NFL’s 32 Equity Partners General Atlantic on Sports Investments

The NFL's strategic investment vehicle, 32 Equity, has agreed a global partnership with growth investor General Atlantic to pursue investments in sports technology, platforms, services and fan experiences. NFL clubs approved the arrangement at their 20th October meeting in New York.

The partners aim to combine 32 Equity's relationships across the league and sports ecosystem with General Atlantic's international investment network and experience scaling businesses. PJT Partners advised 32 Equity on the partnership.

According to Axios, the parties are planning a jointly managed investment fund, with both General Atlantic and 32 Equity acting as general partners. The proposed mandate is expected to cover growth-stage businesses deriving at least some revenue from sport. The partners are targeting formal fundraising activity in early 2027.

The initiative potentially creates a new investment and revenue channel for the NFL's club owners, while giving General Atlantic access to one of sport's most powerful commercial networks.