The sports merchandising industry in Europe thrives on passion for sports with entities focusing on apparel, equipment, and fan gear. Various manufacturers, retail giants, and digital platforms provide an assortment of merchandise catering to athletes, teams, and fans alike. Recent trends suggest a shift toward sustainable practices and technology integration, enhancing customer engagement. Growth avenues include e-commerce expansion and partnerships with sports leagues to capture market share. As sports culture continues to evolve, the industry anticipates catering even more to personalized experiences and local fan bases, making it a vibrant market in the coming years.

Investors in the sports merchandising sector reflect a mix of corporate and private equity firms, primarily based in the UK and France. Established between 1981 and 2017, these companies vary in size, with many managing thousands of employees. In 2024 alone, the list highlights a robust deal count, showcasing ongoing commitment to this sector. Notably, corporate giants like Frasers Group and venture firms such as Index Ventures have actively fueled growth, illustrating diverse investment strategies to penetrate this evolving market.

Top 19 Sports Merchandising 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 and provides investment management services. Notably, Crowdcube has facilitated significant funding for companies in the sports merchandising sector, including Manors Golf, which raised $750,560 in December 2023, and Bunker Mentality, which secured $398,561 in December 2021. These transactions highlight Crowdcube's active role in supporting businesses that are directly involved in sports merchandising, alongside its broader investment activities.

2. 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 prominent retail company based in London, England, founded in 1982. It operates a diverse portfolio of brands in the sports and fashion sectors, including Sports Direct, Jack Wills, and Everlast Fitness Club. The company offers a wide range of products, including clothing, footwear, and sporting goods, catering to consumers seeking various retail options and fitness solutions. Notably, Frasers Group has made several strategic acquisitions in the sports merchandising industry, 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 business assets, further solidifying their presence in the sports sector. These transactions highlight Frasers Group's commitment to expanding its footprint in the sports merchandising market.

3. Bpifrance French Tech Accélération

• Website: bpifrance.com
• Type: Venture Capital
• Headquarters: Paris, Île-De-France, France
• Founded year: 2015
• Headcount: 1-10
• Number of deals in 2024: 198
• LinkedIn: bpifrance-french-tech-acc%c3%a9l%c3%a9ration

Bpifrance French Tech Accélération is a venture capital firm 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 a variety of services, including direct funding, export credit insurance, and private equity investments. The firm aims to foster entrepreneurship and innovation by providing coaching and partnerships to help businesses navigate growth and international expansion. Notably, Bpifrance has participated in significant funding rounds for companies in the sports merchandising industry, such as i-Run, which raised 100 million euros to expand its network of stores and product lines, and Satisfy, which raised $2.5 million in Series A funding. These transactions highlight Bpifrance's active role in supporting the growth of businesses that are directly involved in sports merchandising.

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 leading retail company based in the United Kingdom, specializing in sports and lifestyle apparel and footwear. Founded in 1981, the company has grown to operate both online and through a vast network of physical stores, catering to a diverse customer base seeking stylish and functional clothing and footwear. In recent years, JD Sports has made significant acquisitions to strengthen its position in the sports merchandising industry. Notable transactions include the acquisition of Hibbett Sports for $1.1 billion in 2024, which is expected to enhance their North American market share. Additionally, their acquisition of Finish Line in 2018 for $558 million further solidified their presence in the U.S. market. JD Sports has also acquired brands like Canterbury and Kukri Sports, which are directly involved in sports merchandising, indicating a strategic focus on expanding their portfolio in this sector.

5. Index Ventures

• Website: indexventures.com
• Type: Venture Capital
• Headquarters: London, England, United Kingdom (UK)
• Founded year: 1996
• Headcount: 51-200
• Number of deals in 2024: 67
• LinkedIn: index-ventures

Index Ventures is a venture capital firm founded in 1996, based in London, England. The firm invests in innovative startups across various sectors, including technology and healthcare, and is known for providing capital and strategic support to entrepreneurs. Among their notable transactions, they invested in Tracksmith, a brand that specializes in running apparel, raising $1.6 million in a seed round in 2014. Additionally, they have been heavily involved with Viagogo, an online ticket reseller that has raised significant funding rounds, including $20 million in Series B and $30 million in Series C, indicating their commitment to companies that operate within the sports and entertainment space. This diverse portfolio showcases their ability to build long-term partnerships with founders in industries that intersect with sports merchandising.

6. 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 leading private equity firm founded in 2005, based in Luxembourg, managing approximately €193 billion in assets for over 1000 clients, including pension funds and institutional investors. The firm specializes in private equity, credit, secondaries, and infrastructure. CVC has made notable investments in the sports sector, including significant funding rounds for Premiership Rugby ($252 million), Six Nations Rugby ($508 million), and Liga de Futbol Profesional ($3.2 billion). Additionally, CVC has acquired Dorna Sports, the organization behind MotoGP, further solidifying its presence in the sports industry. These transactions highlight CVC's strategic focus on delivering sustainable value and growth through investments in sports, which often includes merchandising opportunities.

