September 22, 2026
Investors see sports investing move further into the mainstream
Deutsche Bank hosts inaugural sports investment conference in London.
More than 350 investors, owners, operators, advisors and policymakers gathered at Deutsche Bank’s inaugural Sports Investment Conference in London to discuss ownership trends, valuations, capital flows and the factors shaping the future of sports investing.
- Polling conducted among conference participants highlighted the continued evolution of sports as an investment theme. Nearly half of attendees described sports as both a passion investment and an institutional asset class, while a further 33% viewed it as an emerging alternative asset class, underscoring growing acceptance of sports within investment portfolios.
- The survey also pointed to continued investor interest across the sports ecosystem. More than one-third of mostly Europe-based participants (35%) identified European football clubs as the most attractive investment opportunity, followed by emerging sports such as women's sports (28%), and sports-related infrastructure, media and technology (24%).
- At the same time, the sector continues to attract new investors. While 36% of attendees reported more than five years of sports investment experience, 44% said they were still exploring opportunities or had yet to make their first investment. A fifth of all attendees have been actively investing in sports for more than ten years.
- When asked what will drive long-term value creation in sports, participants identified maintaining fan trust and engagement (48%) and media rights and content monetisation (48%) as the most important factors, ahead of technology, governance and institutional capital flows.
Arjun Nagarkatti, Head of Private Bank US & Europe International at Deutsche Bank, said: "We are seeing increased interest in sports from family offices and private investors. Participants increasingly evaluate sports through the same lens as other investments, giving careful consideration to both opportunities and risks. However, it remains clear that long-term success depends not only on capital, but also on maintaining supporter trust, preserving sporting integrity and strengthening community connections."
Conference discussions reflected the increasing institutionalisation of sports as an asset class, covering topics such as ownership trends, sports valuations and alternative asset allocation. Participants also examined the long-term drivers of value creation across the sector, from media rights and technology to governance, ownership structures and maintaining fan engagement. Ahead of the conference, Deutsche Bank's Private Bank Chief Investment Office (CIO) explored these themes in a special report on sports investing, highlighting both potential growth drivers and key considerations for investors, including valuation, governance and liquidity.
The conference brought together leaders of the global sports business community, collectively representing investments in more than 100 sports clubs globally. Speakers included Avie Glazer, Co-Chairman of Manchester United, Owner of the NFL’s Tampa Bay Buccaneers and Chairman of Innovate Corp, and Derek Chang, President and CEO Liberty Media.
Deutsche Bank AG
Media Relations
Alexandra Umpleby-Walker
Email: alexandra.umpleby-walker@db.com
Melissa van Anraad
Email: melissa.van-anraad@db.com
About Deutsche Bank
Deutsche Bank provides retail and private banking, corporate and transaction banking, lending, asset and wealth management products and services as well as focused investment banking to private individuals, small and medium-sized companies, corporations, governments and institutional investors. Deutsche Bank is the leading bank in Germany with strong European roots and a global network.