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Growth Stage Funds Entering Sports At Record Rates
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Growth Stage Funds Entering Sports At Record Rates

From Silicon Valley to Salt Lake City — a new class of capital is reshaping the business of sports.

Andrew Petcash's avatar
Andrew Petcash
Apr 17, 2025
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Profluence Sports
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Growth Stage Funds Entering Sports At Record Rates
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Sports used to be a trophy asset — now it’s a growth asset focused on monetization, operating leverage, and exit potential.

In the last 12 months alone, we’ve seen new growth funds emerge and big private equity players launch sports verticals:

  • Ryan Smith, owner of the Utah Jazz, launched Halo Experience, aiming to raise $1B+ for sports and adjacent investments.

  • Norwest Venture Partners (backers of Uber, Calm, & Opendoor) is interested in doing more deals within sports.

  • General Atlantic ($100B AUM) expressed interest in doing more sports investments.

  • RedBird Capital raised $4.7B in fresh capital and partnered with Weatherford Capital to take on college sports.

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