Classic Football Shirts has added sports and media powerhouses to its investor roster following a growth equity investment from The Chernin Group (TCG). The company is looking to expand its U.S. business in the run-up to the 2026 FIFA World Cup.
The new strategic partners include Emmy-winning television creator, entrepreneur and Wrexham A.F.C. Co-Owner Rob McElhenney and his More Better Ventures, two-time FIFA World Cup and Olympic Gold Medal winner Alex Morgan and her Trybe Ventures and Wasserman Ventures, the investment arm of global sports, music, entertainment and culture company Wasserman. Stu Holden, lead TV analyst for Fox Soccer and former USMNT and Premier League player and Dan Rosensweig, tech executive and sports investor (Leeds United, Unrivaled Basketball League), also joined in the round.
The company said each is a “loyal Classic Football Shirts customer” and leader in the “massive consumer adoption of global football culture.”
“Classic Football Shirts has built something truly special—an organically grown, highly profitable brand that resonates deeply with football fans around the world,” said McElhenney. “I felt this from the moment I purchased my first shirt over three years ago. This is an incredible opportunity to deliver the best possible experience to football fans and collectors worldwide.”
This additional investment comes at a time of rapid expansion for Classic Football Shirts, which reports has been profitable since it was founded in 2006. The company said it had seen an “accelerated annual growth rate since TCG’s investment, including in the U.S., which is its fastest-growing market, at greater than 100 percent annually.”
Classic Football Shirts opened its first U.S. retail store on Canal Street in New York City in May 2024, which has “closely mirrored the success of its Manchester, UK and London, UK flagship stores.” Building on this momentum, the company plans to open additional stores in key U.S. cities, including Los Angeles, in October.
“CFS is an exciting market leader at a pivotal moment for the sport of football. The investment aligns perfectly with our strategy of elevating the fan experience through authentic, relatable, and shareable storytelling,” said Caroline Hutchinson, principal at More Better Ventures.
“Our new partners are pioneering investors in global businesses that intersect sports, entertainment and culture. Each one brings incredible foresight, a passion for the game, and a true understanding of football culture,” said Doug Bierton, co-founder and CEO of Classic Football Shirts. “Their support marks a major milestone for our brand and validates the team’s hard work and dedication. We’re looking forward to opportunities to collaborate with this talented group and remain committed to continuing to deliver the best of football culture to our expanding American audience.”
“CFS is a true embodiment of how fandom reaches across sports, fashion and culture, giving fans the ability to connect with their favorite teams, players and moments,” said Darren Ross, managing director at Wasserman Ventures. “Their business greatly complements the industries we touch, and we are excited to utilize our diverse suite of offerings to help CFS continue to grow.”
Image courtesy Classic Football Shirts
