FW: What is the outlook for PE investment in sports in the months ahead? To what extent do you expect to see a rise in capital deployed into this sector?
Bonass: Sport remains a highly valued asset class with billions of fans worldwide. A wave of investment, particularly from the US, is poised to enter the market. However, firms are assessing financial sustainability rules to navigate regulations and opportunities, including the multi-club model. PE firms want an exit, with the first wave in sports expected in the coming years. Some may sell their entire interest, while others may pursue minority sales to retain exposure and unlock liquidity, often as part of a multi-club strategy. Capital will flow into both established franchises and emerging sports. Rising valuations will drive investor consortiums, and women’s sports will attract greater investment due to audience growth and improved monetisation strategies. Investors are also targeting businesses in the broader sports ecosystem, including artificial intelligence, betting and venue management. A strong management team will be key, as PE must balance risk, identify high-growth assets and adapt to the evolving landscape.
Matt Bonass is head of Bird & Bird LLP’s London corporate team and co-head of its international corporate group. He is also a member of the firm’s London management team. Specialising in public and private M&A, private equity, joint ventures, venture capital and equity capital markets work, he supports clients across various sectors, including sport and those that are being changed or disrupted by technology. He can be contacted on +44 (0)20 7415 6000 or by email: matt.bonass@twobirds.com.
Craig Giles is a partner in Bird & Bird LLP’s media, entertainment & sports group in London, advising on commercial issues in all major sports, as well as advertising and marketing campaigns and consumer law. He specialises in advising sports industry clients on sponsorship, image rights, staging agreements, agency agreements, merchandising, licensing, funding agreements, brand protection and ticketing measures. He has particular expertise in the field of media rights. He can be contacted on +44 (0)20 7415 6000 or by email: craig.giles@twobirds.com.
Richard Bush is an experienced and practically minded sports lawyer, working as a partner in Bird & Bird LLP’s media, entertainment & sports group in London. Having trained and qualified at a major city firm, he began his career as a sports lawyer in 2011, working as an in-house lawyer at the Football Association. In 2014, he went back into private practice with a boutique sports law firm, before joining Bird & Bird in 2016. He can be contacted on +44 (0)20 7415 6000 or by email: richard.bush@twobirds.com.
Jon Goldsworthy is a partner in Bird & Bird LLP’s international HR services group in London. As a specialist employment and immigration lawyer, he advises on the full spectrum of HR and global mobility issues to support clients’ talent and people strategies internationally. His employment law experience includes negotiating service agreements and executive severances, advising on the protection of confidential information and enforcement of restrictive covenants. He can be contacted on +44 (0)20 7415 6000or by email: jonathan.goldsworthy@twobirds.com.
Intisar Abdi is a commercial associate based in Bird & Bird LLP’s London office. With a particular focus on sports, media and games matters, she has experience in coordinating multijurisdictional advice, advising on sponsorship agreements, marketing agreements, licensing agreements, loot boxes and a range of contractual and commercial issues more generally. As a member of the Women’s Sport Group, she is particularly interested in and passionate about the growth of women’s sport. She can be contacted on +44 (0)20 7415 6000 or by email: intisar.abdi@twobirds.com.
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