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, a platform that likely engages with sports merchandise, and Barooders, a France-based used-sporting-goods marketplace, which directly caters to the sports merchandising market. They also invested in Team Vitality, an esports organization, further showcasing their interest in the sports industry. Kima Ventures' diverse portfolio and active engagement in sports-related investments position them as a relevant investor in the sports merchandising sector.

8. 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 leading luxury goods manufacturer and retailer based in Paris, France. Founded in 1987, LVMH offers a diverse range of high-quality products across various sectors, including fashion, leather goods, wines, spirits, perfumes, cosmetics, watches, and jewelry. The company serves affluent consumers and businesses, providing exclusive brands that embody craftsmanship and heritage. Recently, LVMH made a significant move in the sports industry by acquiring Paris FC, a French second-tier football club, in collaboration with Red Bull. This acquisition aims to enhance the club's appeal and growth potential, leveraging LVMH's luxury brand influence and Red Bull's marketing expertise. This strategic investment indicates LVMH's interest in expanding its footprint in the sports merchandising sector, potentially leading to exclusive collaborations and merchandise that blend luxury with sports.

9. 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's investment strategy is focused on digitalization and decarbonization trends, primarily targeting technology companies looking to enhance their market position and operational efficiency. Among their notable transactions, Verdane has invested in MM Sports, which raised funds in 2014, and acquired Watch it Live AB, indicating their interest in the sports sector. Furthermore, their acquisition of Silva in 2021, a company that provides niche outdoor sports equipment, highlights their involvement in the sports merchandising industry. This diverse portfolio showcases Verdane's capability to support companies within the sports merchandising space while maintaining a broader focus on technology-driven growth.

10. 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 founded in 2011, based in London, England. The firm specializes in providing growth funding and value creation support to small and mid-sized businesses across the UK and Ireland. BGF addresses the funding gap in the market through minority investments and extensive support services. Among their notable transactions, BGF invested GBP5.7 million in Source BMX, a prominent BMX retailer, to enhance its e-commerce capabilities and expand internationally. They also invested in Ruroc, a UK-based action sports protection brand, providing £3 million to support product development and market expansion. Additionally, BGF's investment in Character.com, an online retailer of licensed children's clothing, further highlights their engagement in the sports merchandising sector. These investments reflect BGF's commitment to supporting businesses that operate within the sports and merchandising industries.

11. 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. It specializes in providing growth capital and strategic support to mid-market businesses across various sectors. As part of Lloyds Banking Group, LDC focuses on helping management teams achieve their growth ambitions through investment and advisory services, fostering long-term partnerships to drive business success. Notably, LDC has been involved in several transactions relevant to the sports merchandising context, including the acquisition of American Golf in 2004, which directly ties to golf merchandise. Additionally, their acquisition of ZyroFisher in 2016, a company that distributes cycling and outdoor sports products, further emphasizes their engagement in the sports sector. These transactions highlight LDC's commitment to investing in businesses that align with sports and outdoor activities, reinforcing their relevance in the sports merchandising industry.

12. 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, founded in 1994. It specializes in providing loans, risk capital, and business development support to small and medium-sized enterprises (SMEs) in Sweden. Almi aims to enhance the growth and competitiveness of these businesses by offering tailored financial solutions and guidance. Among its notable transactions, Almi has invested in Sportswik AB, a company that operates in the sports sector, raising $1,142,700 in a venture round in June 2017. This investment highlights Almi's engagement with the sports industry, alongside other investments in various sectors, including fashion and technology. While Almi's primary focus is not exclusively on sports merchandising, its involvement with Sportswik AB suggests a relevant interest in the sports domain.

13. 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, England, founded in 2002. The firm specializes in early-stage investments in technology-enabled businesses within consumer industries. Venrex provides funding and strategic support to help these businesses grow and succeed in competitive markets. Notably, Venrex has invested in TALA, an activewear label founded by Grace Beverley, which raised $5.7 million in a funding round led by Venrex. This investment highlights their engagement in the sports merchandising sector. Additionally, they have invested in Jöttnar, a brand that focuses on outdoor and sports apparel, further emphasizing their interest in the sports merchandising industry. Venrex operates from its offices in London and New York, and in 2024 alone, they have made 11 investments, showcasing their active role in the venture capital landscape.

14. Permira

• Website: permira.com
• Type: Private Equity
• Headquarters: London, England, United Kingdom (UK)
• Founded year: 1985
• Headcount: 501-1000
• Number of deals in 2024: 8
• LinkedIn: permira

Permira is a London-based private equity investment firm founded in 1985, specializing in private equity and credit solutions. The firm partners with management teams and entrepreneurs to drive growth and create long-term value across various sectors, including technology, consumer, healthcare, and services. Notably, Permira has made strategic investments in companies relevant to sports merchandising, such as PrivateSportShop, which raised debt financing in 2018, indicating its involvement in the sports retail space. Additionally, the acquisition of Golden Goose for 1.28 billion euros highlights Permira's interest in brands that produce sports-related products, particularly sneakers, which are integral to sports merchandising. These transactions reflect Permira's strategy to transform businesses into market leaders, including those in the sports sector.

