APEX Capital
APEX Capital is a Portugal-based, athlete-backed sports investment firm operating venture, growth, and private equity funds plus a €250K startup accelerator. It serves early-stage sports technology founders, professional athletes, and sports asset owners, with 100+ athlete investors and a $350M European sports fund closed in September 2025.
- Company typePrivate
- Founded2020
- HeadquartersCascais, Portugal
- Headcount1–10
- GTM typeB2B
- OfferingServices
What APEX Capital does
APEX Capital is a sports-focused investment firm founded in 2020 and headquartered in Oeiras, Portugal, with a regional office in London. The firm operates three core investment strategies: a venture capital fund (Elite Performance Fund) backing early-stage sports technology companies from Pre-Seed to Series A; a growth and private equity fund (Sports Growth Fund) targeting established and emerging sports assets including teams, leagues, and rights opportunities; and the APEX Impact Program (AIP), a €250,000 accelerator for early-stage sports, media, and entertainment startups. The firm is distinguished by its athlete-led investment model, with over 100 professional athletes (including Lando Norris, Anthony Joshua, Giannis Antetokounmpo, Carlos Sainz, and Trent Alexander-Arnold) serving as active investors who provide proprietary deal flow, brand equity, and operational support to portfolio companies.
APEX's core technology is its investment platform itself: a curated network of athlete investors combined with in-house sports, media, and finance expertise (over 40 years of combined team experience) that sources off-market deals and provides portfolio companies with commercial introductions, international expansion support, and ecosystem connectivity. The portfolio spans AI-powered sports analytics (Hexis, Output Sports, PlaySight, ScorePlay, Marquee, Model Health, Traits), virtual fan experiences (VRTL), performance products (TIVA), fan engagement (Lucky Seatz), and high-profile sports assets (Alpine F1 Team, TMRW Sports/TGL, The Bay Golf Club, Baller League, Venezia FC). The firm also holds a majority stake in Juanita's Foods and a strategic partnership with El Latino, representing diversification into consumer food brands.
The business model is traditional asset management applied to sports: management fees and carried interest on the Elite Performance Fund (€50M target) and the larger $350M Sports Growth Fund targeting European sports assets, which closed in September 2025 with Red Bull Ventures. Go-to-market combines direct sourcing through athlete relationships with institutional partnerships (notably the Portuguese Football Federation partnership for the Impact Program Season 4 in October 2025). APEX Elite Management is registered as an Alternative Investment Fund Manager (AIFM) with Luxembourg's CSSF, providing the regulatory foundation for cross-border institutional fundraising.
APEX Capital firmographics
Firmographics- Name
- APEX Capital
- Legal name
- APEX Cap Group
- Website
- https://apex-cp.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- APEX Capital is a Portugal-based, athlete-backed sports investment firm operating venture, growth, and private equity funds plus a €250K startup accelerator. It serves early-stage sports technology founders, professional athletes, and sports asset owners, with 100+ athlete investors and a $350M European sports fund closed in September 2025.
- Ownership category
- akta.pro rank
APEX Capital industry classification
Industry- Product category
- Sports Investment Management
- NAICS
- Portfolio Management and Investment Advice (523940), All Other Financial Investment Activities (52399)
- SIC
- Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Media, Entertainment & Gaming Growth Equity (FSANACAI)
- akta.pro secondary industry
- Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)
Keywords
Where APEX Capital is headquartered
LocationHeadquarters
- HQ city
- Cascais
- HQ country
- Portugal
- HQ region
- Europe
Offices2 records
Markets served
APEX Capital business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Venture Capital Management Fees and Carry: APEX manages venture capital funds (Elite Performance Fund) investing from Pre-Seed to Series A, generating returns through management fees and carried interest on successful exits.
- Growth & Private Equity Investment Returns: Sports Growth Fund targets leagues, teams, and rights opportunities, generating returns through equity appreciation and operational value creation in sports assets.
- Strategic Co-investment: Participates as co-investor alongside other institutional investors in funding rounds for sports technology companies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One time/ perpetual license | Impact Program Investment - €250,000 per startup |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels4 records
APEX Capital product offering
Product offeringCore offering
APEX Capital is a sports-focused investment firm that deploys capital across the sports value chain through three strategies: the Elite Performance Fund (venture capital from Pre-Seed to Series A in sports technology startups), the Sports Growth Fund (growth and private equity in leagues, teams, and rights), and the APEX Impact Program (a €250,000 accelerator for early-stage Sports, Media and Entertainment companies). Its defining feature is an athlete-led model in which over 100 professional athletes act as active investors alongside the firm's financial and operational team.
Product overview
APEX Capital is a sports-focused investment firm operating across three investment strategies: Venture Capital (Elite Performance Fund), Growth & Private Equity (Sports Growth Fund), and an Impact Program (AIP). The Elite Performance Fund backs early-stage companies from Pre-Seed to Series A including Hexis (AI nutrition), Output Sports (performance analytics sensors), PlaySight (AI video analytics), ScorePlay (AI media platform), Marquee (recruitment AI), Model Health (movement tracking), TIVA (performance cosmetics), Traits (athlete profiling), VRTL (virtual experiences), and Lucky Seatz (fan engagement). The Sports Growth Fund invests in established sports assets including Alpine F1 Team, TMRW Sports/TGL, The Bay Golf Club, Baller League, and Venezia FC. The Impact Program is a €250,000 accelerator for early-stage Sports, Media & Entertainment startups.
Differentiator
Problem solved
Functional benefit
Products and services
- Elite Performance Fund (EPF) A venture capital fund that backs founders from Pre-Seed to Series A, investing in companies building infrastructure, technology, and experiences for the next era of sport. Part of APEX's investment strategy spanning early-stage sports technology companies.
