Beyond the pitch – Where the smart money is going in UK sport

Introduction

While club takeovers often make headlines, some of the most exciting opportunities in UK sport are emerging beyond the pitch. In the first article in this two-part series, The new game plan – How investors are reshaping UK sport, we explored the surge of investment into football, rugby and other club ownership models, and the commercial drivers and legal considerations behind them.

In this follow-up, we turn our attention to the adjacent segments attracting strategic and financial capital, from digital fan engagement platforms to sports tech, media rights and women’s sport, and the legal issues investors need to consider when moving into these high-growth markets.

The rise of sports tech and data-driven investment

The sports technology sector is attracting record funding. In 2024 alone, global sports tech M&A surpassed $86 billion across more than 1,100 deals. In the UK, companies specialising in wearable tech, athlete performance analytics, and fan engagement tools are leading the way.

Angel syndicates and venture capital funds are backing start-ups that help teams, broadcasters and even elite athletes themselves to improve their performance, content delivery, and monetisation. These include AI-based scouting platforms, biometric tracking for injury prevention, and gamified fan experiences. Private equity firms like Charterhouse Capital (who acquired a majority stake in data-focused sports marketing agency Two Circles in 2024) are buying sport sector companies that have a proven business model and scope for high growth.

Legal insight

For investors, protecting IP and navigating data protection obligations under UK GDPR are critical. Due diligence must assess IP ownership, licensing structures, and data privacy compliance (especially where health and biometric data is processed).

Media rights and streaming: The race for content

Live sport remains a premium content category, and tech-driven disruption is changing how it’s distributed and monetised. DAZN, Amazon and Apple are increasingly active in bidding for UK and European sports rights.

Notably, the EFL’s 2024–2029 deal with Sky Sports was worth £935 million, marking a 50% uplift from the previous cycle. At the same time, private investors and sovereign wealth funds are targeting streaming platforms as strategic investments. Saudi Arabia’s Public Investment Fund, for example, has been linked with a billion-dollar injection into DAZN.

Legal insight

Sports media investments often involve complex commercial and licensing contracts, antitrust scrutiny, and cross-border IP issues. Investors should also consider the governance of content rights, platform exclusivity, and the longevity of rights deals.

Sports agencies and commercial rights

Consolidation in the sports agency space continues. Wasserman’s acquisition of UK-based CSM Sport & Entertainment in 2023, TKO Group’s acquisition of IMG in 2024, and CAA’s acquisition of Portas Consulting in 2025 have all highlighted the trend of global firms scaling their client rosters and commercial offerings.

Agencies with strong talent rosters, media buying capabilities, or brand activation expertise are now acquisition targets. Investors see long-term value in platforms that manage athlete careers, broker rights, or deliver end-to-end sponsorship campaigns.

Legal insight

Transactions in this space often hinge on contractual portability, regulatory compliance (including FA/UEFA/FIFA agent rules), and retention of key talent. Change-of-control provisions and reputational due diligence are essential.

Women’s sport: A rapidly growing market

The commercial growth of women’s sport in the UK is hard to ignore. For the first time, all 12 Women’s Super League (WSL) clubs generated over £1 million ($1.35m) in revenue in the 2023-24 season, as reported in Deloitte’s Annual Review of Football Finance, with total revenue predicted to reach £100m in the 2025-26 season, and new broadcast deals are unlocking fresh value. Sponsorship interest is surging, and match attendance records continue to be broken.

Private investors and corporate partners are now actively exploring equity stakes, sponsorship rights, and content platforms tied to the women’s game. This is a fast-scaling market, particularly attractive for investors with ESG mandates or gender equality priorities.

Legal insight

Investors should assess regulatory structures (e.g. FA governance of the women’s pyramid), contractual alignment with parent clubs, and opportunities to ringfence or separate commercial operations.

Structuring for growth and exit

These newer investment plays often differ from club acquisitions. They may involve:

• Convertible notes or staged investment rounds
• Joint ventures between tech providers and leagues
• Strategic minority stakes with media or IP rights

Exit strategies include trade sales to global media groups, secondary PE buyouts, or integration into multi-sport portfolios. Investors should align early on IP, revenue-sharing models, and exit waterfall terms.

Conclusion: Opportunity beyond the headlines

The UK sports sector offers far more than club ownership. Investors are increasingly targeting the commercial infrastructure that supports, amplifies, and monetises sport. From agencies and analytics to streaming platforms and the women’s game, these segments are agile, scalable and globally relevant.

We help investors seize these opportunities with tailored legal advice grounded in commercial reality. Whether you’re entering a high-growth market or expanding an existing portfolio, we bring the sector knowledge and transactional experience to help you invest with confidence.

As the business of sport evolves, the smartest money is moving beyond the pitch. We’re ready to help you lead the way.