The sports equipment industry in Europe is booming, driven by increasing participation in sports and fitness activities. It includes a wide array of companies that produce everything from athletic footwear and apparel to specialized gear for sports like cycling, running, and team sports. As athletes and fitness enthusiasts seek products that enhance performance and comfort, brands are investing in innovative technologies and sustainable materials. Experts predict continued growth fueled by digital transformation, e-commerce expansion, and a rising focus on health and well-being. Notably, the industry is becoming more competitive, emphasizing brand loyalty and product quality.


The list of sports equipment investors highlights a mix of venture capital, private equity, and corporate investors, prominently located in major European cities. Comprised of both established firms and newer entrants, these investors vary in size, employing teams of 10 to over 10,000. Founded between 1945 and 2015, they have collectively made significant investments across the sports equipment sector in 2024. Each investor brings a unique approach to funding, focusing on innovation and growth opportunities within the fast-evolving sports market.


Top 16 Sports Equipment Investors in Europe


1. Crowdcube

  • Website: crowdcube.com
  • Type: Corporate
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 2010
  • Headcount: 51-200
  • Number of deals in 2024: 3
  • LinkedIn: crowdcube-limited

Crowdcube is a crowdfunding platform based in London, England, founded in 2010. It enables businesses, particularly startups and SMEs, to raise capital through equity investments by connecting them with potential investors. The platform emphasizes diversity and inclusion within its workforce while providing investment management services. Notably, Crowdcube has facilitated significant funding for companies in the sports equipment sector, including Alpkit, which raised £2.25 million for outdoor clothing and equipment, and SunGod, which raised nearly £3 million for performance sunglasses. Additionally, Crowdcube supported Manors Golf in raising $750,560 through equity crowdfunding, further demonstrating its involvement in the sports equipment industry.


2. Bpifrance French Tech Accélération


Bpifrance French Tech Accélération is a venture capital investor based in Paris, Île-De-France, France, founded in 2015. As a public entity and financial institution, Bpifrance supports entrepreneurs and businesses in France and internationally through various services, including direct funding, export credit insurance, and private equity investments. They aim to foster entrepreneurship and innovation by providing coaching and partnerships to help businesses navigate growth and international expansion. Notably, Bpifrance has been involved in significant transactions within the sports equipment sector, such as participating in funding rounds for i-Run, a sports shoe and apparel retailer, which raised 100 million euros in 2022 to expand its network and product lines. Additionally, they invested in Satisfy, which raised $2.5 million in 2021 for performance running apparel. These transactions highlight Bpifrance's active role in the sports equipment industry.


3. Frasers Group

  • Website: frasers.group
  • Type: Corporate
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 1982
  • Headcount: 10001+
  • Number of deals in 2024: 20
  • LinkedIn: frasers-group

Frasers Group plc is a corporate investor based in London, England, founded in 1982. The company operates a diverse range of retail brands in the sports and fashion sectors, including Sports Direct and Jack Wills. It offers a wide array of products, including clothing, footwear, and sporting goods, as well as fitness services through its Everlast Fitness Club chain. Frasers Group has made several notable acquisitions in the sports equipment context, such as the acquisition of Umbro in 2005 for approximately $15.9 million and Everlast Worldwide in 2007 for around $168.8 million. More recently, in 2020, they acquired the assets of DW Sports, which included gym and fitness-related assets, and in 2024, they announced the acquisition of Wiggle, a cycling retailer, for less than £10 million. These transactions highlight Frasers Group's strategic focus on expanding its presence in the sports equipment market, making it a significant player in the industry.


