Private equity interest in live sport has evolved materially in recent years. Instead of focusing on sports rights ownership or single-event risk, investors are increasingly backing premium sporting event platforms that combine repeatable formats, contracted sponsorship revenues, and high-margin hospitality.

Global sports sponsorship spend exceeded $115 billion in 2025, and is expected to hit $160 billion by 2030, according to industry estimates from PwC. Importantly, sponsorship structures have become more institutional; a large number of sports sponsorship agreements are now multi-year, reflecting brands’ desire for consistency, audience access, and deeper commercial partnerships rather than short-term media spend.

Premium hospitality has also emerged as a strong value driver. Corporate entertainment and VIP experiences are widely cited as among the fastest-growing segments within live sports, supported by resilient B2B demand and high spending and with expected growth at a CAGR of 16.1% up to 2029, according to Global Newswire. This reduces reliance on ticket volumes and improves revenue visibility, making these platforms more appealing to financial sponsors.

Effectiveness is also a key factor. Industry research shows that sports sponsorship delivers significantly higher brand recall than standard digital advertising. In an analysis of 100 sponsorships across seven markets and 20 industries, it was found that exposure to sponsorships drove an average 10% lift in purchase intent among the exposed fanbase, reinforcing the role of live sport as a high-trust marketing environment at a time when digital channels face rising costs and declining attribution.

Aalto Capital recently advised on the sale of Sportgate International, owner of Polo in the Park, to 54 Group. The transaction reflects this broader trend; a premium, repeatable sporting event with long-standing sponsorship relationships and a strong hospitality-led model, attracting attention from an institutionally-backed events business.

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