The global sports investment landscape is experiencing a dramatic shift, with a growing focus on technology. A recent Altman Solon report, “Global Sports Survey,” reveals that 62% of 250 surveyed sports executives prioritize technology solutions providers as their top investment for the next three to five years, exceeding the 41% who favor traditional investments in sports clubs and franchises.
This change reflects the modernization of sports media and the impact of technological innovations on production workflows, fan engagement, and digital revenue generation. As David Dellea, a partner at Altman Solon, notes, “Premier sports franchises will never lose their attractiveness, given the power and longevity of their IP. Yet, private equity and other investors are turning to new technologies providers, particularly those that are revolutionizing media workflows and fan experiences.”
The report identifies key growth areas within the sports industry, emphasizing that investments beyond intellectual property are crucial for accelerating professionalization and driving returns. The influx of private equity and sovereign wealth funds has diversified the investor landscape, leading to a portfolio approach that combines core assets with enabling technologies and related segments. This strategy aims to enhance value creation and operational efficiency through digital transformation.
Formula 1 serves as a prime example, demonstrating annual revenue growth of approximately 10% thanks to strategic investments. Similar diversification strategies are evident with the City Football Group. The report highlights the “sports media technology value chain — ranging from production and transport to distribution — offers compelling opportunities,” emphasizing that digital disruption is reshaping media rights owners and broadcasters, creating long-term value for investors.
In the increasingly competitive sports investment market, success hinges on expertise, access to deals, and the ability to leverage synergies across portfolios.