Private Equity Giant Apollo Taking ‘Hard Look’ at NFL Investment

Apollo Sports Capital, the sports arm of private equity giant Apollo, is actively considering an investment in the NFL, despite not currently being an approved partner of the league. Sam Porter, the chief strategy officer of Apollo Sports Capital, expressed optimism about the NFL during a recent event in New York. He highlighted the league's massive audience, strong connection with the U.S. population, and global growth potential as compelling reasons to explore a partnership.

Porter noted that the NFL is the world's biggest league in terms of revenue, making it an attractive target for the sports firm. While the process is still in its early stages, Porter emphasized that the team cannot ignore the league's immense scale and potential for growth. Over the past 25 months, the NFL has permitted private equity investments in teams, but the impact has been relatively modest.

Recently, Arctos Capital Management made a $2.6 billion investment in the Atlanta Falcons, its fourth NFL team acquisition. This significant financial commitment aims to help restructure the team's debt and maintain the Steinbrenner family's control over the franchise. The Yankees' recent $2.6 billion investment from Apollo Sports Capital, involving a mix of credit and equity, is a significant development for the MLB club.

The financial infusion will be partly used to restructure and pay down debt, while the Steinbrenner family retains ownership of the team. Peter Freund, the Yankees' limited partner and CEO of Diamond Baseball Holdings, expressed enthusiasm about the deal, stating that it provides the club with new financial levers to grow the business.

Both Porter and Freund anticipate that the Yankees will face the National League's top team, the National League's Brewers, in the upcoming World Series, given their strong position and recent postseason victories.