4. JD Sports

  • Website: jdsports.co.uk
  • Type: Corporate
  • Headquarters: United Kingdom (UK)
  • Founded year: 1981
  • Headcount: 10001+
  • Number of deals in 2024: 1
  • LinkedIn: jdsports

JD Sports is a corporate investor based in the United Kingdom, founded in 1981. The company specializes in retailing sports and lifestyle apparel and footwear, catering to a diverse customer base that includes men, women, and children. JD Sports operates both online and through physical stores, providing a comprehensive shopping experience. Notably, JD Sports has been active in the sports equipment sector through several significant acquisitions. In 2024, JD Sports announced the acquisition of Hibbett Sports, a North American sports retailer, for $1.1 billion, which is expected to enhance its market share in North America. Additionally, JD Sports acquired Canterbury International Australia and Kukri Sports Ltd., further strengthening its portfolio in the sports equipment market. These transactions highlight JD Sports' strategic focus on expanding its presence in the sports industry, particularly in the equipment and apparel segments.


5. Almi

  • Website: almi.se
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1994
  • Headcount: 201-500
  • Number of deals in 2024: 7
  • LinkedIn: almi-ab

Almi AB is a financial services company based in Stockholm, Sweden, that provides loans, risk capital, and business development support to small and medium-sized enterprises. Founded in 1994, Almi aims to enhance the growth and competitiveness of these businesses by offering tailored financial solutions and guidance. Among their notable transactions, Almi has invested in Skigo AB, a company specializing in ski equipment, and No More Boots, which also relates to sports gear. These investments highlight Almi's engagement in the sports equipment sector, alongside their broader investment strategy that includes various industries.


6. Bgf

  • Website: bgf.co.uk
  • Type: Venture Capital
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 2011
  • Headcount: 51-200
  • Number of deals in 2024: 53
  • LinkedIn: bgfinvestments

BGF Investment Management Limited is a venture capital firm based in London, England, founded in 2011. The firm specializes in providing growth funding and value creation support to small and mid-sized businesses in the UK and Ireland. BGF addresses the funding gap in the market through minority investments and extensive support services. Notably, BGF has invested in several companies within the sports equipment sector, including a £5.7 million investment in Source BMX, a leading BMX retailer, aimed at enhancing its e-commerce capabilities and international expansion. Additionally, BGF invested £3 million in Ruroc, an action sports protection brand, to support the launch of new products and expand its market presence. They also invested £2.8 million in Rutland Cycling, a family-owned cycling business, further showcasing their commitment to the sports equipment industry. These transactions highlight BGF's active role in supporting the growth of businesses within the sports equipment market.


7. Kima Ventures

  • Website: kimaventures.com
  • Type: Venture Capital
  • Headquarters: Paris, Île-De-France, France
  • Founded year: 2010
  • Headcount: 1-10
  • Number of deals in 2024: 50
  • LinkedIn: kima-ventures

Kima Ventures is a venture capital firm based in Paris, Île-De-France, France, founded in 2010. The firm specializes in investing in early-stage startups across various sectors, backing two startups per week with financial support and mentorship. Among their notable transactions, Kima Ventures invested in Colizey, which raised $2,699,711 in a seed round in May 2020, focusing on sports equipment. Additionally, they participated in the funding of Barooders, a used-sporting-goods marketplace that raised €2.2 million in September 2022. Kima Ventures also invested in HARDLOOP, a French outdoor sports e-tailer, which raised €3 million in January 2022, further showcasing their involvement in the sports equipment and outdoor sports market. These transactions highlight Kima Ventures' commitment to supporting startups in the sports equipment industry, alongside their broader investment strategy.


8. Enterprise Ireland


Enterprise Ireland is a public entity that serves as the Irish government's enterprise development agency, founded in 1998. It supports Irish businesses at all stages of their growth journey by providing funding, advisory services, and market access assistance. The agency focuses on helping companies scale and compete internationally across various industries, including technology and manufacturing. Notably, Enterprise Ireland has been involved in several transactions relevant to the sports equipment sector, such as their participation in the seed funding round for Output Sports, an Irish sports tech start-up, which raised €1.3 million in 2020. They also participated in a subsequent funding round for Output Sports in 2025, indicating ongoing support for innovations in the sports equipment space. Additionally, their involvement with other companies like Peachy Lean and CRUA outdoors showcases their diverse investment strategy, which includes interests in sports-related ventures.


