Trends in Sports Industry

You know investors now definitely see sports as an asset class when J.P. Morgan, Goldman Sachs, and Morgan Stanley all decide to allocate time and resources to launching sports-focused teams / reports / indexes. 📈 ➡️ J.P. Morgan   6 months ago, J.P. Morgan launched a new "sports investment banking coverage group" to cover investments in sports franchises for their clients around the globe.   Fred Turpin, J.P. Morgan’s Global Head of Media and Communications Investment Banking declared then: “With top sports franchises in the US and Europe now valued at more than $400 billion in total, sports have become an increasingly large asset class, attracting more and more institutional investors.”   ➡️ Goldman Sachs   Last month, GS released a report called "Changing the Game: Unlocking new opportunities in sports" in which they picture sports as an "outperforming asset class generating opportunities for corporates and investors to diversify their assets and unlock value."   Here's a quote from Dave Dase, Global Co-Head of Sports Franchise:   "The days of just selling tickets and concessions are over; sports are rapidly expanding into 24/7 data management platforms that bring best-in-class customization - helping teams grow and increase the monetization of their fan base across all business verticals.”   Trends quoted in the report include:   📱 Evolving media landscape shaping a new era for sports rights   🤝 Minority stakeholders becoming an essential part of the capital structure in parallel with soaring sports teams’ valuations 🎮 Expanding range of sports-adjacent businesses 🥅 Modern-day stadiums generating new avenues for monetization   ➡️ Morgan Stanley And now, Morgan Stanley’s wealth management division is launching an investment index tied to sports leagues.   Name of the index?   The "Parametric Custom Core Sports League" strategy.   The portfolio's holdings will consist of 250 to 400 securities from companies that have sponsorship, media, advertising deals, and other associations with major sports leagues, including the NBA, WNBA, NFL, NWSL, MLS, MLB, LPGA, PGA, NHL, US Open Tennis, F1, Nascar, and college basketball.   The portfolio is aimed at high net worth sports fans with a $250k investment minimum.   It will allow them to invest in a curated index of companies with strong sponsorship, media and advertisement ties to the most prominent sports leagues.   Sandra Richards, Managing Director and Head of Morgan Stanley’s Global Sports and Entertainment Division, stated:   “We see the demand from our clients that are asking about ways to invest in sports. And it’s going to continue.”   To be noted that they'll use Nielsen Sports as its data source to track the activity, spending and visibility of the companies with exposure to professional sports leagues.

Marcello Hernández becoming the first Latino host in ESPYs history is now part of a much larger trend. Over the last few years, some of the biggest moments in sports culture have increasingly been shaped by Latino artists, creators, and communities. 🏈 Bad Bunny has become a fixture around the Super Bowl. 🎤 Karol G has emerged as one of the most influential figures at the intersection of sports, music, and culture. 👟 Young Miko's partnership with Nike reflects the growing connection between sport, style, and a generation of fans whose identities extend far beyond the game itself. Taken together, these moments tell a story that goes beyond any one person. For decades, Latinos have been some of the most passionate sports fans in the world. Today, their influence is becoming visible in a different way. Not just in the stands. Not just on the field. But in the cultural moments that shape how sports are marketed, celebrated, consumed, and remembered. The biggest sports moments are no longer being built solely around athletes and teams but are increasingly being shaped by the communities and cultures that move the audience. And few communities have had a greater impact on the direction of sports culture than Latinos.

