A growing number of the world’s wealthiest families are rethinking what it means to invest for the long term. Instead of filling vaults with rare art or garages with exotic cars, Billionaire families are choosing to invest in sports teams rather than amassing collections of art and luxury cars—and the shift is accelerating.
Sports Teams Become a Core Asset Class
According to a recent survey by J.P. Morgan Private Bank, professional sports franchises have moved well beyond their old reputation as flashy status symbols. They are now viewed as serious, mainstream investment assets by ultra-high-net-worth families.
J.P. Morgan’s 23 Wall division, which advises the wealthiest slice of global investors, surveyed 111 billionaire principals from private family investment firms between March and August. Together, these families control more than $500 billion in assets. The results show a striking trend: 20% of respondents said they now own controlling stakes in sports teams—more than triple the figure reported just two years ago.
Beating Art and Luxury Cars at Their Own Game
The appeal of sports ownership is no longer just emotional—it’s financial. The survey found that 34% of billionaire family offices have invested in sports teams or arenas, compared with 23% who invest in art and just 10% who put money into collectible cars.
Rising franchise valuations, long-term media rights deals, and expanding sponsorship revenues have all helped push sports assets to the top of the trophy-investment list. J.P. Morgan estimates that U.S. and European sports franchises are now worth roughly $400 billion combined. Even more eye-catching: the total value of sports-related mergers, acquisitions, and investments has jumped nearly eightfold over the past five years.
More Than Money: The Hands-On Appeal
Andrew Cohen, executive chairman of J.P. Morgan’s global private bank, says sports ownership satisfies something deeper than a simple return on investment. Unlike art or cars, owning a team allows families to be directly involved in operations and strategy.
Many billionaire principals take board seats or play active roles in franchise decision-making. That level of engagement, Cohen notes, fits a broader shift among wealthy families who want to shape businesses rather than passively hold assets. Sports teams offer a rare blend of entrepreneurship, visibility, and long-term growth.
Family Legacy and Social Impact
Financial upside isn’t the only motivation. The report highlights that many investors see team ownership as a way to unite generations around a shared passion. Sports franchises can become a family legacy, something heirs actively participate in rather than simply inherit.
The survey also found that female owners, in particular, are drawn to women’s sports, often citing a desire to promote equality and expand opportunities. For these investors, backing a team can align profit with purpose.
New Paths for Investors Priced Out of Control
As valuations continue to climb, even billionaires are finding it harder to secure controlling stakes. But that hasn’t slowed interest. Instead, investors are getting creative—joining ownership groups, buying minority stakes, investing in stadiums, or backing “sports-adjacent” businesses like analytics platforms, merchandising ventures, and fan-engagement technologies.
Family offices are increasingly taking a diversified approach. One notable example is David Blitzer of Blackstone, who has ownership interests across all five major U.S. men’s sports leagues. Through his family office, Bolt Ventures, he has also invested in a range of sports-related businesses this year, from padel club networks to betting apps.
The New Status Symbol
For today’s ultra-wealthy, sports teams represent more than bragging rights. They combine growth potential, active involvement, cultural influence, and legacy-building—all in one asset. As traditional luxury collectibles lose their shine, sports ownership is fast becoming the ultimate power play in billionaire portfolios.
