The sports tourism industry in the U.S. merges travel and sports, attracting millions of enthusiasts to events, venues, and recreational activities. Ranging from major league games to niche sports events, companies in this sector provide everything from travel packages and accommodations to guided experiences tailored for fans and athletes alike. Growth continues with investments in technology enhancing ticket accessibility and travel efficiency. As health and wellness intersect sports, the industry is increasingly focused on adventure tourism and eco-conscious activities, creating new segments ripe for exploration. Insights into consumer behavior reveal a rising trend for experiential travel in this vibrant sector.


A look at the top sports tourism investors reveals a mix of venture capital firms and corporate giants. These investors hail from significant hubs such as New York and California, with diverse company sizes ranging from small firms to multi-national corporations. Founded within recent decades, they collectively made hundreds of investment deals in 2024 alone. Their keen interest in the tourism and sports sectors highlights their commitment to capitalize on evolving consumer preferences and innovative startups. Each firm brings unique strategies and insights, shaping the future landscape of sports tourism in the U.S.


Top 12 Sports Tourism Investors in the US


1. Government of Canada

  • Website: canada.ca
  • Type: Corporate
  • Headquarters: Canada, Kentucky, United States (USA)
  • Founded year: 1999
  • Headcount: 10001+
  • Number of deals in 2024: 137
  • LinkedIn: government-of-canada

The Government of Canada is a public entity that provides a wide range of services and information to Canadian citizens and residents, addressing various needs including employment, immigration, health care, and taxation. It operates through multiple departments and agencies to ensure access to essential services and support for individuals and businesses across the country. In recent years, the Government of Canada has also engaged in funding initiatives that promote sports tourism. Notable transactions include grants to Corporation Ski & Golf Mont-Orford, which raised $500,000 to support skiing and golfing activities, and Tourism Prince Rupert, which received $130,000 to enhance tourism in the region. These investments reflect the government's commitment to fostering tourism and recreational activities that contribute to the sports tourism sector.


2. 500 Global

  • Website: 500.co
  • Type: Venture Capital
  • Headquarters: San Francisco, California, United States (USA)
  • Founded year: 2010
  • Headcount: 201-500
  • Number of deals in 2024: 98
  • LinkedIn: 500-startups

500 Global is a venture capital firm and startup accelerator based in San Francisco, California, founded in 2010. The firm specializes in investing in early-stage technology companies, providing funding, mentorship, and resources to help founders scale their businesses. Notably, 500 Global has been involved in several funding rounds for Headout, a traveltech startup that raised significant amounts in Series A and Series B rounds, including $30 million in an extended Series B round announced in February 2022. Headout's focus on expanding travel services to 500 cities and launching new verticals for domestic short-haul travel positions it within the sports tourism context, as it can facilitate travel experiences related to sports events and activities.


3. Plug and Play Tech Center


Plug and Play Tech Center is an innovation hub and venture capital firm based in Sunnyvale, California, founded in 2006. They connect startups with corporations to foster growth and innovation, offering various programs including accelerator initiatives and investment opportunities. In 2024 alone, they made 253 investments, showcasing their active role in the venture capital landscape. Notable transactions include investments in 10Adventures, which focuses on adventure travel, and Viavii, which also relates to travel experiences. These investments indicate their interest in sectors that can overlap with sports tourism, making them a versatile investor in the broader travel and tourism industry.


4. Deep Tech Fund (an Alumni Ventures Fund)

  • Website: av.vc
  • Type: Venture Capital
  • Headquarters: Manchester, New Hampshire, United States (USA)
  • Founded year: 2023
  • Headcount: 51-200
  • Number of deals in 2024: 258
  • LinkedIn: deep-tech-fund-av-focused-fund

The Deep Tech Fund, part of Alumni Ventures, is a venture capital firm based in Manchester, New Hampshire, founded in 2023. It provides accredited investors and institutions with access to professionally-managed, diversified venture portfolios. With a network of over 10,000 investors, the firm focuses on connecting them with high-quality investment opportunities in the startup ecosystem. Notably, the fund has participated in various seed rounds, including investments in Baseball United, which is directly related to the sports industry, indicating a potential interest in sports-related ventures. Other investments, such as Deyor and AC Momento, do not have a clear connection to sports tourism, but the fund's diverse portfolio suggests a willingness to explore various sectors, including those related to sports and tourism.


