The sports merchandising industry in the US is a dynamic sector encompassing various businesses focused on selling sports-related products, from apparel to memorabilia. Companies range from startups that leverage technology to sell fan merchandise, to established brands recognized worldwide. Fan engagement is on the rise, propelled by social media and an increasingly tech-savvy consumer base that craves unique products. Interestingly, e-commerce platforms and mobile apps are reshaping how fans shop, providing innovative ways to connect with their favorite teams. The industry is projected to continue its growth trajectory, propelled by emerging technologies and increased participation in sport activities.

The investors featured in this article represent a mix of venture capital and private equity firms, predominantly located in major cities like San Francisco and New York. Founded between 1976 and 2023, these firms vary in size, from 11 to over 10,000 employees. Notably, 2024 saw significant deal activity, with firms like Y Combinator and Accel making substantial investments. This variety in investor type and focus highlights the importance of capital support in shaping the future of the sports merchandising sector.

Top 13 Sports Merchandising Investors in the US

1. 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 founded in 2010, based in San Francisco, California. The firm specializes in investing in early-stage technology companies, providing funding, mentorship, and resources to help founders scale their businesses. Among its notable transactions, 500 Global invested in SidelineSwap, which raised $1.8 million in a seed round in 2016. SidelineSwap is a marketplace for sports gear and merchandise, directly linking 500 Global to the sports merchandising sector. Additionally, 500 Global has invested in companies like M80, which focuses on esports and consumer products, further indicating its engagement with the sports and entertainment industries. This diverse investment strategy allows 500 Global to support innovative startups that may have applications in sports merchandising and related fields.

2. Y Combinator

• Website: ycombinator.com
• Type: Venture Capital
• Headquarters: San Francisco, California, United States (USA)
• Founded year: 2005
• Headcount: 51-200
• Number of deals in 2024: 802
• LinkedIn: y-combinator

Y Combinator is a prominent startup accelerator and venture capital firm based in San Francisco, California, founded in 2005. It provides funding and mentorship to early-stage technology companies through a structured program that helps entrepreneurs launch and grow their businesses. Y Combinator has successfully launched over 4,000 startups, making it a key player in the technology startup ecosystem. Among its investments, Y Combinator has backed companies like Hype and Vice, which raised $150,000 in a Pre-Seed round in 2019, and Boardcave, which raised $500,000 in a Venture round in 2022. Additionally, it has invested in Underground Printing and Vastrm, both of which are involved in ecommerce and fashion, sectors that can intersect with sports merchandising. These transactions highlight Y Combinator's engagement in the sports merchandising space, despite its broader focus on technology.

3. 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, founded in 2015, that specializes in investing in marketplace and network effect businesses. They provide capital and strategic guidance to entrepreneurs across various industries, including e-commerce and logistics. With over 1,000 companies in their extensive portfolio, many of which have achieved unicorn status, FJ Labs has established itself as a significant player in the venture capital space. Notably, they have invested in SidelineSwap, a marketplace for buying and selling sports gear, through multiple funding rounds, including Series A and Seed rounds from 2016 to 2023. This involvement highlights their interest in the sports merchandising sector, alongside their broader investment strategy.

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 access to professionally-managed, diversified venture portfolios, leveraging a network of over 10,000 investors to connect them with high-quality investment opportunities in the startup ecosystem. The fund has been involved in several notable transactions, including investments in Baseball United, which raised funds to promote baseball, and Jump, a startup focused on reinventing the fan experience at sporting events. Additionally, their investment in M80, which is expanding into esports and consumer products, highlights their engagement in sectors that intersect with sports merchandising. These activities position the Deep Tech Fund as a relevant player in the sports merchandising landscape.

