The recent news of Velocity Capital’s $100 million+ investment in the European football agency Unique Sports Group underscores a growing trend in the sports world: the increasing involvement of private capital—particularly from family offices. This landmark deal, as reported by Forbes, highlights the attractiveness of sports-related businesses beyond traditional team ownership.
At KEYtec, we recognize the evolving financial landscape and the sophisticated needs of family offices. Just as Velocity Capital sees opportunity in sports infrastructure, we see a broader movement of family wealth into this dynamic and fast-growing sector.
Why Are Family Offices Increasingly Investing in Sport?
Family offices are strategically diversifying their portfolios, and the sports industry offers a compelling array of opportunities:
- Growth and Untapped Potential: From emerging leagues and sports technology to media rights and fan engagement platforms, the sector presents significant long-term growth prospects.
- Passion and Legacy: Many families invest in sports not only for financial returns but also to align with personal interests and to build a lasting legacy.
- Tangible Assets and Community Connection: Sports investments provide access to tangible assets and opportunities for meaningful community engagement.
- Diversification and Alternative Returns: Sports-related assets often exhibit low correlation with traditional markets, offering valuable portfolio diversification.
- Digital Innovation: Investments in areas like NFTs, esports, fantasy platforms, and immersive fan experiences are growing rapidly.
- Real Estate and Infrastructure: From stadium development to mixed-use entertainment districts, sports infrastructure projects are attracting capital for their long-term value.
Real-World Investments by Family Offices and Wealth Managers
Family offices and private wealth managers are already deeply embedded in sports through a variety of strategic investments. Some notable examples include:
- RedBird Capital Partners: Acquired AC Milan for €1.2B in 2022, owns a stake in Fenway Sports Group (Liverpool FC, Boston Red Sox), and has invested in Toulouse FC, SpringHill Company, and the YES Network.
- Josh Harris & David Blitzer: Through their family office structures, they own the Philadelphia 76ers, New Jersey Devils, Crystal Palace F.C., and recently acquired the Washington Commanders for over $6 billion—setting a record in North American sports.
- Ares Management: Invested €181.8M in Atlético Madrid and has a stake in Inter Miami CF, the Major League Soccer club co-owned by David Beckham.
- Dyal Capital Partners (Blue Owl Capital): Created a fund that holds minority stakes in multiple NBA franchises, offering investors a route into professional sports ownership.
These examples illustrate that sports investment is no longer just a passion play—it’s become a strategic asset class for sophisticated investors and family offices alike.
Our Role in Facilitating Family Office Investments in Sport
As a trusted Swiss payment provider, KEYtec AG delivers tailored financial solutions that support the unique activities of family offices investing in the sports sector. Our services include:
- Secure and Efficient Transaction Processing: Managing large-scale investments and operational payments with precision and reliability.
- Cross-Border Payment Solutions: Supporting international transfers related to player transactions, sponsorships, and global business operations.
- Multi-Currency Management: Offering robust tools for managing funds across the various currencies typical of global sports markets.
- Discreet and Reliable Service: Providing confidential, dependable support built on trust and long-standing client relationships.
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