Apollo Global Management is gearing up to launch a 5 billion dollar investment fund dedicated to the sports industry, the Financial Times reported. The plan highlights how private capital is stepping more aggressively into an area that has quickly become a magnet for long-term investors.
The New York-based firm, which manages over 800 billion dollars in assets, has already dipped into sports through ownership stakes in Premier League clubs and horseracing ventures. But this new vehicle marks a step-change. It will be Apollo’s first commitment of permanent capital to the sector, giving it more flexibility to pursue deals without the pressure of quick exits.
People familiar with the matter told FT that Apollo is expected to hire specialists to lead the strategy. The approach will revolve around two main themes: providing loans to leagues and teams that need financing and acquiring equity stakes in sports clubs. Both areas are growing fast as traditional lenders like banks shy away from the risks tied to volatile revenues and complex ownership structures.
Private capital groups, however, see a sweet spot. Sports assets often come with loyal fan bases, predictable media rights income, and global branding opportunities. That combination has allowed firms to step in with funding solutions at high yields. Apollo’s entrance only adds to a trend that already includes rivals like Arctos Partners, CVC, and Ares Management, all of which have increased their exposure to sports in recent years.
The broader context is clear: sports finance is maturing into a distinct asset class, with investors betting that rising broadcasting revenues, digital engagement, and the international expansion of leagues will keep valuations moving higher. Still, the space is not without risks — political interference, regulatory scrutiny, and shifting consumer preferences could weigh on returns.
For Apollo, the launch underscores its strategy of diversifying into new areas while deploying its vast balance sheet into niches where traditional capital is scarce. As of mid-morning Tuesday, Apollo stock was trading 1.4 percent lower, suggesting the market has yet to fully price in the long-term potential of this latest move.