🌎 Multi-Club Ownership: A Platform Strategy for Global Sports Investors What began as a trend is now an asset class: Multi-Club Ownership (MCO) is emerging as the most advanced operating model in global sport — fusing performance, infrastructure, and capital into a scalable, platform-based strategy. Today, over 180 clubs worldwide are part of MCO groups, including 25% of top-tier European teams (UEFA, 2023). But the value isn’t in volume — it’s in integration. 📈 Why Investors Are Leaning In MCO isn’t just about owning clubs. It’s about building globally diversified sports platforms that unlock asymmetric upside through: ✅ Capital Efficiency: Shared infrastructure across sports science, data, scouting, and operations ✅ Global Talent Arbitrage: Source and develop players at local cost, monetise at global value ✅ Asset Compounding: Stadiums, training facilities, and media IP can scale across borders ✅ Geo-Risk Diversification: Hedge exposure across economic, regulatory, and football market cycles ✅ Commercial Expansion: Multi-market brand partnerships, digital rights monetisation, and cross-border fanbase growth ✅ Exit Flexibility: MCOs offer portfolio-style liquidity options — partial sales, spinouts, or media rights deals ⚽️ Leading Examples City Football Group: A blueprint for centralised football intelligence with global asset reach in 13 clubs across 5 continents, from Manchester to Montevideo RedBird Capital: Integrating sport, media, and data through AC Milan and Toulouse FC, with ambitions in North America and India BlueCo: Pairing Premier League’s Chelsea and Ligue 1’s RC Strasbourg assets to build long-term enterprise value 🏟️ From Sports Ownership to Sports Infrastructure For forward-looking investors, MCO represents a shift from club ownership to operating infrastructure — a durable, cash-generative model that can compound returns through strategic alignment of talent, tech, and territory. We’re building toward this future — and actively engaging with capital partners who see the opportunity to lead, not follow. Let’s talk. #PrivateEquity #SportsInvestment #MultiClubOwnership #GlobalFootball #SportaaS #InfrastructureCapital #FutureOfSport #PlatformStrategy #CapitalMarkets #AlternativeAssets #MCO #SportsPrivateEquity

Cosm's new immersive sports-viewing experiences are going viral. • 87-foot-by-55-foot dome • Onsite restaurant and bar • Locations in LA and Dallas But now Cosm has raised $250 million to open 50 more locations by 2030. Here's how it works 👇 Cosm's primary business is providing and servicing its technology to nearly 800 planetariums and science centers worldwide (i.e., immersive displays). But sports represent a bigger opportunity, so Cosm started building physical venues. Cosm's current venues cost $80 to $90 million, and they were designed by HKS — the same architecture firm that designed SoFi Stadium in Los Angeles. These venues use a 180-degree LED display that can go from 8K to 12K, and they flip through 5 to 10 camera angles per event, allowing fans to experience courtside seats in the NBA or against the fence for a UFC fight. Cosm can do this because... 1. They have signed distribution deals with many of the biggest media rights holders in sports: • ESPN • Fox • NBC • TNT • NBA • UFC These deals allow Cosm to stream the events. But equally as important... 2. Cosm's proprietary tech stack includes physical setups at stadiums around the globe. This is the secret sauce. Many people probably don't know this, but Cosm owns a company called C360, which handles video technology for sports leagues, including: • Pylon cameras in the NFL • 360-degree cameras at MLB games So Cosm sends a handful of people to each game. These on-site individuals work with a production team back at their venues, rotating between different camera angles to provide fans with the best viewing experience. Cosm's venues have about 700 seats inside the dome, and tickets can cost up to $200, not including food, depending on the event. However, Cosm's venues also have a sports bar (with a 150-foot big-screen TV) that gives you standing-room-only access to the dome for just $11. And while Cosm's first two venues just opened in Los Angeles and Dallas, they already have bigger plans. Cosm recently announced a $250 million investment that valued the company north of $1 billion. Investors include: • David Blitzer (co-owner 76ers & Devils) • Marc Lasry (former co-owner of the Bucks) • Dan Gilbert (owner of the Cavaliers) This money will help Cosm open 50 locations by the end of this decade, including venues in Atlanta, New York, Miami, Las Vegas, Europe, and the Middle East. So don’t be surprised when a Cosm venue opens in your city. There is clearly demand for immersive sports experiences outside of attending games in person, especially when you consider that professional teams play half their games on the road. And no one is better positioned to deliver on that trend (for both fans and investors) than Cosm. P.S. Follow me (Joe Pompliano) for more sports business content! #sports #sportsbiz #linkedinsports

