Serrari Group

US private equity powerhouse Sixth Street is venturing into the realm of sports investments with the impending launch of its inaugural sports-focused fund. The move comes as Sixth Street aims to capitalize on the lucrative opportunities presented by the sports market, signaling a strategic shift towards diversification.

Reports from Bloomberg indicate that Sixth Street is currently engaged in preliminary discussions with potential investors regarding the new fund. This investment vehicle is poised to target a wide spectrum of opportunities within the sports landscape, including deals involving sports teams, leagues, media rights, and related enterprises.

With assets under management totaling over US$75 billion, Sixth Street has gradually ramped up its presence in the sports market in recent years. Notable ventures include a landmark 20-year partnership with Real Madrid and Legends, focusing on ventures at the Santiago Bernabéu Stadium, as well as significant agreements securing a stake in Barcelona’s LaLiga media rights revenue.

In a bid to foster innovation and growth within the sports sector, Sixth Street played a pivotal role in establishing Bay FC, the newest franchise in the National Women’s Soccer League (NWSL). This initiative, coupled with a substantial investment pledge towards the club’s development, underscores Sixth Street’s commitment to supporting emerging segments like women’s soccer.

Additionally, Sixth Street boasts a diverse portfolio of sports-related investments, including minority ownership in the NBA’s San Antonio Spurs and majority ownership of Legends. The recent acquisition of event management agency ASM Global further solidifies Sixth Street’s foothold in the sports and entertainment management landscape.

Alan Waxman, Co-founding Partner and Chief Executive of Sixth Street, emphasized the firm’s strategic focus on driving innovation within European soccer and identified women’s soccer as a significant growth opportunity. Waxman’s insights reflect Sixth Street’s forward-thinking approach to capitalizing on emerging trends within the sports industry.

As Sixth Street joins the ranks of private equity firms venturing into sports investments, it aligns with broader industry trends. Entities like Arctos have pioneered similar initiatives, while financial institutions like JPMorgan and Goldman Sachs have established specialized teams to facilitate sports-related transactions.

The forthcoming sports-focused fund represents a strategic endeavor by Sixth Street to unlock transformative opportunities and shape the future of sports investment. By leveraging its extensive expertise and resources, Sixth Street aims to navigate the dynamic sports landscape while delivering value to investors and stakeholders alike.

photo source: Google

By: Montel Kamau

Serrari Financial Analyst

8th May, 2024

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