Apollo Global Management Push USD5 Billion into Sports Investment

Apollo Global Management is preparing to launch a US$5 billion sports-focused investment vehicle, marking its first permanent capital strategy dedicated to the sector.

The move underscores the growing influence of private equity in global sport, as investors seek long-term exposure to leagues, teams, and related assets.

The New York–based firm, which manages more than USD800 billion (AUD1,220 billion) in assets, has already made inroads into the industry. Earlier this year, Apollo provided a £80 million (AUD1,429 million) loan to Premier League club Nottingham Forest and has been linked to a potential investment in Atletico Madrid, in a deal valuing the LaLiga club at up to €3 billion (AUD5.3 billion).

Although a previously negotiated investment into Mexico’s Liga MX collapsed, Apollo’s upcoming vehicle signals a more structured and sustained approach to sports capital.

Apollo Global Management plans to expand its specialist staff to lead the new strategy, which will combine lending to clubs and leagues with equity acquisitions. 

The development positions Apollo alongside other heavyweight investors already active in the sector. CVC Capital Partners is reportedly refinancing its €9 billion (AUD16 billion) sports portfolio, which spans LaLiga, Ligue 1, rugby competitions, and the Women’s Tennis Association. CVC also exited its majority stake in the Indian Premier League’s Gujarat Titans earlier this year for approximately USD567 million (AUD869 million).

Meanwhile, Ares Management is said to be exploring a new sports and media fund, adding to its existing holdings across Atletico Madrid, Inter Miami, the Miami Dolphins, and Chelsea FC.

For Apollo, the launch of a permanent capital vehicle represents not just opportunistic deal-making, but the establishment of a dedicated platform to capitalise on sports’ accelerating commercialisation.

If successfully deployed, the USD5 billion (AUD7.6 billion) fund could position Apollo as a central player in reshaping the financing landscape of global sport, particularly at a time when clubs and leagues face mounting pressure to secure liquidity while maintaining competitiveness.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.