CVC Unveils £9bn SportsCo Plan in Strategic Refinancing Move

Private equity giant looks to reshape global sports investments and tap future market growth

CVC Launches SportsCo to Consolidate Global Sports Holdings

CVC Capital Partners, one of the world’s leading private equity firms, is embarking on a major refinancing initiative for its extensive £9 billion portfolio of sports investments. The firm has created a new entity, SportsCo, aimed at streamlining and enhancing the value of its growing collection of sports assets.

To support the strategy, CVC has enlisted the expertise of Goldman Sachs, PJT Partners, and the Raine Group to advise on the refinancing. The deal could include raising new debt and may even pave the way for a partial sale or a future IPO.

What’s in the SportsCo Portfolio?

CVC’s sports portfolio is one of the largest privately held collections in the industry and includes:

• Six Nations and Premiership Rugby
• La Liga and Ligue 1 football media rights
• Women’s professional tennis
• International volleyball
• Indian Premier League (IPL) cricket

This diverse ownership across multiple top-tier sports gives CVC a unique platform to monetise media rights, sponsorship, and fan engagement opportunities on a global scale.

Why the Refinancing Move Matters

The refinancing will allow CVC to stay invested in sports assets for longer, giving it more time to optimise returns and drive strategic growth. It will also enable SportsCo to serve as a vehicle for future acquisitions, consolidating its influence in a sector that continues to attract significant private capital.

Marc Allera, former EE CEO and chairman of BT Sport, has been appointed chairman of SportsCo. His media background is expected to bring a sharper commercial edge to the portfolio.

From Formula One to Rugby: CVC’s Sporting Legacy

CVC’s track record in sport is well established. Its past ownership of Formula One is widely considered one of the most successful investments in sports history. The firm has since targeted sports properties that offer untapped media and commercial potential.

In rugby union, CVC’s 27% stake in Premiership Rugby—acquired in 2019—was initially challenged by the COVID-19 pandemic and club insolvencies. However, recent indicators suggest a rebound:

• TV audiences are up 40% year-on-year
• Sponsorship revenues have nearly doubled
• Fan engagement among 18–34-year-olds is up by 30%

CVC also recently secured a more lucrative broadcast deal, further validating its long-term strategy.

A New Model for Sports Investment

The SportsCo initiative is being likened to the LVMH model in luxury goods—where independent assets benefit from shared resources and best practices. Insiders also see parallels with the NBA’s TeamBO unit, which drives collective commercial opportunities across franchises.

Though CVC’s sporting assets will remain operationally independent, SportsCo will offer cross-portfolio expertise, unlocking synergies in areas such as digital strategy, data, fan engagement, and international growth.

The Future of Sports Investment and Trading

With the rise of private capital in global sports, the formation of SportsCo could change how investors approach the sector. CVC’s model suggests a future where sports franchises are no longer treated as stand-alone assets, but as part of a broader, interlinked investment ecosystem.

This could influence trading in several ways:

• Encouraging longer-term investment horizons for sports assets
• Making sports IPOs and M&A activity more common
• Attracting new types of capital, including retail and institutional investors via public offerings

As global interest in sports media, betting, and fan tech grows, investors will increasingly look at sport not just as entertainment, but as a serious and scalable asset class.

Conclusion: CVC Sets the Stage for a New Era in Sport

CVC’s launch of SportsCo and its £9bn refinancing strategy marks a bold evolution in private equity’s relationship with sport. With a proven track record and a portfolio of top-tier assets, the firm is now poised to reshape the landscape of global sports investment.

If successful, this model could redefine how capital is deployed in sport—blurring the lines between private equity, media, and technology. And for those watching the future of trading and investment, sport may just be the next big frontier.

Sources: (SKY.com, Investing.com)