A group of more than 40 sports stars have put money into Virgin Voyages via a private investment platform for professional athletes called Patricof Co.
The athletes include tennis player Venus Williams, basketball players Blake Griffin and Kemba Walker, and American football player Travis Kelce.
The new cruise line said the athletes will help shape “the future of the product and the experience”.
Its first ship, Scarlet Lady, started sailing around the UK in August before heading to the US for its inaugural season from PortMiami.
Tom McAlpin, president and chief executive of Virgin Voyages, said: “It’s exciting to welcome these superstar athletes onboard who will bring great energy and ideas as we grow globally and add three new ships to our fleet by 2023.
“It’s also proof of how entrepreneurialism is at the heart of this brand as we evolve to have investors who are more than just people who write cheques, they are part of the business and helping us navigate the future.”
Sir Richard Branson, founder of Virgin Group, added: “It’s exciting to align with superstar athletes who bring undeniable energy and ideas to Virgin Voyages as we expand our fleet globally.”
Patricof Co and Virgin Voyages will establish an athlete advisory council which will play “an active role in designing experiences” for passengers.
The athletes will also work with the brand on sustainability initiatives.