Apollo to Launch $5bn Sports Investment Fund to Target Global Growth

Apollo Global Management is set to launch a $5 billion investment fund specifically dedicated to the sports sector. This marks the firm’s first permanent capital allocation solely devoted to this area. With over $800 billion in assets under management, Apollo has already made notable moves in sports finance, including loans to Premier League side Nottingham Forest and Sports Invest Holdings, exploratory talks about acquiring a stake in Atlético Madrid, and an attempted $1.25 billion investment in Mexico’s top football league. The creation of a dedicated vehicle, however, represents a clear escalation of its long-term commitment to sport.

The new fund will allow Apollo to pursue both debt and equity opportunities. This includes lending to sports leagues and clubs as well as acquiring minority stakes in teams. To effectively manage this strategy, the firm is also expanding its leadership team, emphasising its intention to invest long-term resources into the sports sector.

Apollo’s interest in sports reflects a broader trend of private capital flowing into the global sports market. Traditional lenders often hesitate to provide the flexibility and structures that sports organisations require, creating opportunities for alternative investors. Apollo has shown a willingness to bridge this gap through loans to football clubs and sports-focused holding companies, demonstrating an appetite for innovative financial solutions.

In addition to lending, Apollo aims to make equity investments that would grant it a stake in major franchises and leagues. The firm has engaged in discussions with prominent European football clubs and has previously explored investment opportunities in various global markets. Although not every negotiation has resulted in a deal, the company’s persistence showcases its commitment to becoming a significant player in sports ownership and finance.

The launch of this dedicated sports fund positions Apollo in direct competition with other private equity firms already active in the industry. Rivals such as Ares Management and CVC have built substantial portfolios across football, rugby, cricket and American sports, and recently joined forces on a new platform, Sportco, designed to consolidate and refinance sports investments under one umbrella. Apollo’s entry with permanent capital raises the stakes further, intensifying competition for premium assets and setting up a head-to-head contest with Sportco for influence in global sports finance.

For Apollo, this strategy represents a calculated investment in the growth and professionalisation of sports worldwide. As broadcast revenues, digital platforms and infrastructure projects continue to drive expansion, sports organisations increasingly require capital and expertise to sustain their development. By establishing this fund to provide both, Apollo positions itself as a long-term partner to clubs and leagues at every level.