A New Playbook: Inside the 2025 SportsPro Investment Forum

"See Value Before the Spotlight" - Undervalued sports assets are today’s biggest bets for visionary investors

Live Sports as a Cultural Magnet

Step into London’s buzzing sports-finance crossroads, where billion-dollar checks, tech masterminds, and die-hard sports visionaries collided for the inaugural SportsPro Investment Forum. On July 9, 2025, everyone from private equity titans and cricket revolutionaries to former pros turned investors huddled to decode where the sports business is sprinting next.

Forget the old school "buy a club, sit back, and cheer" era—this crowd is rewiring leagues, reshaping ownership models, and hunting for the next global fan obsession. With record-breaking deals, explosive growth in women's sports, and AI creeping into every locker room, the forum felt less like a conference and more like a sneak peek into sports' sci-fi future.

Below, we break it all down—the hard truths, the money moves, and the wild bets shaping tomorrow’s scoreboard.

The Lowdown

• Undervalued sports properties are the new unicorn hunt

• The Hundred’s $1B franchise auction flips cricket forever

• Celebrity owners and global PE reshape clubs into brands

• Private equity is turbocharging niche and emerging sports

• Women’s sports are finally treated as a business case, not charity

• Media innovation is now the heartbeat of sports value

• AI is here—solving real problems, not just hyping NFTs

Spotting Untapped Value: In 2024, sports deal volume soared 44% as investors hunted hidden gems beyond the major leagues

“You win by seeing value where others don’t”

Hidden sports gems are out there—if you’ve got the guts and data to spot them. Despite monster franchise prices, investors are still finding "nooks and crannies" ripe for growth. Bruin Capital’s George Pyne illustrated it with Two Circles: buy early, scale big, exit smart.

The Professional Triathletes Organisation, backed with $10M from Cordillera, is a textbook play—turning a niche endurance sport into a global media and event property.

Investors eye signals like grassroots participation and digital buzz to outpace the pack. Women’s leagues and international minor leagues are among the most underrated playgrounds.

“You win in this space by seeing value where others don’t and acting before it’s obvious.” — Forum panelist“Everybody’s got their goals. I have shareholders… I have to ask them when to sell.” — George Pyne

The Hundred’s Billion-Dollar Pivot: Selling 49% stakes raised £554M, valuing the new cricket league at nearly £1B and pulling in Big Tech execs

“A seminal moment for cricket”

The Hundred’s move to sell 49% of its eight franchises for £554M isn’t just cricket—it’s a power serve across global sports. Valued at nearly £1B, this fast-paced league lured tech CEOs like Sundar Pichai and Satya Nadella, plus IPL powerhouses and hedge fund moguls.

The hybrid model (51% ECB control, 49% private investors) preserves the sport’s soul while injecting rocket fuel cash. Counties across England are cashing out with a piece of the pie, stabilizing grassroots cricket and prepping for global expansion.

Innovation is the north star: more global matches, tech-infused fan experiences, and experimental formats on the horizon.

“We may not get this chance again for at least a generation.” — Forum speaker“Safeguarding the future of the domestic game is the priority.” — Vikram Banerjee

Redefining Club Ownership: Over half of EPL clubs now have North American owners as sports franchises transform into global media brands

“Connect emotion and enterprise”

Club ownership today is global, data-fueled, and celebrity-studded. Forget the days of lone local millionaires—now it's Ryan Reynolds buying a Welsh club or Hugh Jackman sailing into SailGP.

Clubs like Como 1907 and Burnley FC show that modern owners think like portfolio managers: fix commercial ops, tap global fandom, and turn culture into cash. But it’s not all spreadsheets—owners still juggle weekly match volatility and fan fury.

Multi-club ownership (think City Football Group) is the next frontier, sharing scouting, sponsorships, and media reach across geographies. ESG is in the mix too: fail on community duty, and expect public blowback.

“Your asset literally plays a match every week that affects its value.” — Forum panelist“It’s not a quarterly project—it’s a decade.”

Private Equity’s Sports Takeover: PE funded 45% of all sports deals in 2024, turbocharging underdeveloped leagues and niche competitions

“Patient capital for impatient sports”

Private equity owns the emerging sports boom. In 2024 alone, PE funded nearly 45% of all sports deals. Firms like CVC, Silver Lake, and Cordillera are rewiring sports like triathlon, rugby, and women’s golf, turning passion games into polished enterprises.

The PTO’s $10M boost for its T100 World Tour is a prime example—going from 7 to 9 global races next year. Meanwhile, PE bets big on women’s tennis and even offbeat leagues like Gerard Piqué’s Kings League Middle East edition.

Patient capital is the mantra; overnight returns are rare. The cultural learning curve is steep—relegation fears and die-hard fans don’t fit cleanly into Excel models.

“We’ll steer away from sports unwilling to embrace change.” — Danny Townsend, SURJ“You’re inheriting an ecosystem of players, fans, sponsors, and regulators.” — M&A banker

Women’s Sports Boom: Global revenues to hit $2.35B in 2025, up 240% since 2021, as valuations for teams soar past $250M

“No longer a charity case—it’s a business case”

Women’s sports have flipped the narrative. With revenues set to hit $2.35B this year (up 240% since 2021), investors are no longer treating them as PR stunts.

Mercury/13’s $100M spree across Europe and Latin America, Angel City FC’s $250M valuation, and Chelsea FC’s women’s team at £200M show the cash flood is real.

Former stars like Eniola Aluko call for more confidence, citing sold-out stadiums and massive viewership spikes as proof points. The alignment with ESG makes it irresistible to institutional money.

“We need more PR around the benefits of investing in women’s soccer.” — Eniola Aluko

“Women’s football lacks dedicated executives who can transform it into the best asset class of our generation.” — Victoire Cogevina

Media as a Multiplier: From F1’s Netflix bump to DAZN’s $1B FIFA rights, content is becoming sports’ top revenue driver

“Your content game plan matters as much as your game plan”

Media is the ultimate multiplier. Drive to Survive took F1 from niche to Netflix-fueled juggernaut. DAZN’s $1B FIFA Club World Cup rights grab and Dream Sports’ $50M cricket media investment show where the puck is heading.

Athletes are mini media empires now. From YouTube vlogs to TikTok behind-the-scenes, fans crave stories beyond the scoreboard.

The next big sports entity? One that can monetize fan eyeballs globally via apps, streaming, and social. But not every bet lands—expect some niche apps to crash and burn.

“Beyond the pitch, your content game plan matters as much as your game plan on the field.”

“The winners are those who own content or create paradigms fans love.”

Tech’s Real-World Impact: AI-driven sports tech solutions are shifting from hype to necessity, driving savings and deeper fan loyalty

“Solving real problems beats chasing hype”

Sports tech is growing up fast. AI headlines the movement—powering coaching analytics, injury prevention, auto-generated highlights, and even real-time multilingual commentary.

Startups like Camb.ai (live translation) and Fanbase (fan monetization) show where investor money is heading: clear value, scalable solutions, and immediate impact.

With higher interest rates and cautious VC vibes, founders must bring revenue-ready products, not just big dreams. Investors want sports tech to look like a mature SaaS playbook—traction first, hype last.

“What matters is a clear path to revenue and scale beyond a few pilot clients.”

“The era of blank-check hype is fading; we’re building real solutions now.”

Quickfire: What’s Next?

Q: Where’s the hottest growth?

Women’s sports, cricket’s global expansion, and under-the-radar leagues with high grassroots energy.

Q: Biggest risk?

Cultural clashes—new money misreading what fans and local communities want.

Q: What defines the winning investor?

Those who mix profit motives with authentic stewardship of the game.