𝐓𝐡𝐞 𝐛𝐚𝐥𝐚𝐧𝐜𝐞 𝐨𝐟 𝐩𝐨𝐰𝐞𝐫 𝐢𝐧 𝐬𝐩𝐨𝐫𝐭𝐬 𝐢𝐬 𝐛𝐫𝐞𝐚𝐤𝐢𝐧𝐠… 𝐟𝐚𝐬𝐭. Here’s what’s happening: 🤯 • Athletes are becoming more influential than owners • Valuations keep rising…but younger fans feel less connected • Leagues are optimizing for ads + betting, not purity of the game • Teenagers are building brands before they go pro (thanks to NIL) • Countries are pouring billions into sports to drive global influence • New, alternative sports are gaining traction because they feel real • Tech founders are entering, turning sports into one of the top industries Sports are becoming layered, commercialized, and 𝘪𝘯𝘤𝘳𝘦𝘢𝘴𝘪𝘯𝘨𝘭𝘺 engineered (with deep nuances most new entrants will miss). This tension is creating opportunity. The more “produced” traditional sports become, the more demand there is for: 1️⃣ Authentic experiences 2️⃣ Community-driven leagues/experiences 3️⃣ New formats that actually resonate with Gen Z 𝐒𝐩𝐨𝐫𝐭𝐬 𝐚𝐫𝐞 𝐣𝐮𝐬𝐭 𝐚 𝐦𝐢𝐜𝐫𝐨𝐜𝐨𝐬𝐦 𝐨𝐟 𝐬𝐨𝐜𝐢𝐞𝐭𝐲. 𝐏𝐨𝐰𝐞𝐫 𝐢𝐬 𝐬𝐡𝐢𝐟𝐭𝐢𝐧𝐠 𝐞𝐯𝐞𝐫𝐲𝐰𝐡𝐞𝐫𝐞…𝐚𝐧𝐝 𝐬𝐩𝐨𝐫𝐭𝐬 𝐚𝐫𝐞 𝐧𝐨 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭. I’m far 𝘮𝘰𝘳𝘦 𝘣𝘶𝘭𝘭𝘪𝘴𝘩 on what’s emerging than what already exists.

The biggest threat to traditional sports may be a totally new asset class, Sports Creators. Good Good Golf, 7 friends who started their YouTube channel 5 years ago just raised $45 million. For context thats more than challenger leagues such as Baller League, Unrivaled basketball & Grand Slam Track who are often seen as potential disruptors to traditional sports. And unlike traditional sports that depend on 3rd party broadcast and ticketing, they monetise directly with fans. - Good Good have already built their own successful merch operation & brand. This product line even sponsors pro PGA players. - They already put on their own events, the Good Good Championship, with a $100k purse. - They have direct brand and sponsorship deals with the likes of Callaway. - And most importantly, they have a direct relationship with the fans. In fact, i'd go as far to say they may have a better understanding of fans that many traditional rights-holders. Because their content HAS to be built with fans at the centre. Further to this, GG are actually playing a role for attracting new people to the game. They've essentially created a modern sports franchise from scratch, but without the overheads. While traditional sports are stuck in rigid structures, these creators move fast and connect directly with fans. This may be the start of an entirely new asset class in sports - one that doesn't need permission from gatekeepers. Just direct relationships with fans who actually care about the content. Yes you can argue that this it totally detached from the elite game. But what investors are betting on is that is will be one of the main home for this new wave of golf attention and commercial success across the next decade - and they may just be right. This is the future sports execs shouldn't sleep on.

