institute in Gulf Breeze, Fla.

The company has a team of 12 based out of its Issaquah office, plus a supporting engineering team in India. Most of the team is engineering.

Other executives include CTO Eric Ahlstrom, previously at Microsoft, Unity, Oracle and ESPN; chief creative officer Ben Miller, a former creative director at the University of Washington and CAA Sports; and CFO Matt Porter, who worked with Rivas at ThriftBooks, EcoGoodz and Disruptive.

Nukleus closed a pre-seed round from friends and family in 2025 and is raising again now. Rivas declined to disclose the amount raised by the company so far.

From books to football: Rivas was ThriftBooks’ first CEO, running the used-book seller for about a decade after it launched in 2003. Based in the Seattle area, the company grew during his tenure from a storage unit in Kirkland, Wash., to 10 distribution facilities in 10 states, by his account.

He went on to found EcoGoodz, a used-goods and overstock brokerage, and in 2020 co-founded Disruptive Sports Agency with agent Henry Organ.

Rivas, an NFLPA-certified contract advisor, worked the business side of the agency. He left earlier this year to build Nukleus full time.

The years inside the agency are what produced the idea.

Everyone in a player’s orbit was working off “their own version of the truth,” Rivas explained via email: the agent, the lawyer, the CPA, the financial advisor, the marketing team. The athlete, he said, “was the one absorbing the cost of that disconnect,” in slower decisions and deals that fell through the cracks.

The pitch in Las Vegas: Jeanty and Rivas knew each other from Rivas’s years at the sports agency, and Rivas said the running back had been tracking what he was building.

“Because Ashton and I already knew each other, and he’d been aware of what I was building, the conversation came together naturally,” Rivas said.

He flew to Las Vegas to walk Jeanty through the model, the team, and where the company was headed. Rivas said Jeanty’s equity reflects both money invested and his role promoting the platform.

In a statement, Jeanty described the job of running his own career.

“Coming into the NFL, you become a CEO, directing a team of agents, advisors, and marketers, whether you’re ready or not,” he said. “Nukleus is what finally gets them all on the same page, so I can actually run that team the way it should be run. That’s why I invested in it.”

Where things stand: The product is in a free beta with about 30 users, including athletes, agents, agencies, lawyers and marketing staff. Nukleus plans to charge $99 per user per month for a starter plan and $249 for a full-featured one, with custom enterprise pricing. Athletes join free.

Alongside contract storage, deadline tracking and a shared workspace, the company is building AI tools meant to answer questions about contract terms and league rules.

Others are working similar territory. Agent Live 360 sells software built specifically for sports agents, and Opendorse, which says it works with more than 1,000 sports agents, offers tools to negotiate, approve and track deals. Nukleus says it differs from narrower tools by serving everyone in an athlete’s orbit.

The bigger bet: The company is looking well past a single app.

“Long-term, I don’t see this as a tool athletes use, I see it as the infrastructure the entire business of sports runs on,” Rivas said. “Every athlete becomes the center of their own connected team, and every professional working with them, across every sport, at every level, operates on one shared system instead of a hundred disconnected ones.”

The Microsoft Surface tablets on NFL sidelines — a game-day fixture since 2014 — got a close-up on national television Wednesday night, with NBC highlighting new AI-powered workflows debuting in the Seattle Seahawks’ season opener.

During the broadcast, NBC play-by-play announcer Mike Tirico pointed out the new Surface devices — clad in Action Green cases, no less — in the Seattle coaches’ box above Lumen Field.

Tirico said Seattle head coach Mike Macdonald’s staff, including Brian Eayrs, the director of football analysis and special situations, now has direct access to Microsoft Copilot in real time. The broadcast showcased how the AI assistant is being layered onto sideline hardware to deliver instant data insights and help coaches make faster strategy adjustments.

“They can make sharper calls between series,” Tirico said. “So Copilot is going to give them a little bit more of an opportunity to do some real-time stuff on these tablets as the season goes on.”

It all amounted to a pretty good 40-second ad placement for Microsoft. Coupled with mentions of Next Gen Stats — powered by Amazon Web Services — it was a good night for Cloud City tech giants.

The technology and Eayrs are also featured in a video that Microsoft CEO Satya Nadella shared on X earlier in the day.

With the @NFL back tonight, love seeing @Seahawks analyst Brian Eayrs and coaches across the league using new Copilot and Excel tools to help with decision making in the booths and on the sidelines. pic.twitter.com/PbHugcbLIJ

— Satya Nadella (@satyanadella) September 9, 2026

GeekWire got an early look at Microsoft’s expanding tech suite back in April during a demonstration at Lumen Field. While the rugged Surface tablets on the sidelines remain the most visible hardware, Microsoft showed how Copilot is being integrated deeper into coaching workflows — from custom pre-game templates to running real-time analyses on formation tendencies, snap counts, and player load mid-game.

The core promise of the tech isn’t replacing human judgment — it’s raw speed. In a booth setup like Eayrs’, dedicated analysts use a real-time Excel dashboard that ingests live play-by-play data directly from the NFL. Using Copilot, they can instantly query formation tendencies or player usage metrics on the fly without building complex formulas by hand during the game.