5. 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. Founded in 1999, it operates through multiple departments and agencies to ensure access to essential services and support for individuals and businesses across the country. In 2023, the Government of Canada demonstrated its commitment to the sports sector by providing grants to organizations such as HockeyStickMan, Curling Canada, and AthletesCAN, which focus on promoting sports and supporting athletes. Additionally, it facilitated debt financing for Équipements récréatifs Jambette inc, a company involved in recreational equipment, further indicating its engagement in the sports and recreation industry.

6. Tiger Global

• Website: tigerglobal.com
• Type: Venture Capital
• Headquarters: New York, New York, United States (USA)
• Founded year: 2001
• Headcount: 51-200
• Number of deals in 2024: 25
• LinkedIn: tiger-global-management

Tiger Global Management, LLC is a New York-based investment firm specializing in public and private equity investments. Founded in 2001, the firm manages approximately $50 billion and focuses on innovative companies leveraging technology. Its clients include institutional investors and high-net-worth individuals seeking expert investment management and advisory services. Notably, Tiger Global has made significant investments in the sports merchandising sector, including a $1.5 billion acquisition of Rajasthan Royals, a major cricket franchise, and a $400 million investment in Dream Sports, which operates in the sports technology and fantasy sports arena. Additionally, their leadership in a $275 million Series E funding round for StockX, an e-commerce platform for sneakers and streetwear, further emphasizes their commitment to the sports merchandising industry.

7. Accel

• Website: accel.com
• Type: Venture Capital
• Headquarters: Palo Alto, California, United States (USA)
• Founded year: 1983
• Headcount: 51-200
• Number of deals in 2024: 101
• LinkedIn: accel-vc

Accel is a venture capital firm founded in 1983, based in Palo Alto, California, specializing in investing in startups and early-stage companies. The firm primarily focuses on the technology sector but has also made notable investments in the sports merchandising industry. For instance, Accel participated in funding rounds for Sorare, a soccer NFT trading platform, which raised significant capital in both Series A and Series B rounds, totaling over $68 million. This investment highlights Accel's engagement with innovative sports merchandising solutions that leverage technology. Additionally, Accel's investment in Spread Group, a company involved in custom merchandise, further emphasizes its interest in the sports merchandising space, as such platforms often cater to sports fans and teams. Overall, Accel's diverse portfolio and strategic investments in sports-related ventures position it as a relevant player in the sports merchandising industry.

8. L Catterton

• Website: lcatterton.com
• Type: Private Equity
• Headquarters: United States (USA)
• Founded year: 1989
• Headcount: 201-500
• Number of deals in 2024: 23
• LinkedIn: l-catterton

L Catterton is a private equity firm specializing in investment management, focusing on consumer brands across various sectors. Founded in 1989, the firm partners with middle market companies and high-growth enterprises, providing capital and strategic guidance to enhance brand equity and market presence. With a strong emphasis on consumer insights, L Catterton aims to drive growth and innovation within its portfolio companies. Notably, L Catterton has made significant investments in the sports merchandising context, including a strategic growth investment in Sweaty Betty, a premium activewear brand, and a private equity investment in Rhone Apparel, a men’s activewear and lifestyle brand. Additionally, their acquisition of Cicli Pinarello, a prominent name in the cycling market, further showcases their commitment to enhancing brands that cater to sports enthusiasts. These transactions reflect L Catterton's focus on brands that resonate with active lifestyles and sports culture.

9. Advantage Capital

• Website: advantagecap.com
• Type: Venture Capital
• Headquarters: New Orleans, Louisiana, United States (USA)
• Founded year: 1992
• Headcount: 51-200
• Number of deals in 2024: 5
• LinkedIn: advantage-capital-partners

Advantage Capital is a venture capital firm based in New Orleans, Louisiana, founded in 1992. The firm specializes in providing equity and debt financing to small businesses, with a focus on supporting entrepreneurs in underserved communities. Their investment strategy includes flexible capital solutions aimed at helping businesses grow and thrive. Notably, Advantage Capital has been involved in several transactions relevant to the sports merchandising context, such as providing debt financing to Wes and Willy, a company that operates in the sports apparel sector, and Golden Goal Sports Park, which is a sports facility. These investments highlight their engagement in the sports industry, alongside their broader focus on agribusiness, solar projects, and affordable housing.