₹15,660 Crore Deal: How Rajasthan Royals Just Entered IPL’s Billionaire Era IPL is no longer a cricket league. It’s a private equity playground. And the latest move proves it. Lakshmi N. Mittal and Adar Poonawalla have just bought Rajasthan Royals for ₹15,660 Crore. This isn’t a team acquisition. This is capital consolidation at scale. ✅ The ₹15,660 Crore Transaction 1. Deal Value: ₹15,660 Crore 2. Timeline: Expected closure by Q3 2026 3. Assets Included: • Rajasthan Royals (India) • Paarl Royals (South Africa) • Barbados Royals (Caribbean) 4. Insight: This is not a franchise. It’s a multi-league global sports portfolio. ✅ The New Ownership Table - Mittal Family: ~75% - Adar Poonawalla: ~18% - Existing Investors: ~7% - Key Continuity: Manoj Badale stays → cricket ops stability. Translation: New money + old expertise = controlled transition. ✅ The 24x Wealth Creation Story - 2008 Valuation: $67 Million - 2026 Valuation: $1.65 Billion - Growth: ~24x Compare: • RCB sale: ~$1.78 Billion • RR valuation: right behind Lesson: There are no “mid-tier” teams anymore. Every IPL asset is a billion-dollar territory. ✅ Why This Deal Matters 1. IPL teams are now institutional-grade assets 2. Entry barrier = billions, not millions 3. Ownership shifting from celebrities → industrial dynasties. This is the same transition we saw in European football and American sports leagues. IPL has officially caught up. ✅ The Real Play: Beyond Cricket - Global Expansion: India + SA20 + CPL leagues - Content Monetisation: Year-round engagement - Brand Licensing: Merchandise, media, digital - Owning RR = owning a global sports IP engine. ✅ The Unseen Advantage: Strategic Alignment - Rajasthan roots → local emotional connect - Steel + Pharma capital → long-term, patient investors - Data-driven mindset → scaling RR’s “Moneyball” model This isn’t glamorous ownership. This is process-driven capital. ✅ The Hidden Layer: Sports + Data Expect: Advanced analytics in player scouting. Sports science investments. Performance optimisation using data: Cricket is becoming quantitative. ✅ What Still Needs to Happen 1. BCCI approval 2. IPL governing council clearance 3. CCI regulatory nod 4. Only then does ₹15,660 Cr officially change hands. ✅ Let Me Share #Rajspectives 1. IPL is no longer a sport; it’s structured capital deployment 2. Scarcity (10 teams) is driving extreme valuations 3. Multi-league ownership = future moat 4. Industrial capital is replacing celebrity ownership The real ROI is not trophies—it’s media + IP monetisation. ₹15,660 Crore later, this deal confirms one thing: IPL teams are no longer passion buys. They are legacy assets for billionaire families. From Ambanis to Birlas to Mittals, India’s richest aren’t just watching cricket anymore. They’re owning the game. #india #cricket #investing #finance #sales #media #funding

I have always been interested in sport and while I believe there is something to learn from all experiences, I feel there is a lot that sports teaches that is applicable to management. I always look at CVs to see whether there is any sports in the candidate’s history. Plato figured this out long ago when he said, “ You can learn more about a person in an hour of play than in a year of conversation.” Sport has a way of distilling truths that no management course can teach. It compresses ambition, teamwork, ego, pressure and resilience into the duration of play. It reveals character in real time, showing how people respond when they win, when they lose and when they have to keep going despite both. Over the years, I’ve come to believe that sport is leadership in motion and that its lessons for management are significant. In individual sports — tennis, golf, running — there’s nowhere to hide. You are simultaneously the strategist, executor and critic. Every decision has an immediate consequence. The scoreboard doesn’t care about intent; it measures only outcome. For leaders, that mirrors the journey of self-management. You learn accountability. You learn that excuses don’t help and that success comes from consistent preparation, not occasional brilliance or intent. You discover the art of emotional regulation: how to stay calm after an error, how to start again after losing. It’s a life skill. Team sports, in contrast, are a masterclass in interdependence. You realize quickly that talent without chemistry is noise. The best teams aren’t the ones with the brightest stars, but the ones where everyone knows their role and trusts each other and the system. In management, this translates into two ideas: clarity and culture. Clarity, because people perform best when they understand what’s expected of them. Culture, because shared purpose is what turns cooperation into cohesion. Whether individual or team-based, every athlete understands the value of practice. The repetitions nobody sees. The corrections nobody applauds. It’s a powerful metaphor for organizational excellence. The best managers— like the best athletes — separate themselves in the invisible hours. They iterate, reflect and improve, often when the world isn’t watching. Sport also normalizes failure. You win some, you lose some but you always review to learn. In management, that habit of learning from losses without personalizing them is pure gold. At its best, sport is not just about performance but about flow. The moment when effort becomes effortless and the team moves as one. That’s what great organizations strive for too — a state where purpose, people and performance align. In the end, sport reminds us that leadership isn’t a title — it’s a practice. You train for it every day. You fail, recover and play again. And, just like in sport, the real victory is not in winning every game, but in building a team, and a self, that keeps getting better.

