Growing up in the challenging environment of the projects in Río Piedras, San Juan, Ozuna nurtured dreams of basketball greatness. He spent countless hours playing on neighborhood courts, honing his skills and developing a passion for the game. However, he eventually faced the reality that he might not have the height to pursue a professional career in basketball. Interestingly, his younger brother, José Ginés, surpassed him in height and talent, ultimately getting drafted in 2020 into Puerto Rico’s premier basketball league, the BSN (Baloncesto Superior Nacional). This journey reflects the complexities of dreams, aspirations, and familial support in the world of sports.
By the time José was making waves in the BSN, Ozuna had completely transformed his life, leaving behind his humble beginnings to become a global sensation in the reggaetón genre. In a strategic move in 2022, he became the sole owner of BSN?s Los Brujos de Guayama, a team that had struggled due to lack of funding and visibility. Eager to elevate the team’s profile, Ozuna relocated it to the more populous city of Manatí and rebranded it as Osos de Manatí (the Manatí Bears), a name reflecting his affection for the animal. Under his ownership, the team experienced an incredible turnaround, going from last place to a commendable second place in the 2024 BSN championship, showcasing his leadership and commitment to revitalizing local basketball.
Ozuna emphasizes the importance of mentorship in sports, stating, ?Those players needed a push from someone who was listening to them so they?d know there are bigger opportunities.? His commitment extends beyond ownership; he actively teaches the players about goal-setting and personal growth, inspiring them to dream of reaching the NBA one day. By hiring his brother to join Los Osos, he fosters a sense of family and teamwork, which is crucial for building a supportive environment where young athletes can thrive and aspire to greatness.
Ozuna is part of a new wave of influential reggaetón artists who have invested in local BSN teams, seeking to revive the basketball culture in Puerto Rico. In 2021, fellow artist Bad Bunny joined forces with manager Noah Assad and Rimas executive Jonathan Miranda to acquire Los Cangrejeros de Santurce, while Anuel and his former manager, Frabian Eli, purchased Los Capitanes de Arecibo. Although Anuel has since stepped away from ownership, the collaborative efforts of these artists have brought renewed energy and excitement to the island’s basketball scene, emphasizing the connection between music, culture, and sports.
While Ozuna has successfully put Los Osos on the basketball map, other artists like Assad, Miranda, and Bad Bunny have played pivotal roles in revitalizing Los Cangrejeros, a team that had been inactive since 2016. ?We were approached by J.J. Barea, who said he wanted to play his last seasons in front of his home fans in Puerto Rico,? recalls Assad. He believes that owning a basketball team is more than just a business venture; it?s a way to unite families and communities through the love of sports. ?Puerto Rico is all about family. Just having the team has a positive impact,? he adds, highlighting how sports can foster community spirit and connection.
Ozuna’s ambitions extend beyond just owning a professional team; he has also invested in a minor league team and established a comprehensive development program for aspiring young athletes. His initiative allows children as young as six years old to train and grow in a structured environment, which he affectionately describes as a ?basketball farm.? With around 160 kids participating across 10 teams, Ozuna ensures they have everything they need, including transportation and snacks. His vision is to guide these young talents to understand the importance of incremental progress in achieving their dreams, proving that Puerto Rico is brimming with untapped basketball talent that deserves recognition.
It seems that the influence of Ozuna?s model is inspiring artists beyond Puerto Rico. In January, Colombian rapper Ryan Castro announced his acquisition of a significant stake in Paisas Basketball Club, a professional team in Medellín. Castro explains that this venture represents a new avenue for artists as entrepreneurs, emphasizing the importance of supporting sports for youth in disadvantaged neighborhoods. ?The kids in the barrios have the same dreams as us, the artists,? he shares with Billboard. Similarly, Colombian reggaetón star Blessd has made headlines by investing in Vendsyssel FF, a soccer team competing in the European second division, underscoring a growing trend of artist involvement in sports.
Castro’s motivation for investing in a basketball team stems from his lifelong love of the sport, mirroring Ozuna’s passion. Both see their ventures not merely as financial opportunities but as ways to give back to the community and nurture young talent. ?Now I can do it for someone else. But it?s not about making money. It?s about love for basketball,? Castro affirms, illustrating the profound connection between sports, culture, and community empowerment.
This story appears in the Feb. 8, 2025, issue of Billboard.
