The private equity wave in European sports isn’t new — but it *is* entering a new phase. Major firms are now treating sports like a mature, scalable asset class, and the numbers back it up.
CVC’s move to consolidate its entire sports portfolio under Global Sport Group, reportedly valued at $13.6B, signals that long-term institutional capital is here to stay. Apollo’s new €5B sports-focused vehicle is another clear indicator, already deploying capital across Europe through private credit deals and minority stake conversations with major clubs.
European sports are no longer an emerging market for investors — they’re becoming a structured ecosystem with tech, media, and commercial infrastructure at the center.
Football Leads the Way — But the Playbook Is Expanding
Recent transactions show how deep the private-capital footprint has become:
Football
Everton FC secured £350M in financing for its new stadium under The Friedkin Group.
Chelsea’s BlueCo ownership continues its multi-club global expansion strategy, exploring plays in Portugal, Belgium, and Brazil.
Ares Management and Oaktree continue to show that private credit is now a legitimate entry point for elite clubs.
Inter Milan’s transition to Oaktree after a loan default underscores how debt is increasingly shaping ownership transitions.
Beyond Football
Oakley Capital’s majority stake in NOX (padel) highlights growing investor appetite for niche, globalizing sports.
Velocity Capital’s $100M+ investment in Unique Sports Group signals private equity’s pivot into talent representation and sports commercialization.
Goldman Sachs’ bid for Excel Sports Management shows that investor interest is expanding into the broader sports commercial stack — media, data, talent, and sponsorships.
Capital isn’t just chasing teams anymore; it’s targeting every layer of the sports value chain.
Why Private Equity Loves Sports Right Now
Sports have two things investors crave: scarcity and passion-driven demand.
Clubs come with generational loyalty, global audiences, built-in brands, and predictable revenue. But the real unlock? Technology.
Digital platforms, AI analytics, streaming, data, and direct-to-fan models are introducing completely new revenue channels. Investors who understand sports tech — from performance data to OTT distribution — are now creating scalable, repeatable, high-margin plays inside what used to be an asset-heavy industry.
This shift is also fueling:
Media rights disruption (Apple’s F1 rights move is just the start)
Growth in women’s sports, where valuations are accelerating fast
The rise of sports tech as its own high-growth vertical (AI, fan data, monetization tools, athlete platforms)
As European investors study U.S. success around media, betting, and commercial operations, the playbook becomes clearer: **invest in infrastructure, invest in tech, and invest early.
Find out how Sports Tech Atlanta is working to fuel investments in Europe and bring European technology to America.
info@sportstechatlanta.com