5. Peak Resorts

  • Website: vailresorts.com
  • Type: Corporate
  • Headquarters: Broomfield, Colorado, United States (USA)
  • Founded year: 1982
  • Headcount: 1001-5000
  • Number of deals in 2024: 1
  • LinkedIn: peak-resorts-limited

Peak Resorts, operating as Vail Resorts, Inc., is a corporate investor based in Broomfield, Colorado, founded in 1982. The company specializes in ski resort and hospitality services, offering a variety of recreational activities such as skiing, snowboarding, and mountain biking, alongside lodging and dining options. Vail Resorts has made significant investments in the sports tourism sector through strategic acquisitions of prominent ski resorts. Notable transactions include the acquisition of Whistler Blackcomb for $1.4 billion in 2016, Park City Mountain for $182.5 million in 2014, and Stowe Mountain Resort for $41 million in 2017. Additionally, their recent acquisition of a majority stake in Skiarena Andermatt-Sedrun for CHF 149 million in 2022 highlights their ongoing commitment to enhancing guest experiences and expanding their footprint in the sports tourism market. These investments underscore their role as a key player in the outdoor recreation and sports tourism industry.


6. FJ Labs

  • Website: fjlabs.com
  • Type: Venture Capital
  • Headquarters: New York, New York, United States (USA)
  • Founded year: 2015
  • Headcount: 11-50
  • Number of deals in 2024: 169
  • LinkedIn: fj-labs

FJ Labs is a venture capital firm based in New York, specializing in investing in marketplace and network effect businesses. Founded in 2015, the firm has built an extensive portfolio of over 1,000 companies, many of which have achieved unicorn status. In 2024 alone, FJ Labs has made 169 investments, showcasing their active role in the venture capital landscape. Notably, FJ Labs has participated in significant transactions within the travel and tourism sector, such as their investment in Dharma, a travel management platform that raised $4.7 million in a pre-series A funding round. This platform is designed to streamline travel experiences, which is essential for sports tourism. Additionally, FJ Labs has invested in Headout, a traveltech startup that has raised substantial funding to expand its services in the travel industry. These investments highlight FJ Labs' engagement in sectors that are closely related to sports tourism, making them a relevant player in this space.


7. Live Nation Entertainment

  • Website: livenationentertainment.com
  • Type: Corporate
  • Headquarters: Beverly Hills, California, United States (USA)
  • Founded year: 1996
  • Headcount: 10001+
  • Number of deals in 2024: 5
  • LinkedIn: live-nation

Live Nation Entertainment is a leading live entertainment company based in Beverly Hills, California, founded in 1996. The company specializes in producing concerts, selling tickets, and connecting brands to music, operating a vast network of events and artists globally. In recent years, Live Nation has made several strategic acquisitions that enhance its portfolio in the festival space, which is closely tied to sports tourism. Notable transactions include acquiring a majority stake in the Rhythm and Vines Festival in New Zealand, the Isle of Wight Festival in the UK, and the Rock in Rio festival in South America. These acquisitions not only expand Live Nation's reach in the live entertainment market but also position the company as a key player in attracting tourists to these major events, thereby contributing to the sports tourism landscape.


8. Goldman Sachs

  • Website: goldmansachs.com
  • Type: Private Equity
  • Headquarters: New York, New York, United States (USA)
  • Founded year: 1998
  • Headcount: 10001+
  • Number of deals in 2024: 59
  • LinkedIn: goldman-sachs

Goldman Sachs is a prominent investment bank and financial services firm based in New York, founded in 1998. The firm provides a wide range of services, including investment banking, asset management, and wealth management, catering to a diverse clientele that includes corporations, financial institutions, and individuals. In recent years, Goldman Sachs has made notable investments in the sports sector, which are relevant to sports tourism. For instance, they participated in a significant debt financing round for Tottenham Hotspur, raising over $515 million in 2017, which underscores their commitment to sports franchises. Additionally, they were involved in a post-IPO debt transaction for Olympique Lyonnais Groupe, raising approximately $341 million in 2023. Furthermore, their investments in Klook, a travel service platform that raised $200 million in Series D funding, highlight their interest in the intersection of travel and sports, making them a relevant player in the sports tourism landscape.


