Multi-club ownership (MCO) is rapidly becoming a significant force in the world of global sports, with its most pronounced impact in soccer. This strategy, where investors acquire stakes in multiple teams simultaneously, is reshaping the economic and operational landscapes of clubs worldwide. While offering financial growth and enhanced branding opportunities, the rise of MCOs is also met with resistance and controversy, particularly among European soccer supporters.
Private equity groups are often at the forefront of this trend. These investors typically have an exit strategy in mind from the outset. "Most private equity groups buying up the ‘low-hanging fruit’ will have an exit in mind before they buy their stake," an industry insider revealed. This approach contrasts with the long-term commitments traditionally expected in sports team ownership.
Opportunities and Financial Gains
One of the primary advantages of MCOs is the financial boost they provide to the clubs within their networks. Teams often experience a 20-30% increase in commercial revenues thanks to shared sponsorship deals and cohesive global branding efforts. Additionally, the market value of MCO-affiliated clubs tends to be 15-25% higher than independently owned clubs in comparable leagues. This financial uplift is driving more investors into the space, despite the cultural and operational challenges that arise.
Indeed, technological advancements are significantly refining the MCO model. Artificial intelligence and data analytics are playing crucial roles, enabling more efficient and effective management of these multi-team portfolios. "There is a synergy operationally and investment-wise with best practices that you can do across all of the IPs that you touch," stated a representative from RedBird Capital, emphasizing the strategic benefits of this multi-club approach.
Resistance and Controversy
Despite the financial upside, MCOs face substantial opposition from traditional sports communities, especially in Europe. Soccer supporters are largely against this model, fearing it undermines the integrity and local identity of their beloved clubs. The cultural clash between long-standing community ties and the business-driven nature of MCOs fuels ongoing debates.
A broad legislative rollback of MCOs seems unlikely, with one expert noting, "Rollback is out of the equation unless governments do it through legislation forcing owners to divest their interests (highly unlikely)." This resistance from governance bodies suggests that the trend is here to stay, at least for the foreseeable future.
Expanding Influence
The influence of MCOs is not limited to men's soccer. As Michele Kang notes, "Multi-club ownership is ‘a necessity’ for women’s soccer to continue growing." This expansion into women's sports indicates that the MCO model might be crucial for broader athletic development, offering resources and stability to nascent leagues and clubs.
The sheer scale of MCO expansion is noteworthy. The number of soccer teams under MCO structures surged from 117 in 2021 to a projected 336 by 2024, reflecting the rapid adoption of this model. Prominent examples include Red Bull's global network of clubs, featuring RB Leipzig, NY Red Bulls, Red Bull Brasil, Red Bull Salzburg, and Red Bull Bragantino.
Additionally, MCOs are spreading beyond soccer. Diamond Baseball Holdings (DBH) owns 35 of the 120 affiliated minor league franchises in baseball and has contracts with MLB to negotiate national sponsorships for all 120 minor league teams. This venture illustrates the broader applicability and potential benefits of MCOs across different sports.
A Shifting Landscape
While the financial benefits for clubs involved in MCO frameworks are evident, potential risks loom on the horizon. If financial institutions fail to meet profit targets, the resulting "fire sales" could see players being sold off and clubs facing relegation. This precarious balance highlights the complex interplay of financial ambition and sporting integrity in the context of multi-club ownership.
One emerging player in this landscape is Profluence Capital, which aims to create a comprehensive multi-club ownership ecosystem. Their strategic moves could further solidify the role of MCOs in both men's and women's sports, as well as in burgeoning leagues like the USL. Westchester SC, for instance, has quickly made headlines by securing the second-largest jersey sponsorship deal in the USL and signing a former Premier League player for his final career stage. Notably, Westchester SC set records by rapidly transitioning from an expansion agreement to a public announcement in just four months, underscoring the expedited growth enabled by MCO structures.
Despite the mixed sentiments surrounding MCOs, the trend appears to be an integral part of modern sports. As RedBird Capital puts it, "Permanent capital is an appropriate type of capital for sports — and while the public markets aim to serve that, they’re not ready yet." This perspective underlines the evolving financial dynamics that continue to drive the future of global sports, where MCOs play an increasingly central role.