10. SV Angel

• Website: svangel.com
• Type: Venture Capital
• Headquarters: San Francisco, California, United States (USA)
• Founded year: 2009
• Headcount: 1-10
• Number of deals in 2024: 44
• LinkedIn: sv-angel

SV Angel is a venture capital firm based in San Francisco, California, founded in 2009. The firm specializes in investing in early-stage and growth-stage companies, primarily within the technology sector. They provide financial backing, strategic advice, and access to a vast network of industry experts to help startups navigate business challenges. Notably, SV Angel has invested in companies like 100 Thieves, a prominent esports organization that also operates in the lifestyle and fashion space, and StockX, a leading marketplace for sneakers and streetwear, which often includes sports-related merchandise. These transactions highlight SV Angel's engagement with companies that blend technology, fashion, and sports, reinforcing their relevance in the sports merchandising industry.

11. New Enterprise Associates (NEA)

• Website: nea.com
• Type: Venture Capital
• Headquarters: Menlo Park, California, United States (USA)
• Founded year: 1977
• Headcount: 51-200
• Number of deals in 2024: 57
• LinkedIn: new-enterprise-associates

New Enterprise Associates (NEA) is a prominent venture capital firm based in Menlo Park, California, founded in 1977. NEA specializes in investment management and advisory services for startups, particularly in the technology and healthcare sectors. The firm partners with entrepreneurs to provide funding and strategic guidance, helping them navigate the challenges of building successful businesses. NEA operates through a collaborative approach, emphasizing long-term relationships with founders. Notably, NEA has participated in several transactions relevant to the sports merchandising context, including a significant investment in The Players' Tribune, a media platform co-founded by former MLB star Derek Jeter, which focuses on athlete storytelling and engagement. Additionally, NEA's involvement in Gen.G Esports, a company that operates in the esports space, reflects their interest in the evolving landscape of sports and digital media, further connecting them to the sports merchandising industry.

12. Intel Capital

• Website: intelcapital.com
• Type: Venture Capital
• Headquarters: Santa Clara, California, United States (USA)
• Founded year: 1991
• Headcount: 11-50
• Number of deals in 2024: 23
• LinkedIn: intelcapital

Intel Capital is a venture capital firm based in Santa Clara, California, founded in 1991. The firm specializes in investing in early-stage technology companies, with a focus on areas such as AI, cloud computing, and semiconductor technologies. In addition to its core focus, Intel Capital has also invested in companies related to the sports industry, such as ScoreStream, which enhances sports engagement through technology, and Sportvision, known for its innovations in sports media. These investments demonstrate Intel Capital's interest in leveraging technology to enhance the sports experience, making it a relevant player in the sports merchandising landscape.

13. Gaingels

• Website: gaingels.com
• Type: Venture Capital
• Headquarters: Burlington, Vermont, United States (USA)
• Founded year: 2015
• Headcount: 11-50
• Number of deals in 2024: 60
• LinkedIn: gaingels

Gaingels is a venture capital firm founded in 2015, based in Burlington, Vermont, dedicated to investing in companies with diverse leadership. The firm provides capital and support to startups, particularly those led by underrepresented groups, to foster diversity and inclusion in the innovation economy. Gaingels has been actively involved in the sports sector, with notable investments including Overtime, which raised $80 million in a Series C round in April 2021 and $23 million in a Series B round in February 2019. Overtime focuses on creating engaging sports content for younger audiences. Additionally, Gaingels invested in Strive, a sports tech company that raised $6 million in a Series A funding round in June 2022, further demonstrating their commitment to the sports industry. Through these investments, Gaingels not only supports diverse leadership but also contributes to the growth of innovative companies in the sports merchandising and technology space.

Sports Merchandising Insights: Key Investors in the US

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