The Avenue Sports Fund and Playmaker Fund have formed a strategic partnership to transform sports private equity investments across Europe and North America. The collaboration brings together two leading investment platforms that will “identify and capitalize on high-potential sports assets in a rapidly evolving landscape.”
Avenue Sports and Playmaker will reportedly combine their networks and expertise through the alliance to source and execute differentiated investment opportunities. The companies said in a media release that the core areas of investment focus include minority stakes in established leagues and sports-centric assets and control ownership opportunities in emerging sports and media properties.
“Strong tailwinds, disruptive technologies and the demand for informed capital have created an environment for the partnership to capitalize on emerging opportunities across sports and geographies,” the companies suggested.
“We’re very excited to partner with Playmaker and the Djorkaeff family, further enhancing the European footprint of our sports investments,” said Marc Lasry, chairman, CEO and co-founder of Avenue Capital Group. “Through this partnership, Avenue will be deploying capital and strategically investing in Europe via Playmaker, allowing us to deepen our involvement in the region’s dynamic sports sector. The combination of our experience, expertise, and resources positions us to capitalize on the growing number of investment opportunities in this space and significantly extends our European capabilities.”
Youri Djorkaeff, FIFA World Cup champion and co-founder of Playmaker shared his enthusiasm, “Together with Marc and the Avenue team, we have a shared vision for making impactful and transformative investments in sports. This landmark partnership allows us to leverage Avenue’s extensive experience while broadening our own investment capabilities. Sports is at a tipping point, where smart capital – guided by a deep understanding of both the game and the business—is essential to drive meaningful change and create value.”
Launched in 2023, Avenue Sports Fund’s core areas of investment focus include debt and preferred equity, minority stakes in established leagues, women’s sports, emerging leagues to capitalize on areas of exponential growth, and other sports businesses and properties. The Fund is one of many funds of Avenue Capital Group.
Avenue, founded in 1995 by Marc Lasry and Sonia Gardner, draws on the skills and experience of “over 65 investment professionals and more than 180 employees,” operating from its headquarters in New York and ten offices worldwide. Avenue reports $12 billion in assets under management.
The Funds athlete team includes Stephen Curry, Lauren Holiday, Harry Kane, Candace Parker, Michael Strahan, and Lindsey Vonn.
Playmaker is a strategic partner for emerging companies and established properties shaping the future of sports. Founded in 2024 through a partnership between the Djorkaeff family and Monaco Asset Management, Playmaker unites a network of athletes, investors and industry insiders to “drive impactful and transformative investments in sports.” Headquartered in Monaco, Playmaker reports that its investment team manages approximately $7 billion in assets.
Image courtesy NBA
