Apollo Eyes $5 Billion Sports Investing Push with Permanent Capital Vehicle

Apollo Global Management is planning a $5 billion push into sports investing with a focus on long-term financing deals with sports leagues and clubs. The firm will position itself as a strategic lender rather than an owner, following a growing trend of asset managers reshaping the sports business. Apollo is also eyeing a slice of the player-transfer debt market, where loans are backed by footballers' future transfer fees.

New York-based Apollo Global Management (APO.N) has announced plans to launch a $5 billion sports investment vehicle, as reported by the Financial Times [1]. This strategic move positions the asset management giant at the forefront of a burgeoning market for sports investing. The fund will focus on long-term financing deals with sports leagues and clubs, positioning Apollo as a strategic lender rather than an owner.

The new fund will be led by a team of new employees, who will concentrate on lending to sports leagues and teams, as well as buying stakes in clubs [2]. This represents a significant expansion for Apollo, which currently manages over $800 billion in assets under management. The firm is not entirely new to sports investments, having previously held talks with the lead shareholder of Atletico Madrid about a potential investment in the Spanish top-tier football club [2].

The move comes as private capital firms are increasingly stepping up their bets on the sports sector. Major U.S. sports leagues are allowing private equity funds to acquire minority stakes in teams, opening up unprecedented opportunities for institutional investors [2]. For instance, the U.S. National Football League (NFL) owners voted in August 2024 to permit private equity funds to buy stakes in teams, with specific parameters for fund eligibility and ownership limits [2].

Apollo's strategic positioning is driven by several factors, including the growing demand for sports content and the high investment potential of premium sports properties. The firm is also eyeing a slice of the player-transfer debt market, where loans are backed by footballers' future transfer fees [1]. This market is expected to experience significant growth as sports investments become more prevalent.

The sports investment market is expected to experience increasing divergence in 2025, with capital flowing disproportionately toward premium, established properties and high-growth, emerging sports. This creates opportunities across the spectrum of sports investments [2].

Apollo's move into sports investing is part of a broader strategy that includes investments in other sectors such as credit, private equity, and real assets. The firm's recent fundraising success, with the final close of Apollo S3 Equity and Hybrid Solutions Fund I exceeding its target, underscores its market position and ability to attract significant capital [2].

References:
[1] https://www.reuters.com/sports/apollo-global-planning-5-billion-sports-fund-ft-reports-2025-09-02/
[2] https://serrarigroup.com/apollo-global-management-plans-strategic-entry-into-sports-with-5-billion-investment-vehicle/