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MSP Sports Capital

Full company profile

uuid0005svn

Namestring
MSP Sports Capital
Legal namestring
MSP Sports Advisors, LLC
Websiteurl
mspsportscapital.com
Company typeenum
Private
Founded yearint
2019
Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
1–10
akta.pro rankint
HeadquartersNew York, United States
HQ citystring
New York
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Offices1 record

Each record includes

City, Country, Type, Description, Source

Keyword5 values
private equity, sports investing, team acquisitions, sports franchise ownership, investment management
Industry2 codes
1Franchise Ownership Groups & Multi-Club Organizations (Multi-team owners, holding companies)
CodeMPAKABAJPrimaryYes
2Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence)
CodeMPAKAKALPrimaryNo
NAICS code3 codes
  • Portfolio Management and Investment Advice52394
  • Sports Teams and Clubs711211
  • Other Investment Pools and Funds5259
SIC code2 codes
  • Investment Advice6282
  • Services-Membership Sports & Recreation Clubs7997
Product category
Sports Private Equity
Social media profiles1 record
GTM motion1 record

Each record includes

Type, Description, Source

Revenue model1 record
1Private Equity Returns on Sports Investments
TypeTransaction Fee
Description

MSP generates returns through equity appreciation and exits from sports team and league investments. The firm invests capital into sports properties, provides operational expertise, and exits through sales or public offerings at higher valuations. The McLaren exit demonstrated approximately 6x return on initial investment.

mspsportscapital.com
Marketing channels2 records

Each record includes

Title, Type, Stage, Description, Source

Cost components5 values
Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
GTM typeB2B
B2B
Offering typeServices
Services
Core offering1 text field

MSP Sports Capital is a sports-focused private equity firm that acquires majority and minority equity stakes in sports teams, leagues, and sports-related businesses globally. The firm partners with management to deploy capital, provide operational expertise, and leverage an elite global network of principals to drive long-term value creation across its portfolio. It pursues tactical, operationally-engaged investments rather than passive financial holdings.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 of 2 values shown
  • 6x return on investment in McLaren Racing ($750M invested, exited at $4.5B)
+1 more record
Product overview1 text field

MSP Sports Capital is a private equity firm that operates as a platform of sports investments, not a single unified product. The firm's core offering centers on acquiring majority and minority stakes in sports teams, leagues, and sports technology businesses. Key portfolio products include the X Games (majority-owned action sports event and league), X Games League (team-based franchise model), McLaren Racing (exited minority stake in F1 team), Owl AI (sports tech company with vision AI for officiating), and various European football clubs. The firm uses a hands-on approach combining deep industry expertise and elite global network to create long-term value across the sports ecosystem.

Product and service5 records
1X Games
CategoryAction sports events and media property
Description

Global action sports event franchise featuring BMX, skateboarding, snowboarding, and skiing competitions. Originally launched by ESPN in 1995, now majority owned by MSP Sports Capital.

2X Games League (XGL)
CategoryProfessional action sports league franchise
Description

Team-based franchise league within X Games featuring summer and winter sports franchises with athletes receiving guaranteed base salaries, travel expenses, and healthcare stipends. Created by transforming the X Games from an annual event into a year-round, team-based league format.

3European Football Clubs Portfolio
CategoryProfessional football club ownership
Description

Portfolio of European football clubs including ADA Alcorcón (Spain), Brøndby IF (Denmark), Estoril Praia (Portugal), FC Augsburg (Germany), and SK Waasland-Beveren (Belgium).

4Owl AI
CategorySports technology - vision AI for officiating
Description

Sports technology company specializing in vision AI for officiating and judging. Platform deals secured with X Games, Major League Pickleball, and SuperMotocross.

5New Zealand SailGP Team (Black Foils)
CategoryProfessional sailing team ownership
Description

Majority stake in the New Zealand SailGP team (Black Foils), co-led by Olympic winners Peter Burling and Blair Tuke.

Scale indicator8 records

Each record includes

Type, Value, Description, Source

Partnership2 partners
1Owl AI
Strategic tierCoreTypeStrategic or Co-development Partner
Description

Owl AI is a sports tech company specializing in vision AI for officiating and judging. The company has secured platform deals with X Games and has executives from X Games and MSP Sports Capital on its board. Owl AI debuted in 2025 with an $11M funding announcement.