📰 Deloitte's 2025 sports industry outlook is out (download 👇 )and here are the highlights: ✅ Private Equity Exits: 2025 is expected to mark the first significant wave of PE exits in the sports industry, particularly in European football. This will lead to a critical evaluation of returns and investment strategies, potentially reshaping ownership structures and capital deployment in the sector. ✅Diversification Beyond Football: Investors are increasingly looking at digitally native and emerging sports such as pickleball, snowboarding, and esports. Disruptor leagues are gaining attention due to their scalable media opportunities and innovative sponsorship models. ✅Women's Sports: This segment is expected to be one of the fastest-growing in the industry, with rising team valuations and increased brand partnerships. ✅Minority Stakes: As valuations for premium properties rise, minority stakes are becoming more attractive. They offer investors exposure to coveted assets and allow rightsholders to bring in strategic partners or high-profile individuals. ✅Professionalization: The industry is seeing greater sophistication in M&A processes, emphasizing thorough due diligence and well-defined investment rationales. ✅Near-Market Opportunities: There's growing interest in businesses serving the sports ecosystem, driven by expanding markets and consolidation opportunities. ✅'Barbell Effect': The market is polarizing towards two extremes - premium, established sports properties and high-growth emerging sports. This divergence will likely lead to more investor consortiums and tactical investments in premium assets. The sports industry remains a dynamic and resilient asset class, evolving beyond traditional models and offering diverse opportunities for global investors in 2025 and beyond.

Cable TV is dead to young athletes. Only 50% of tweens watch live games anymore. The other half? Living on TikTok and YouTube. This isn't a trend. It's a reset. Gen Z and Gen Alpha don't consume sports. They experience it through screens they control. 85% check social media for sports content weekly. 25% do it every single day. Here's what they actually want: • 30-second trick shots that go viral • Behind-the-scenes locker room access (authentic, not polished) • Motivational clips they can share with teammates • Meme-able moments that feel like inside jokes Your tournament highlight reel on Facebook? Invisible. That same content sliced for Reels? Game changer. Youth sports orgs are responding with "create once, publish everywhere": • Game footage becomes Instagram highlights • Player interviews become TikTok content • Trending sounds amplify organic reach The data backs this shift hard. 90% of Gen Z watches sports content on social. Instagram engagement is 4× higher than Facebook for youth sports. This isn't about chasing trends or vanity metrics. It's about understanding where your community actually lives. The market has shifted beneath our feet. What worked five years ago doesn't work today. What works today won't work in three years. Organizations that adapt will stay relevant to families. Organizations that don't will wonder where everyone went. The message isn't complicated: Meet young audiences where they actually are. Mobile-first. Social-first. Authentic-first. Not because it's trendy. Because it's where the next generation lives. ___________ Follow for youth sports insights, marketing strategy, and what’s working (and what's not) as we build the first +$1B Youth Sports Ecosystem. 👉 Kylee Renouf