- The global sports market is now valued above $2 trillion, with rising investor demand driven by long-term returns, monetization potential, and cultural significance.
- Family offices are targeting not just franchises, but also sports media rights, tech, real estate, and emerging leagues, using diversified approaches to get into the game.
- Family offices are hiring sports investment specialists and leveraging private equity-style models to access off-market deals and scale investments.
- From women’s sports to collegiate programs and Asia-based leagues, the sports investment playbook is expanding—fast.
From Fandom to Fundamentals
In 2023, Josh Harris’s $6.05B acquisition of the NFL’s Washington Commanders spotlighted a trend already well underway: serious money is pouring into sports. Today, the global sports sector is a $2 trillion market, buoyed by decades of steady returns and a loyal, global fanbase, per Crain Currency.
“Sports have proven to be a consistent, durable asset class,” said John Hutcheson of Citi Investment Bank, pointing to 10–15% asset-level returns across top leagues.
Live sports remain one of the few entertainment products with real-time, global audience pull. Whether through stadium attendance, broadcast rights, or social media buzz, sports create persistent value that transcends typical market cycles.
How Family Offices Are Entering the Game
Family offices—traditionally known for their patient capital—are no longer dabbling in sports opportunistically. They’re bringing in experienced operators, launching specialized investment arms, and deploying capital across multiple verticals.
“We’re seeing more offices bring on talent from the sports world,” said Brian Kopp of Ryan Sports Ventures, which now invests across technology, real estate, and media.
With valuations climbing, direct ownership is increasingly out of reach for many. But family offices are finding creative ways to participate:
- Limited partner (LP) stakes in team acquisitions
- Co-investments through PE-style funds
- Mixed-use developments around stadiums
- Content and tech investments driving fan engagement
In most cases, deals are private and relationship-driven. “There’s no stock exchange,” Hutcheson said. “You need access—and league approval.”
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Risks Beyond the Hype
For all the allure, sports investing comes with complexity:
- Illiquidity: Exit opportunities can be limited and timing is uncertain.
- Governance rights: Each investment has its own terms—family offices must scrutinize the details.
- Fan bias: Emotional attachment can cloud judgment. “You have to take the emotion out of it,” Kopp noted.
Every deal is different. Buying into a team is not the same as investing in a sports tech startup or a stadium redevelopment.
New Playbooks: From Pickleball to Asia
A generational and geographic shift is reshaping the future of sports investing:
- Emerging Sports: Investors are betting on new leagues like Shaun White’s Snow League and rising sports like pickleball.
- Collegiate Sports: Legal changes are opening NCAA athletics to outside capital.
- Asia’s Expansion: With Blue Pool Capital leading a seed round in the Asian University Basketball League, family offices are eyeing growth beyond North America and Europe.
- Women’s Sports: Valuations are rising, and investor interest is following, per PitchBook.
A Digital-First Generation Takes the Lead
As Gen Z assumes greater control within family offices, their native digital fluency and cultural alignment with sports are influencing investment strategy.
“Gen Z isn’t just watching sports—they’re engaging with it across platforms, shaping fantasy leagues, digital fan culture, and even betting markets,” Hutcheson said.
That insight may give them a strategic edge—and make sports a long-term fixture in family office portfolios.
Why It Matters
Sports is no longer just a passion investment. It’s a global, multi-vertical, high-growth opportunity with cultural permanence and economic durability. As institutional-grade capital continues to flood into the space, family offices that treat sports with the same rigor as private equity or real estate stand to benefit the most.
“This is just the beginning,” said AUBL CEO Jay Li. “Sports investing is global, generational, and only getting bigger.”