9. Ldc

  • Website: ldc.co.uk
  • Type: Private Equity
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 1981
  • Headcount: 51-200
  • Number of deals in 2024: 15
  • LinkedIn: ldc

Lloyds Development Capital (LDC) is a private equity firm based in London, England, founded in 1981. As part of Lloyds Banking Group, LDC specializes in providing growth capital and strategic support to mid-market businesses across various sectors. They focus on fostering long-term partnerships to drive business success through investment and advisory services. LDC has been involved in several notable transactions in the sports equipment context, including the acquisition of American Golf in 2004, which highlights their commitment to the sports equipment industry. They also acquired ZyroFisher in 2016, a key player in the cycling and outdoor products market, further demonstrating their engagement in the sports equipment sector. Additionally, their investment in LeMieux, a brand known for equestrian products, showcases their diverse portfolio within the sports equipment realm.


10. Altor Equity Partners

  • Website: altor.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2003
  • Headcount: 51-200
  • Number of deals in 2024: 6
  • LinkedIn: altor

Altor Equity Partners is a private equity investment management firm based in Stockholm, Sweden, founded in 2003. The firm specializes in providing consulting services across various sectors, including technology and consumer products, with a focus on enhancing operational efficiency and sustainable growth for its partners. Altor has made notable investments in the sports equipment industry, including the acquisition of CCM Hockey, a prominent player in the hockey equipment market, which holds a significant share of the global market. They also invested in XXL Sport & Villmark, a retailer that specializes in sports and outdoor equipment. These strategic investments highlight Altor's commitment to the sports sector and their expertise in driving growth and innovation within this industry.


11. Venrex

  • Website: venrex.partners
  • Type: Venture Capital
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 2002
  • Headcount: 11-50
  • Number of deals in 2024: 11
  • LinkedIn: venrex

Venrex is a venture capital firm based in London, specializing in early-stage investments in technology-enabled businesses within consumer industries. Founded in 2002, Venrex provides funding and strategic support to help these businesses grow in competitive markets. Notably, Venrex has invested in TALA, an activewear label that raised $5.7 million to expand internationally and enhance its product inventory. They also invested in Jöttnar, a company focused on outdoor and sports gear, which raised funds in multiple seed rounds. These investments highlight Venrex's commitment to the sports equipment sector, alongside their broader focus on consumer industries.


12. 3i Group plc

  • Website: 3i.com
  • Type: Private Equity
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 1945
  • Headcount: 201-500
  • Number of deals in 2024: 3
  • LinkedIn: 3i-group-plc

3i Group plc is a London-based private equity firm founded in 1945, specializing in private equity and infrastructure investments. The firm focuses on providing capital and expertise to mid-market companies, helping them grow sustainably. With a strong international presence and a diverse portfolio, 3i Group aims to create value for its stakeholders through strategic investments. Notably, 3i Group has made significant investments in the sports equipment sector, including a £28 million acquisition of a minority stake in GO Outdoors, which plans to expand its store presence significantly. Additionally, their past investments in Halti Oy and Rohan Designs, both of which are involved in outdoor and sports-related products, further highlight their engagement in the sports equipment industry.


13. Lvmh

  • Website: lvmh.com
  • Type: Corporate
  • Headquarters: Paris, Île-De-France, France
  • Founded year: 1987
  • Headcount: 10001+
  • Number of deals in 2024: 11
  • LinkedIn: lvmh

LVMH Moët Hennessy Louis Vuitton SE is a luxury goods manufacturer and retailer based in Paris, France, founded in 1987. The company offers a diverse range of high-quality products across various sectors, including fashion, leather goods, wines, spirits, perfumes, cosmetics, watches, and jewelry. Recently, LVMH has made significant moves in the sports industry, including the acquisition of Paris FC, a French second-tier football club, in November 2024, which aims to enhance the club's appeal and growth potential. Additionally, LVMH acquired a majority stake in Birkenstock in March 2021, a brand that emphasizes comfort-focused footwear, indicating a strategic interest in the footwear segment that overlaps with sports equipment. Furthermore, LVMH has invested in other footwear brands like Giuseppe Zanotti, further solidifying its presence in the footwear market.


