The $718B Sports Investment Boom - And Why It’s Only the First Quarter

Fresh off an energizing session with Leaders in Sport x Sports Business Journal, I had the opportunity to exchange insights with bright minds at The Raine Group, McKinsey & Company and engage in thoughtful conversations with experts and professionals across the global sports, media, and finance ecosystem.

The room brought together representatives from iconic brands like Adidas, NBA, NFL, and NHL, alongside forward-thinkers from Athletes Unlimited, LIV Golf, SailGP, Wasserman, and more — all contributing to a dynamic, peer-level dialogue on the future of the industry.

Together, we explored one of the fastest-moving frontiers in global business today: the explosive growth and evolution of sports investments, where capital, culture, and technology are converging to reshape how the business of sports is built, scaled, and experienced.

The big takeaway?

Sports is no longer just entertainment — it’s become a full-fledged asset class, where culture, content, and capital collide. Investors, leagues, and entrepreneurs are all rushing to stake their claim in an industry where fandom, technology, and financial innovation are converging at speed.

Here’s where the smart money is flowing — and why we’re only in the first quarter of this global boom:

A $718 billion industry - and still accelerating

The global sports market is already valued at $718 billion, growing at a steady 7% annually. But within that overall growth are even faster-rising sectors:

• Betting & iCasino: Growing at an 11% CAGR, with players like DraftKings Inc., Sportradar, and BetMGM leading the charge.
• Youth Sports: Also expanding at 7% CAGR, with platforms like Hudl, PlayOn Sports, and TeamSnap redefining the youth and grassroots sports experience.

What’s next? Media rights, digital experiences, and next-gen fan engagement will drive the next wave of growth, unlocking even more value in a constantly evolving sports ecosystem.

Multi-club ownership is changing the game

Single-team investments are giving way to multi-club portfolios — a trend driven by investors looking to diversify across leagues, regions, and even sports.

Groups like BlueCo (parent company of Chelsea Football Club) and ownership groups behind the Washington Commanders are leading the way, showing how cross-league strategies create:

• Bigger deal synergies
• Expanded fan engagement opportunities
• Broader commercial upside

The future of sports ownership is global, diversified, and interconnected.

Women's sports - from hype to headline investment

Investment in women’s sports is skyrocketing — growing at a staggering 163% annually. Leagues like the National Women's Soccer League (NWSL), WNBA (Women's National Basketball Association), and professional women’s volleyball are drawing attention from both institutional investors and cultural leaders.

What’s driving the surge?

• Rising fan engagement
• Cultural momentum around gender equity
• Untapped revenue potential

Women’s sports are no longer a niche play — they’re becoming a cornerstone of forward-thinking sports investment strategies.

Private equity - calling the plays

Since 2022, 48% of all sports investment deals have involved private equity, with North America driving 60% of global activity.

With even traditionally conservative leagues like the National Football League (NFL) opening up to minority private equity stakes, the door is wide open for:

• Creative deal structures
• New capital partners
• Broader institutional involvement

Expect firms likes The Raine Group, RedBird Capital Partners, Arctos, Silver Lake, Sixth Street, CVC, Clearlake Capital Group, Apollo Global Management, Inc., and Blue Owl Capital's Dyal Homecourt Partners to continue shaping the ownership and capital landscape of global sports.

But private equity isn’t just providing capital — they’re bringing portfolio-level expertise, cross-industry playbooks, and operational rigor to an industry long dominated by family offices and individual owners. This influx of institutional capital is accelerating the professionalization of leagues, teams, and the broader sports ecosystem.

Beyond teams - investing in the whole ecosystem

While owning a team remains a core investment play, savvy investors are looking beyond the field to capture value across the entire sports value chain.

Today’s capital is flowing into:

• Sports and technology platforms
• Talent and athlete management agencies
• Youth development and grassroots infrastructure

Owning a team is just the start — owning the surrounding ecosystem is how investors unlock scale and resilience.

Pro clubs still dominate - but the pie is expanding

Pro teams still capture about 40% of all sports investment dollars, but there’s a growing capital flow into:

• Media rights and streaming platforms
• Global grassroots and youth development programs

The next generation of fan engagement — especially in emerging markets — will depend on how well these foundational investments take root.

The best investors understand both capital and culture

The most successful investors in sports understand they’re not just buying assets — they’re buying into culture.

Sports are now:

• A global content engine
• A high-growth, recession-resistant asset class
• A powerful cultural currency

The leaders of tomorrow — from LeBron James’ ownership group to Sixth Street’s diversified sports platform — are building integrated ecosystems that merge:

• Competition
• Content creation
• Community engagement

This isn’t just about the games on the field — it’s about the entire cultural and commercial ecosystem that surrounds them.

Bottom line

There has never been a more exciting time to sit at the crossroads of capital and culture — and sports is where it’s all happening.

From historic franchises to digital-first fan platforms, the intersection of fandom, finance, and technology is creating unprecedented opportunities — for investors, operators, and fans alike.

And we’re only getting started.

What trends are you watching in sports investments?
Connect and compare notes with Linnea Jungnelius.