2X Games League (XGL)
Strategic tierCoreTypeStrategic or Co-development Partner
Description

The X Games League (XGL) is a new action sports league created by MSP Sports Capital, transforming the X Games from an annual event into a year-round, team-based league format featuring BMX, skateboarding, snowboarding, and skiing with gender-balanced rosters.

Recent move6 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight5 records

Each record includes

Type, Description

Market position
Competitive moat4 records

Each record includes

Type, Details

Key risks6 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment1 record

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles7 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

Subsidiaries2 records

Each record includes

Name, Acquired on, Relationship type, Type, Business focus

No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment2 records

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

MSP Sports Capital

Sports Private Equitymspsportscapital.com

MSP Sports Capital firmographics

Firmographics
Name
MSP Sports Capital
Legal name
MSP Sports Advisors, LLC
Website
https://mspsportscapital.com
Company type
Private
Founded year
2019
Operating status
Operating
Headcount range
1–10 employees
Ownership category
akta.pro rank

MSP Sports Capital industry classification

Industry
Product category
Sports Private Equity
NAICS
Portfolio Management and Investment Advice (52394), Sports Teams and Clubs (711211), Other Investment Pools and Funds (5259)
SIC
Investment Advice (6282), Services-Membership Sports & Recreation Clubs (7997)
akta.pro primary industry
Franchise Ownership Groups & Multi-Club Organizations (Multi-team owners, holding companies) (MPAKABAJ)
akta.pro secondary industry
Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence) (MPAKAKAL)

Keywords

  • Private equity
  • Sports investing
  • Team acquisitions
  • Sports franchise ownership
  • Investment management

Where MSP Sports Capital is headquartered

Location

Headquarters

HQ city
New York
HQ country
United States
HQ region
North America

Offices1 record

Markets served

MSP Sports Capital business model

Business model
GTM type
B2B
Offering type
Services
Cost components
Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

  1. Private Equity Returns on Sports Investments: MSP generates returns through equity appreciation and exits from sports team and league investments. The firm invests capital into sports properties, provides operational expertise, and exits through sales or public offerings at higher valuations. The McLaren exit demonstrated approximately 6x return on initial investment.

Go-to-market motion1 record

Marketing channels2 records

MSP Sports Capital product offering

Product offering

Core offering

MSP Sports Capital is a sports-focused private equity firm that acquires majority and minority equity stakes in sports teams, leagues, and sports-related businesses globally. The firm partners with management to deploy capital, provide operational expertise, and leverage an elite global network of principals to drive long-term value creation across its portfolio. It pursues tactical, operationally-engaged investments rather than passive financial holdings.

Product overview

MSP Sports Capital is a private equity firm that operates as a platform of sports investments, not a single unified product. The firm's core offering centers on acquiring majority and minority stakes in sports teams, leagues, and sports technology businesses. Key portfolio products include the X Games (majority-owned action sports event and league), X Games League (team-based franchise model), McLaren Racing (exited minority stake in F1 team), Owl AI (sports tech company with vision AI for officiating), and various European football clubs. The firm uses a hands-on approach combining deep industry expertise and elite global network to create long-term value across the sports ecosystem.

Differentiator

Problem solved

Functional benefit

Products and services

  • X Games Global action sports event franchise featuring BMX, skateboarding, snowboarding, and skiing competitions. Originally launched by ESPN in 1995, now majority owned by MSP Sports Capital.
  • X Games League (XGL) Team-based franchise league within X Games featuring summer and winter sports franchises with athletes receiving guaranteed base salaries, travel expenses, and healthcare stipends. Created by transforming the X Games from an annual event into a year-round, team-based league format.
  • European Football Clubs Portfolio Portfolio of European football clubs including ADA Alcorcón (Spain), Brøndby IF (Denmark), Estoril Praia (Portugal), FC Augsburg (Germany), and SK Waasland-Beveren (Belgium).
  • Owl AI Sports technology company specializing in vision AI for officiating and judging. Platform deals secured with X Games, Major League Pickleball, and SuperMotocross.
  • New Zealand SailGP Team (Black Foils) Majority stake in the New Zealand SailGP team (Black Foils), co-led by Olympic winners Peter Burling and Blair Tuke.