The output from the booth can then be communicated down to the sideline, where coaches and players review still photos and quick situational data on their handheld tablets between drives.

To maintain competitive integrity, the NFL strictly regulates how and when these devices operate.

Under league rules, sideline and booth tablets run on a closed, league-controlled network with no internet access or custom third-party apps allowed. The hardware is locked away by league officials until right before kickoff, collected immediately after the game, and monitored under the NFL’s “Equity Rule.”

If one team’s tech setup fails, the opposing team’s access is restricted or paused to ensure neither side gets an unfair advantage.

The willingness to embrace real-time AI lines up directly with Macdonald’s overarching coaching philosophy.

Macdonald, who previously welcomed being called a “football nerd,” told GeekWire last year that his approach is all about “old school principles, new school methods,” emphasizing that earlier data delivery helps drive better decisions.

“I think it’s cool to be into stuff that is high-tech, data-driven,” Macdonald said at the time. “You’re telling me you’re smart and you’re trying to find edges and trying to find new frontier — that’s cool to me. It sounds like a winning formula.”

Macdonald, who has a Super Bowl ring to show for his coaching style, also called himself a “psycho data guy” who needs “numbers and tendencies” in another interview last year.

Did Copilot and AI provide an edge on Wednesday night?

Macdonald and his analytics team will have to answer to that, but the Seahawks defense certainly made the ultimate call when it mattered most — sealing a 13-10 victory over the New England Patriots with a last-second interception.

Sunny Gupta has been a diehard Seattle Seahawks fan for almost 20 years, hosting tailgates and sitting in the exact same club-level seats with his family and friends since 2007. Now, the longtime Seattle tech entrepreneur is taking his place in the franchise’s new ownership group as a self-described “fan No. 1.”

With the sale of the team to the family of Silicon Valley billionaire investor Vinod Khosla finalized on Thursday, Gupta’s name appeared on a newly revealed list of co-owners. Nader Naini, managing partner at Seattle-based healthcare private equity firm Frazier Healthcare Partners, is also among the group.

For Gupta, it was an opportunity he couldn’t pass up — and a dream come true.

“I would have never considered investing or being in ownership in sports other than the Seahawks,” Gupta told GeekWire in an interview following Thursday’s announcement. “This is a dream come true of something I love so much. The city I love so much, fan base, the team.

“I’m the 12th man,” he added. “I want to represent that as a part of the ownership group.”

Gupta is best known in Pacific Northwest tech circles as the co-founder and former CEO of Bellevue-based enterprise software maker Apptio, which he guided through an IPO, a private equity buyout, and an eventual $4.6 billion sale to IBM in 2023. He recently served as executive chair at Smartsheet during its $8.4 billion acquisition, and earlier this summer launched his fourth venture-backed startup, an enterprise AI company called Thira, with $21 million in seed funding.

But fall Sundays are strictly about football for Gupta, who describes himself and his family as “complete supporters, rabid fans” since 2007. He estimates he’s missed two games in that time.

Together with his wife, son, and daughter, the family holds five season tickets. They’ve sat in the same seats alongside a tight-knit crew of friends for nearly two decades — and don’t plan to change things with the perks of ownership.

“When we were going through this, this was like the biggest debate in our family,” Gupta said. “We’ve never been suite owners. We like being in our club section behind the Seahawks sideline, and that’s where we love watching the game. All our friends are there … that’s our community.”

While Gupta hasn’t directly partnered on a startup with Vinod Khosla, their paths have frequently crossed in venture capital circles. Over a career raising funds for four separate startups, Gupta noted Khosla Ventures was always on the “short list” of firms entrepreneurs hope to align with. Joining forces on the Seahawks deal presented an ideal way to combine those two worlds.

“Seattle is mostly a tech story and it’s a Seahawks story,” Gupta said. “The ability to have these two worlds combine is like a dream.”

Beyond his personal fandom, Gupta expressed strong confidence in the team’s current leadership. He noted that he caught up this week on the final episode of HBO’s Hard Knocks in anticipation of Thursday’s sale completion, coming away energized by the culture built by general manager John Schneider and second-year head coach Mike Macdonald.

“I was fired up last night on just what a great organization it is and the amazing job Mike and John do,” Gupta said. “The ability to continue the winning culture and just continue to win and support our fan base and community — that’s what it’s all about.”

The sale of the Seattle Seahawks to the Khosla family officially closed on Thursday, completing a historic ownership transition for the NFL franchise. But a small surprise emerged in the final paperwork.

Nestled among a newly revealed co-owner lineup were a couple familiar names for the Pacific Northwest tech community: former Apptio CEO and longtime Seattle entrepreneur Sunny Gupta, and Nader Naini, managing partner at Seattle-based healthcare private equity firm Frazier Healthcare Partners.

Under the final transaction terms announced by the team, Vinod Khosla — the billionaire Silicon Valley venture capitalist who founded Sun Microsystems and Khosla Ventures — will serve as chair, while his wife Neeru Khosla steps in as controlling owner and president of the Seahawks Charitable Foundation. Their son Neal Khosla takes on the role of vice chair.

