Sports are increasingly being defined as an asset class in itself with strong return prospects and a wide universe of investable options, according to multiple private banks.
The market value of global sports have been expanding at an average annual rate of 5% since 2020 and has an estimated value of over USD400 billion in 2025, according to consultancy Kearney, which forecasts growth to accelerate to 8% over the next five years to reach USD602 billion by 2030.
For private banks, this is a gargantuan opportunity set for them to advise clients and potentially include in their portfolios.
In a note by Matthew Carter, a strategist at UBS Global Wealth Management, there are multiple ways for investors to gain exposure. This includes direct ownership of clubs or teams, private equity funds with stakes in sports or related businesses, and publicly listed companies in the ecosystem across media, apparel, and tech, like streaming platforms.
“We believe it is growing into a distinct asset class, one with unique characteristics. For investors, the sector offers exposure to a combination of tangible and intangible assets: stadiums and infrastructure, intellectual property, media rights, and global brands,” Carter said. “For those willing to navigate its complexities, sport may offer both financial opportunities…and a beautiful game.”
Family offices: Incumbent investors of the old and new
At the highest echelons of private wealth, family offices are already actively investing in sports.
According to the third edition of Goldman Sachs’ Family Office Investment Insights report released in September 2025, 25% of the segment is already invested in sports with another 25% expressing interest. 71% are focused on men’s major league teams while 61% view media and content as the major driver of future value.
Family offices are not only investing in established sports but also emerging ones. For example, the namesake family office of billionaire Tom Dundon, who is already the owner of the NBA’s Portland Trail Blazers and the NHL’s Carolina Hurricanes, partnered with Apollo’s new sports fund to invest USD225 million in a major company involved in pickleball. The increasingly popular racket sport is projected to grow from USD2.6 billion in 2025 to USD9.6 billion in 2034.
“There is strong growth potential in niche or emerging sports where we believe the market is still undervalued, such as padel tennis, esports, and women’s sports,” noted Jacky Tang, CIO emerging markets at Deutsche Bank Private Bank.
Offerings for HNWIs
While there is obviously a high barrier of entry for investments such as stakes in sports teams, private banks are also seeking to develop offerings with smaller ticket sizes.
In April 2025, Standard Chartered’s private banking arm launched a new alternative fund for ultra-high net worth and high-net-worth clients, focused on sports, media, and entertainment opportunities.
“We have observed strong growing interest from our clients in alternative asset classes such as sports investing. The growing media industry is an impetus for us to act now. It is therefore timely to leverage the strong expertise of leading global fund managers to connect our high net worth clients to professionally managed solutions that provide access to hard-to-access opportunities,” commented Samir Subberwal, global head, wealth solutions, retail products, data & analytics, Standard Chartered.
Sports financing solutions
And the opportunity for universal banks extends beyond just investing to financing solutions.
In February this year, Deutsche Bank expanded its sports financing footprint under the leadership of Sowmya Kotha in London and Joshua Frank in New York, who report to Adam Russ, head of wealth management and business lending. The German private bank noted that wealthy US clients were up to three times more likely than European clients to hold sports-related assets, supported by strong valuations and long-term industry growth.
Investor take on 2026 World Cup
On the topic of sports, much of the current spotlight is being placed on the 2026 FIFA World Cup being held in the US, Canada, and Mexico. While the flagship football event has already broken the all-time attendance and viwer record, the economic impact and investment opportunity is expected to be limited.
According to a Deutsche Bank report, the World Cup is estimated to generate a moderate addition of USD40 billion in GDP with over 800,000 temporary jobs, in part due to an asset-light infrastructure model that involves the use of existing stadiums. For investors, there could be a short-term demand catalyst for select equity sectors from tourism, consumer spending, and heightened media attention.
“On a relative basis, we think Mexico will react more positively in the short term. If you look at MSCI Mexico, around half of the market cap is in the sectors that will stand to gain from the World Cup, such as tourism. On the other hand, Canada is focused on financials and property, while the US is focused on tech so their markets will benefit less,” Tang added. “Overall, there may be a small tactical opportunity but don’t expect a re-rating.”