Quantifiable outcome

  • 6x return on investment in McLaren Racing ($750M invested, exited at $4.5B)
  • +1 more outcomes

Companies that use MSP Sports Capital

Customer profile

Segments1 record

Ideal customer profiles1 record

MSP Sports Capital technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

MSP Sports Capital partnerships and signals

Strategic signal

Partnerships

Two partnerships are on record, tiered core.

  • Owl AIcoreStrategic or Co-development PartnerOwl AI is a sports tech company specializing in vision AI for officiating and judging. The company has secured platform deals with X Games and has executives from X Games and MSP Sports Capital on its board. Owl AI debuted in 2025 with an $11M funding announcement.
  • X Games League (XGL)coreStrategic or Co-development PartnerThe X Games League (XGL) is a new action sports league created by MSP Sports Capital, transforming the X Games from an annual event into a year-round, team-based league format featuring BMX, skateboarding, snowboarding, and skiing with gender-balanced rosters.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

MSP Sports Capital competitors and assessment

Company assessment

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

MSP Sports Capital social profiles

Digital presence

MSP Sports Capital financial estimates

Financial estimate

Revenue estimate

Valuation estimate

MSP Sports Capital leadership team

Management profile

Number of profiles

Profiles7 records

MSP Sports Capital subsidiaries and ownership

Company hierarchy

Subsidiaries2 records

MSP Sports Capital funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

MSP Sports Capital M&A and investment

M&A and investment

M&A2 records

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MSP Sports Capital

What does MSP Sports Capital do?

MSP Sports Capital is a sports-focused private equity firm that acquires majority and minority equity stakes in sports teams, leagues, and sports-related businesses globally. The firm partners with management to deploy capital, provide operational expertise, and leverage an elite global network of principals to drive long-term value creation across its portfolio. It pursues tactical, operationally-engaged investments rather than passive financial holdings.

Is MSP Sports Capital a public or private company?

MSP Sports Capital is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was MSP Sports Capital founded?

MSP Sports Capital was founded in 2019. It employs 1 to 10 people.

Where is MSP Sports Capital based?

MSP Sports Capital is headquartered in New York, United States, in the North America region.

How does MSP Sports Capital make money?

One revenue line is on record: private Equity Returns on Sports Investments.

Does MSP Sports Capital have an API?

No public API is recorded for MSP Sports Capital.

What industry is MSP Sports Capital in?

MSP Sports Capital's product category is Sports Private Equity. Its primary akta.pro industry code is MPAKABAJ, Franchise Ownership Groups & Multi-Club Organizations (Multi-team owners, holding companies), with a secondary code of MPAKAKAL, Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence). Its NAICS code is 52394 and its SIC code is 6282.