14. Cvc

  • Website: cvc.com
  • Type: Private Equity
  • Headquarters: Luxembourg
  • Founded year: 2005
  • Headcount: 1001-5000
  • Number of deals in 2024: 16
  • LinkedIn: cvc-capital-partners

CVC Capital Partners is a prominent investment firm founded in 2005, specializing in private equity, credit, secondaries, and infrastructure. With approximately €193 billion in assets under management for over 1000 clients, including pension funds and institutional investors, CVC focuses on delivering sustainable value and growth through strategic investments. Notably, CVC has made significant investments in the sports sector, including the acquisition of OXBOW, a brand linked to sports apparel, and substantial funding rounds for Six Nations Rugby and Premiership Rugby, raising over $500 million and $250 million respectively. Additionally, their investment in Bruin Sports Capital further emphasizes their commitment to the sports industry, showcasing their strategy of engaging with sports-related entities and enhancing their portfolio in this dynamic market.


15. Verdane

  • Website: verdane.com
  • Type: Private Equity
  • Headquarters: Oslo, Oslo, Norway
  • Founded year: 1985
  • Headcount: 51-200
  • Number of deals in 2024: 7
  • LinkedIn: verdane-capital

Verdane is a private equity investment firm based in Oslo, Norway, founded in 1985. The firm specializes in growth equity investments, particularly in technology-enabled companies, and provides capital and hands-on support to help businesses scale. Verdane focuses on digitalization and decarbonization trends, primarily targeting technology companies looking to enhance their market position and operational efficiency. Notably, Verdane has made significant investments in the sports equipment sector, including the acquisition of Silva, a provider of niche outdoor sports equipment, and investments in MM Sports and Outnorth, which further highlight their engagement in this industry. These transactions reflect Verdane's commitment to supporting companies that contribute to the sports equipment market while also aligning with their broader investment strategy.


16. EQT Group

  • Website: eqtgroup.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1994
  • Headcount: 1001-5000
  • Number of deals in 2024: 30
  • LinkedIn: eqt-partners

EQT Group is a prominent investment firm based in Stockholm, Sweden, specializing in private equity, infrastructure, real estate, growth equity, and venture capital. Founded in 1994, EQT serves institutional investors by providing expertise in managing diverse investment portfolios across multiple sectors and geographies. Among their notable transactions in the sports equipment context, EQT acquired a majority stake in XXL Sport & Villmark in 2010, a leading sports retail chain in the Nordic region, aiming to accelerate its expansion. Additionally, they acquired Lundhags skomakarna in 2006, further solidifying their presence in the sports equipment industry. These investments highlight EQT's strategic focus on the sports sector, alongside their broader investment activities.



Sports Equipment Insights: Key Investors in Europe


InvestorHeadquarterSizeFoundedDeals 2024
CrowdcubeLondon, England, United Kingdom (UK)51-20020103
Bpifrance French Tech AccélérationParis, Île-De-France, France1-102015198
Frasers GroupLondon, England, United Kingdom (UK)10001+198220
JD SportsUnited Kingdom (UK)10001+19811
AlmiStockholm, Stockholm, Sweden201-50019947
BgfLondon, England, United Kingdom (UK)51-200201153
Kima VenturesParis, Île-De-France, France1-10201050
Enterprise IrelandDublin, Dublin, Ireland501-1000199848
LdcLondon, England, United Kingdom (UK)51-200198115
Altor Equity PartnersStockholm, Stockholm, Sweden51-20020036
VenrexLondon, England, United Kingdom (UK)11-50200211
3i Group plcLondon, England, United Kingdom (UK)201-50019453
LvmhParis, Île-De-France, France10001+198711
CvcLuxembourg1001-5000200516
VerdaneOslo, Oslo, Norway51-20019857
EQT GroupStockholm, Stockholm, Sweden1001-5000199430


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