- Sports Growth Fund A growth and private equity fund targeting sports assets across leagues, teams, and rights opportunities, from emerging concepts to established properties ready for the next stage of growth. Active partners focused on commercial acceleration, operational efficiency, and international expansion.
- APEX Impact Program (AIP) A highly collaborative investment program for early-stage technology companies focused on Sports, Media, and Entertainment. Invests €250,000 in passionate founders building innovative technologies, targeting companies with valuation of no more than €8,000,000. Program runs through assessment, execution, and growth phases with APEX ecosystem support, including a ~10-week application period and video call interviews.
Quantifiable outcome
- Over 60 athletes on board within first year of founding
- +3 more outcomes
Companies that use APEX Capital
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
APEX Capital technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability15 records
Feature1 record
APEX Capital partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Portuguese Football Federation (PFF)corePortuguese Football Federation partnered with APEX for Season 4 of the Impact Program. The collaboration combines PFF's global reputation and football ecosystem with APEX's investment expertise, offering startups visibility, credibility, and access to the PFF brand. PFF is seeking solutions that bring fans closer to the national team, deepen connection with players, and elevate the matchday experience.
- TMRW SportscoreAPEX invested in TMRW Sports, the tech-focused company co-founded by Tiger Woods and Rory McIlroy that launched TGL golf league. APEX provides strategic value and international exposure to TMRW Sports through its athlete network and European market expertise.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
APEX Capital competitors and assessment
Company assessmentDirect peers
- Arctos Partners: North America's leading sports-focused private equity firm, investing across leagues, teams, venues and sports-adjacent businesses. Directly comparable to APEX as a specialised sports PE platform, though materially larger in AUM.
- RedBird Capital Partners: Sports, media and entertainment-focused PE firm (e.g., AC Milan, Liverpool FC stake, Skydance). Comparable to APEX for its thematic focus on sports/media value creation across growth and buyout stages.
- Will Ventures: Athlete-led VC fund investing in sports, wellness and fitness technology. Closest direct peer to APEX's athlete-backed, sports-tech VC motion (Elite Performance Fund).
- Avenue Sports Fund: Sports-focused investment fund led by Marc Lasry, holding positions including The Bay Golf Club (TGL). Comparable growth-equity sports investor that co-invests in emerging sports properties alongside APEX.
- Elysian Park Ventures: Venture arm affiliated with the LA Dodgers ownership group (Guggenheim Baseball Management), investing in sports technology and media startups. Directly comparable as a strategic, sports-tech-focused venture investor.
- 23SIX Consumer & Sports: Athlete-led investment vehicle investing in consumer and sports brands. Comparable for its athlete-angel network model targeting sports-adjacent consumer opportunities.
Emerging players
- Distinct Equity: Emerging sports-focused investment firm targeting minority stakes and growth equity in European sports. Partially overlapping with APEX in the European sports asset theme at an earlier stage.
- Bolt Ventures (Sports): Sports technology venture fund investing across early-stage sports startups. Comparable to APEX's Elite Performance Fund for early-stage sports-tech deal flow.
Regional players
- SRJ Sports Investments: Saudi Arabia-based sports investment vehicle deploying capital into global sports assets (golf, football, esports). Comparable as a thematic sports investor with significant cheque size, though operating from a different geography.
Broad incumbents
- SC 13 Sports & Entertainment Holdings: Saudi state-linked sports investment platform (part of Public Investment Fund ecosystem) deploying capital across global sports leagues, teams and events. Comparable as a large-scale sports investor with cross-border ambition, though far larger and state-backed.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
APEX Capital social profiles
Digital presenceAPEX Capital financial estimates
Financial estimateRevenue estimate
Valuation estimate
APEX Capital leadership team
Management profileNumber of profiles
Profiles11 records
APEX Capital funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
APEX Capital M&A and investment
M&A and investmentM&A
Investments29 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about APEX Capital
What does APEX Capital do?
APEX Capital is a sports-focused investment firm that deploys capital across the sports value chain through three strategies: the Elite Performance Fund (venture capital from Pre-Seed to Series A in sports technology startups), the Sports Growth Fund (growth and private equity in leagues, teams, and rights), and the APEX Impact Program (a €250,000 accelerator for early-stage Sports, Media and Entertainment companies). Its defining feature is an athlete-led model in which over 100 professional athletes act as active investors alongside the firm's financial and operational team.
Is APEX Capital a public or private company?
APEX Capital is a private company. It is classified as venture growth investor backed and is currently operating.
When was APEX Capital founded?
APEX Capital was founded in 2020. It employs 1 to 10 people.
Where is APEX Capital based?
APEX Capital is headquartered in Cascais, Portugal, in the Europe region.
How does APEX Capital make money?
Three revenue lines are on record. Venture Capital Management Fees and Carry is the primary driver. The others are growth & Private Equity Investment Returns and strategic Co-investment.
Who are APEX Capital's main competitors?
Direct peers on record are Arctos Partners, RedBird Capital Partners, Will Ventures, Avenue Sports Fund, Elysian Park Ventures and 23SIX Consumer & Sports. Emerging players are Distinct Equity and Bolt Ventures (Sports). SRJ Sports Investments is listed as a regional player. SC 13 Sports & Entertainment Holdings is listed as a broad incumbent.
Does APEX Capital have an API?
No public API is recorded for APEX Capital.
What industry is APEX Capital in?
APEX Capital's product category is Sports Investment Management. Its primary akta.pro industry code is FSANACAI, Media, Entertainment & Gaming Growth Equity, with a secondary code of MPAKAKAK, Sports Fundraising & Development Services (Foundations, NIL Collectives Support). Its NAICS code is 523940 and its SIC code is 6282.