He does not own the Lambo or the apartment in Monaco. He leases both. I would hardly call those smart investments. A car might be the worst investment there is since it is a depreciating asset. Now, that being said:
1. He has his logo on that car so it immediately becomes a business write off on his taxes and all payments towards it reduce his taxable liability. With a lease payment on that of around $2500 a month (estimated), that is a large annual write-off.
2. Monaco is a safe haven for European Professional athletes due to the minimal tax exposure. Since he travels so much during the year, as long as he has his "residence" in Monaco he can save a lot of money that would normally be paid towards taxes. Especially in comparison to the taxes he would pay in Sweden.
3. He signs long term deals with sponsors and the popularity of his video blog is attractive to sponsors because of the exposure those brands get. He also can stresses the financial model of those companies which is why J Lindberg had to drop him and Cross may very well go out of business as Jon's annual contract compensation continues to grow (it has annual increases I understand). He signed a 6 year deal with them and they definitely will try to find a way out of paying 300K plus annually to him in the coming years.
Jon is a very marketable, likable, approachable, and talented athlete. He seems to represent his sponsors well and puts on extremely popular events that allow those sponsor to gain additional exposure. By having them fund it he can try to take on less/none of the financial burden of those events. I have heard that he does still take a personal loss on the events, but that does show his generosity.
