Apollo Set to Launch $5B Sports Investment Vehicle

Apollo Global Management is set to launch a $5 billion strategy to invest in sports deals, focusing on lending long-term strategic capital to sports leagues and clubs. The investment vehicle will also consider owning stakes in teams but will prioritize lending. Apollo has already provided loans to football teams and is developing a mixed-use project around Atlético Madrid's stadium. The fast-growing sports finance sector is attracting major asset managers who are seeking returns via various strategies.

Apollo Global Management, a leading American asset management firm, is set to launch a $5 billion investment vehicle focused on the sports sector. The new strategy aims to provide long-term strategic capital to sports leagues and clubs, with a priority on lending rather than equity stakes. This move underscores the growing interest of major asset managers in the fast-expanding sports finance sector.

The investment vehicle, slated to be led by new hires, will focus on lending to sports entities and acquiring minority stakes in clubs. This strategic expansion is part of Apollo's broader investment approach, which includes sectors like credit, private equity, and real assets. As of 2025, Apollo manages over $800 billion in assets under management [1].

Marc Rowan, Apollo's CEO and Co-Founder, has been instrumental in driving the company's strategic shift since taking charge in 2021. Under his leadership, Apollo's stock has surged 89%, reflecting a successful track record in alternative investments. Rowan's extensive experience in the industry, including a career at Drexel Burnham Lambert, positions him to navigate the complexities of sports investments [1].

Apollo is not new to the sports investment scene. In July 2024, the firm held talks with the lead shareholder of Atletico Madrid about a potential investment in the Spanish top-tier football club, demonstrating its existing interest in high-profile sports properties. Additionally, football Hall of Famer Lynn Swann and co-founder Joshua Harris, who is part-owner of the Philadelphia 76ers and New Jersey Devils, are on the Apollo board of directors [1].

The move comes as the sports investment landscape transforms. Major U.S. sports leagues are increasingly allowing private equity funds to acquire minority stakes in teams, opening unprecedented opportunities for institutional investors. For instance, the U.S. National Football League (NFL) owners voted to allow private equity funds to buy stakes in teams in August 2024 [1].

Early success stories include Ares Management acquiring a 10% stake in the Miami Dolphins and Arctos Partners purchasing a 10% stake in the Buffalo Bills, setting precedents for Apollo's potential deals. Apollo's entry into dedicated sports investing reflects broader industry trends toward viewing sports properties as legitimate alternative investments [1].

Apollo's strategic positioning in the sports sector aligns with the growing demand for sports content and the increasing valuation of broadcasting rights. Streaming platforms, such as Netflix, are creating new revenue opportunities, further fueling the sector's growth. Additionally, women's sports are gaining popularity, presenting new investment opportunities [1].

The planned $5 billion investment vehicle is part of Apollo's diversified investment approach. In June 2024, Apollo acquired a 49% equity interest in a joint venture related to Intel Ireland's Fab 34 for €10.1 billion ($11 billion). The firm has also been active in other sectors, acquiring Barnes Group in January 2025 and agreeing to acquire real-estate investment company Bridge Investment Group for $1.5 billion in February 2025 [1].

Apollo's strategic expansion into sports investing highlights the sector's potential for high returns and sustainable growth. As private equity firms and high-net-worth individuals continue to underscore the sector's enduring appeal, Apollo's entry into dedicated sports investing reflects broader industry trends toward viewing sports properties as legitimate alternative investments [1].

References:
[1] https://serrarigroup.com/apollo-global-management-plans-strategic-entry-into-sports-with-5-billion-investment-vehicle/