9. Tcv

  • Website: tcv.com
  • Type: Venture Capital
  • Headquarters: Menlo Park, California, United States (USA)
  • Founded year: 1995
  • Headcount: 51-200
  • Number of deals in 2024: 10
  • LinkedIn: technology-crossover-ventures

TCM, Inc. (Technology Crossover Ventures) is a venture capital firm based in Menlo Park, California, founded in 1995. The firm specializes in growth equity investments in technology companies, partnering with mission-driven teams to provide capital and strategic guidance to help businesses scale and achieve market leadership. Tcv has been involved in several notable transactions in the travel and tourism sector, particularly with companies like Klook and TourRadar. Klook, a travel service platform, raised significant funding in multiple rounds, including $225 million in Series D in April 2019 and $200 million in Series D in August 2018. TourRadar, an online marketplace for multi-day tours, also received $50 million in Series C funding in June 2018. These investments highlight Tcv's engagement in the travel industry, which encompasses sports tourism activities, thus showcasing their relevance in this sector.


10. General Catalyst


General Catalyst is a venture capital firm founded in 2000, based in San Francisco, California. The firm specializes in early-stage and growth investments, providing capital and strategic guidance to startups across various industries, including technology and healthcare. Notably, General Catalyst has participated in several transactions that touch on the sports tourism sector. For instance, their investment in Athletes First LLC, a prominent NFL talent agency, highlights their engagement in the sports industry. Additionally, their involvement in Couchsurfing, a social travel network, reflects their interest in travel-related ventures, which can be linked to tourism. These transactions demonstrate General Catalyst's diverse investment portfolio and their potential relevance to the sports tourism industry.


11. Goodwater Capital

  • Website: goodwatercap.com
  • Type: Venture Capital
  • Headquarters: Burlingame, California, United States (USA)
  • Founded year: 2014
  • Headcount: 51-200
  • Number of deals in 2024: 41
  • LinkedIn: goodwater-capital

Goodwater Capital is a venture capital firm based in Burlingame, California, founded in 2014. The firm specializes in consumer technology and supports seed-stage entrepreneurs by providing investment, resources, and a community to help them grow. Goodwater focuses on various sectors, including healthcare and financial services, aiming to improve access to technology solutions for underserved communities. Notably, Goodwater participated in the funding of Dharma, a travel management platform that raised $4.7 million in a pre-series A funding round. This investment highlights Goodwater's engagement in the travel sector, which is relevant to sports tourism. Additionally, Goodwater has been involved in other transactions such as Worldpackers and Daytrip, which, while not directly related to sports tourism, indicate a broader interest in travel and experience-based platforms.


12. Sosv

  • Website: sosv.com
  • Type: Venture Capital
  • Headquarters: United States (USA)
  • Founded year: 1995
  • Headcount: 51-200
  • Number of deals in 2024: 170
  • LinkedIn: sosv

SOSV is a venture capital firm founded in 1995, specializing in funding and supporting deep tech startups through its development programs. With a global reach, SOSV connects innovative companies with investors, providing venture capital investment and resources to help startups grow and succeed. In recent years, SOSV has made several investments in companies relevant to the sports tourism industry, including Tourplus, which raised funds in both 2019 and 2022, focusing on travel solutions. Additionally, they invested in Umrah Companions in 2023, a company that likely caters to travelers participating in religious tourism, which can overlap with sports tourism activities. These transactions highlight SOSV's engagement in the tourism sector, making them a potential player in the sports tourism investment landscape.



Sports Tourism Insights: Key Investors in the US


InvestorHeadquarterSizeFoundedDeals 2024
Government of CanadaCanada, Kentucky, United States (USA)10001+1999137
500 GlobalSan Francisco, California, United States (USA)201-500201098
Plug and Play Tech CenterSunnyvale, California, United States (USA)501-10002006253
Deep Tech Fund (an Alumni Ventures Fund)Manchester, New Hampshire, United States (USA)51-2002023258
Peak ResortsBroomfield, Colorado, United States (USA)1001-500019821
FJ LabsNew York, New York, United States (USA)11-502015169
Live Nation EntertainmentBeverly Hills, California, United States (USA)10001+19965
Goldman SachsNew York, New York, United States (USA)10001+199859
TcvMenlo Park, California, United States (USA)51-200199510
General CatalystSan Francisco, California, United States (USA)51-2002000144
Goodwater CapitalBurlingame, California, United States (USA)51-200201441
SosvUnited States (USA)51-2001995170


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