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Private equity is changing the sports financing game
The Observer
|July 27, 2025
The new money on Wall Street — private credit - wants to score big on European sports investments.
Last week, Nottingham Forest took out an £80m loan from asset management giant Apollo Global Management, which is reportedly also in talks to take a stake in Atlético Madrid.
It is joining its private capital counterparts in an arena dominated by banks. Recent announcements from Ares Management and CVC Capital Partners show an appetite for what they consider an undercapitalised market: sports.
These firms see long-term stability in injecting money into leagues with loyal fans and few business competitors. Last week, Apollo declared plans to launch a “permanent capital vehicle” for sports finance, allowing the booming £500bn firm to take equity positions in professional franchises. Their aim is to help teams and leagues grow and gain capital through longer-term loans.
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