Athletics and sports competitions are becoming a hot topic for investors, thanks to increasing public interest in health lifestyles, community experiences, and digital technologies which open up exciting new possibilities to connect with fans. Moderator Alexander Thiel (Altor Equity Partners) discusses this trend with investors Lea-Sophie Cramer (EPIX Sports), Christian Teichmann (Burda Principal Investments) and Luis Vicente (APEX).
Cramer highlights rapid growth in accessible sports such as padel, Pilates and running clubs. Sports address loneliness, create identity and offer belonging, she argues. “The more AI we have”, Cramer notes, “the more we as people crave community, belonging, and identity.”
A notable investment asymmetry exists between the United States and Europe, with American capital heavily flowing into European clubs and competitions, the panelists note. One reason is that Europe offers high upside at a fraction of the cost, Vicente says. Cramer attributes the gap to a conservative European mindset. “We’re too slow and we’re not brave enough”, she says. “I think we need to pick ourselves up.” Teichmann adds that traditional ownership rules, such as Germany’s membership caps, further hinder commercialization.
Women’s competitions offer a particularly strong growth opportunity. “The potential is tremendous and it’s not about gender equality”, Vicente says. “Effectively women’s sports is where we are testing the future of sports because we don’t have the legacy of men’s sports.”
Watch the video for details – and find out how technology and artificial intelligence are revolutionizing fan engagement.