The conclusion of the sale brings to an end an era of ownership under the estate of late Microsoft co-founder Paul Allen, while keeping the franchise’s deep ties to the technology sector intact.

Gupta and Naini appear on a list of co-owners that spans prominent Silicon Valley venture capitalists, global private equity firms, institutional sports investors, and international business dynasties. They include:

• Mark Stevens, former Sequoia Capital partner and longtime Silicon Valley venture capitalist who was an early investor in Nvidia, Google, and PayPal.
• Samir Kaul, founding partner and managing director at Khosla Ventures, leading investments across deep tech, sustainability, and health.
• Penny Pritzker, former U.S. Commerce Secretary, founder of PSP Partners, and former Hyatt Hotels executive.
• Sixth Street, global investment firm with extensive growth equity and tech investment practices.
• Carlyle and Dynasty Equity, major private equity firms, including sports-focused investor Dynasty Equity.
• Aramburuzabala Family, prominent Mexican investment family behind Tresalia Capital.
• Gonzalo Hevia Baillères, Mexican business leader who is currently the CEO and founder of HBeyond.
• Val Blavatnik, investor associated with global holding company Access Industries.
• Sheryl Sokoloff and Jesse van der Werf, private investors with backgrounds across industry and machinery services.

When news of the Allen estate’s decision to sell the team first broke, speculation ran rampant — including on GeekWire — about which deep-pocketed tech titan with Seattle ties might step up with almost $10 billion.

Jeff Bezos, Bill Gates, Steve Ballmer, MacKenzie Scott, Satya Nadella, Rich Barton, Melinda French Gates — the list of mostly Seattle billionaires who took a pass was lengthy. The Khosla family emerged victorious, but at least brought along a couple heavyweights to keep the local tech flag flying.

Gupta brings deep roots in the region’s software ecosystem. He co-founded Bellevue-based enterprise software maker Apptio, guiding it through a public listing, a private equity buyout, and an eventual $4.6 billion sale to IBM in 2023. Gupta served as executive chair at Bellevue-based Smartsheet through its recent $8.4 billion private equity acquisition and launched enterprise AI startup Thira earlier this summer with $21 million in seed funding led by Madrona.

Naini grounds the group in local healthcare private equity and regional sports governance. He joined Seattle-based Frazier Healthcare Partners in 1991 and has led the firm since 1995, helping scale it to manage more than $11 billion in institutional capital globally. Based in Seattle, Naini serves on the board of the Triple-A Tacoma Rainiers baseball team and is active with regional community organizations, including Bellevue-based senior living developer Aegis Living.

The Seahawks will formally introduce the Khosla family via press conference next Wednesday at 11 a.m. PT at Lumen Field. The team opens the 2026 season and defense of its Super Bowl title that night against the New England Patriots.

Silicon Valley venture capitalist Vinod Khosla has made a fortune backing things that grow. Whether that will include real grass in the stadium of the Seattle Seahawks — the team he’s on the brink of owning — remains to be seen.

When asked directly on X whether he’d swap Lumen Field’s artificial turf for real grass, Khosla punted. Pledging a hands-off approach to football operations, he made it clear he intends to leave groundskeeping decisions to the team’s front office and the very leadership group that built a Super Bowl champion.

I’d defer to people at the @seahawks who know better than me. The team that got us the Super Bowl. https://t.co/8VFVuRYM9f

— Vinod Khosla (@vkhosla) August 9, 2026

The question carries fresh weight after Lumen Field successfully swapped its synthetic FieldTurf CORE system for natural grass to host 2026 FIFA World Cup matches.

With fans seeing proof that real sod works in the venue, player pressure isn’t far behind.

According to NFLPA player surveys, a massive 92% of players favor playing on natural grass over artificial turf, citing career longevity and a reduced risk of non-contact injuries. That sentiment is shared in Seattle’s own locker room: at the start of training camp, Seahawks veterans Cooper Kupp and Leonard Williams both voiced strong support for transitioning Lumen Field to real sod.

The interaction offers a fresh glimpse into what type of hands-off owner Khosla could be for the Seahawks.

On July 11, a group led by the billionaire and his family agreed to buy the Seahawks from the estate of the late Microsoft co-founder Paul Allen for a reported $9.6 billion, which would be the highest price ever paid for an NFL team.

The deal — which names his wife Neeru as controlling owner and gives his son Neal a key executive role — is slated for a formal vote by NFL owners on Aug. 26 before the regular season kicks off.

Khosla is a longtime San Francisco 49ers fan and season ticket holder whose family bought a 3.1% stake in that team last year, which they’ll now have to sell.

In an appearance Monday on CNBC’s “Squawk Pod,” he called the Seahawks a “great franchise” and their fan base, the 12s, “one of the best brands in the NFL.”

He doubled down on his non-interventionist style, saying any decision on a future playing surface at Lumen Field will be left to team management.

A big investor in startups and AI, Khosla did say that owning the Seahawks was a chance to diversify away from technology and do something “fun.”

“Live sports will be the one area that will be insulated from any disruption that AI causes, so it’s a great investment area per se,” he said on CNBC (at 19:35 in clip below).