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Live signals
CityAMSailGP: The $100m-per-team sailing league looking to join British summer of sportSailGP, now in its sixth season, plans to add a 14th team next year and two more by 2028, with franchise prices between $75m and $100m. The league aims to become a staple of the British summer, with its next event in Portsmouth later this month. Thompson says the goal is to be a top sports property by 2030.OcbjOC Insider: International AffairsThis OC Insider column covers multiple unrelated local and regional business and society items, including a concert in Riga, Latvia celebrating the 250th anniversary of the Declaration of Independence featuring performers David Foster, Katherine McPhee, and Kristen Chenoweth, hosted by newly confirmed U.S. Ambassador Lisa Argyros. The column also notes that former Rep. Michelle Steel was confirmed as U.S. Ambassador to South Korea by the Senate on June 17, marking the second Korean American to serve in this role after an 18-month vacancy. Additionally, global IT services company UST (based in Aliso Viejo) extended its partnership to become the principal partner for Major League Cricket's Seattle Orcas franchise for the 2026-27 seasons, while MSP Sports Capital acquired a majority stake in New Zealand's SailGP team (the Black Foils), one of 13 teams in the global sailing series founded by Larry Ellison.UsnewsX Games Looks for a Reboot Featuring Familiar Names — Scotty James, Eileen Gu — and New TeamsMSP Sports Capital, which acquired a majority stake in the X Games from ESPN in 2022, is debuting a major team-based reboot of the event in Sacramento, California, featuring both summer and winter sports franchises. The new format offers athletes like Nyjah Huston, Eileen Gu, and Scotty James guaranteed base salaries, travel expenses, and healthcare stipends — unprecedented in action sports — while teams are being sold in eight-figure transactions to investors including UNA Sports Group, Allen Thorpe, and Summit Ventures. X Games organizers are betting that the franchise model will replicate growth seen in leagues like the WNBA or F1, though it remains uncertain whether fans will embrace a season-long commitment to action sports.Pulse 2.0MSP Sports Capital Acquires Majority Stake In New Zealand SailGP TeamMSP Sports Capital has acquired a majority stake in the New Zealand SailGP Team, also known as the Black Foils, marking a milestone as all 13 national teams in the league are now majority owned by third-party partners. SailGP Managing Director Andy Thompson confirmed the valuation represents a new high for a majority stake sale in a SailGP team. SailGP and team co-leaders Peter Burling and Blair Tuke retained minority ownership, with the league potentially divesting its remaining stake within the next year.PrivateequitywireMSP Sports Capital acquires majority stake in New Zealand SailGPNew York-based private equity firm MSP Sports Capital has acquired a majority stake in New Zealand's SailGP team, the Black Foils, extending its sports portfolio that includes the X Games League and European football clubs. The transaction completes SailGP's transition from centrally owned teams to a fully private ownership model, with all 13 national teams in the league now backed by strategic third-party owners. The New Zealand team will continue under co-chief executives Peter Burling and Blair Tuke and return to competition at the upcoming Halifax event.DevdiscourseSailing-New Zealand SailGP team bought by MSP Sports CapitalNew York-based private equity firm MSP Sports Capital has acquired a majority stake in New Zealand's SailGP team, known as the Black Foils, led by Olympic winners Pete Burling and Blair Tuke. The acquisition completes SailGP's transition, as all 13 national teams in the league are now owned by strategic third-party partners, with the league originally launched in 2019 under a centrally owned business model. Burling and Tuke will remain as co-CEOs of the team, which is set to compete at this weekend's SailGP event in Halifax, Canada.CityAMSailGP complete sale of last team in fleet to former McLaren and Everton investorsMSP Sports Capital acquired a majority stake in the New Zealand SailGP Team, making it the last of 13 crews to enter private ownership. The deal follows MSP's prior investments in McLaren and Everton. The announcement comes ahead of the Canadian leg of the series.FortuneBefore McLaren CEO Zak Brown got a $50 million F1 payday, he got his start on Wheel of FortuneMcLaren Racing CEO Zak Brown, who won prizes on Wheel of Fortune in 1984 as a high school student, has guided the team to an estimated $5 billion valuation and its first double podium of the 2025 season at the Miami Grand Prix. Brown, who founded motorsport marketing agency Just Marketing Inc. before joining McLaren in 2016, oversaw a financial turnaround after McLaren was on the brink in 2020, requiring a $235.8 million investment from MSP Sports Capital. Under Brown's leadership and a "no-blame culture," McLaren secured its second consecutive Constructors' Championship in 2025.X GamesHistory of the X GamesThe X Games, originally launched by ESPN in Rhode Island in 1995, grew from an action sports showcase into a global brand, expanding internationally to Brazil, Germany, France, and Spain in 2013. Major milestones included Tony Hawk's historic 900-degree skateboard spin in San Francisco (1999), Travis Pastrana's groundbreaking Moto X tricks (2004), and Shaun White's rise in snowboarding (2006). In 2022–2025, MSP Sports Capital acquired the X Games from ESPN and announced the creation of the X Games League (XGL), transforming the event into a year-round, team-based league format.CityAMHorner in talks with MSP Sports Capital over £450m Alpine F1 stakeChristian Horner, the former Red Bull Racing team principal who left after two decades at the helm, is in talks with MSP Sports Capital about investing in Alpine F1, with a 24 per cent stake owned by Otro Capital at the centre of discussions. The potential deal could value the French team at £1.8bn ($2.5bn), following MSP Sports Capital's recent exit from McLaren in a deal that valued the Woking-based team at over $5bn. Horner, who was replaced at Red Bull after internal disputes and allegations he denied before being cleared, could return to the Formula 1 grid alongside controversial Alpine de facto team principal Flavio Briatore.