15. 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 founded in 1994, specializing in private equity, infrastructure, real estate, growth equity, and venture capital. Based in Stockholm, Sweden, EQT serves institutional investors by managing diverse investment portfolios across multiple sectors and geographies. Notably, EQT has made significant investments in the sports merchandising industry, including the acquisition of XXL Sport & Villmark, a leading sports retail chain in the Nordic region, which aims to expand its presence in Norway and Sweden. Additionally, EQT's involvement with Sportfive, a sports marketing agency, highlights their commitment to the sports sector. These transactions reflect EQT's strategic interest in the sports merchandising market, alongside their broader investment activities.

16. Seedrs

• Website: seedrs.com
• Type: Corporate
• Headquarters: London, England, United Kingdom (UK)
• Founded year: 2009
• Headcount: 51-200
• Number of deals in 2024: 2
• LinkedIn: seedrs

Seedrs Limited (trading as Republic Europe) is a crowdfunding platform based in London, England, that connects investors with startups and businesses seeking capital. Founded in 2009, Seedrs offers equity crowdfunding, investment opportunities, and advisory services, catering to both individual investors and businesses. The platform facilitates access to early-stage investments and provides a marketplace for capital raising. Notably, Seedrs has been involved in several transactions relevant to the sports merchandising industry, including PledgeSports, which raised $114,174 in equity crowdfunding in 2015, and FootballINDEX, which raised $1,598,219 in a seed round in 2016. These investments highlight Seedrs' engagement with companies that operate within the sports sector, showcasing its potential relevance to sports merchandising.

17. Better Collective

• Website: bettercollective.com
• Type: Corporate
• Headquarters: Copenhagen, Denmark
• Founded year: 2001
• Headcount: 1001-5000
• Number of deals in 2024: 1
• LinkedIn: better-collective

Better Collective is a Copenhagen-based digital media company founded in 2001, specializing in sports and esports content. The company operates a portfolio of media brands that engage sports fans and bettors through various content formats, focusing on performance-based marketing and community building. In recent years, Better Collective has made significant acquisitions to enhance its media capabilities and expand its audience in the sports media sector. Notable transactions include the acquisition of Playmaker for $54 million in July 2023, which aims to strengthen their position in the sports media landscape. Additionally, they acquired Playmaker Capital for $188 million, further solidifying their commitment to sports media. Other acquisitions, such as Soccernews.nl and Torcedores.com, demonstrate their strategy to build a comprehensive network of sports-related content platforms, which can indirectly support sports merchandising by engaging fans and promoting related products.

18. SoftBank Investment Advisers

• Website: visionfund.com
• Type: Venture Capital
• Headquarters: London, England, United Kingdom (UK)
• Founded year: 2017
• Headcount: 201-500
• Number of deals in 2024: 14
• LinkedIn: softbank-investment-advisers

SoftBank Investment Advisers, also known as the SoftBank Vision Fund, is a venture capital fund based in London, England, founded in 2017. The fund specializes in investing in technology-focused companies, particularly those innovating in artificial intelligence and other advanced technologies. However, its portfolio is diverse, encompassing various sectors, including health tech, fintech, and notably, sports merchandising. SoftBank has made substantial investments in Fanatics, a prominent sports merchandise retailer, with funding rounds of $1 billion in 2017, $325 million in 2021, and $700 million in 2022. These investments highlight SoftBank's strategic interest in the sports merchandising industry, alongside their broader focus on technology and growth-stage companies.

19. Equistone Partners Europe

• Website: equistonepe.com
• Type: Private Equity
• Headquarters: London, England, United Kingdom (UK)
• Founded year: 1979
• Headcount: 51-200
• Number of deals in 2024: 1
• LinkedIn: equistone-partners-europe-limited

Equistone Partners Europe is a private equity investment firm based in London, specializing in management buyouts and growth capital for mid-market companies across Europe. Founded in 1979, the firm partners with management teams to provide capital and strategic support, aiming for long-term growth and impressive returns for their investors. Among their notable transactions, Equistone acquired SportGroup Holding, a company involved in sports surfaces and related products, which highlights their engagement in the sports industry. Additionally, their acquisition of POLO Motorrad und Sportswear GmbH, a leading retailer of motorcycle clothing and accessories, and Sportsbikeshop Ltd., a market leader in motorcycle gear sales, further emphasizes their focus on sports-related merchandise. These transactions illustrate Equistone's commitment to investing in companies that cater to sports enthusiasts and the broader sports merchandising market.

Sports Merchandising Insights: Key Investors in Europe

Want to find more investors focusing on the sports merchandising industry?

With Inven, you'll also get to know:

• Deal History: Number of deals and their sizes.
• Portfolio: Companies they've invested in.
• Contact data: Key dealmakers, including their emails and phonenumbers.
• ...and much more!