Keung, SierraLeilua, MoanaEnari, Dion2026-06-112026-06-112026-06-07Sport in Society, ISSN: 1743-0437 (Print); 1743-0445 (Online), Informa UK Limited, 1-9. doi: 10.1080/17430437.2026.26785741743-04371743-0445http://hdl.handle.net/10292/21371This article examines the financial responsibilities of athletes through the lens of the service lifecycle model and the cultural practice of fa’alavelave. While professional sport provides many athletes with opportunities to uplift their families, communities, and churches, these opportunities often come with significant pressures to fulfill collective obligations. The dual expectations of service and elite sport performance create unique challenges in navigating financial decision-making within professional sport systems. Drawing on culturally grounded insights, this article explores how Pac­ific athletes balance these responsibilities and offers practical guidance for practitioners, sporting organizations, and financial advisors. This paper also offers broader implications for supporting minority athletes from collectivist cultures operating within individua­lized, market-driven sport environments.© 2026 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.http://creativecommons.org/licenses/by/4.0/1106 Human Movement and Sports Sciences1504 Commercial Services1608 SociologySport, Leisure & Tourism4207 Sports science and exercise4702 Cultural studiesAthlete wealthPacific athleteminority athletefinancial literacyfa’alavelavePacific worldviewJournal ArticleOpenAccess10.1080/17430437.2026.2678574