The firm, backed by more than 100 professional athletes including Formula 1 champion Lando Norris and fellow driver Carlos Sainz, plans to focus on smaller assets that have so far attracted less institutional attention despite a surge in global sports valuations. Apex has already invested in the BWT Alpine F1 Team, Venezia Football Club, and Tiger Woods-backed TGL. Chief executive Antonio Cacorino said the fund is fully structured and has committed capital, adding: 'It's an untapped segment of the market. In terms of size, we want to go one or two layers before large cap and the fact that there's less competition makes it much more appealing for us.' He declined to disclose the size of the vehicle or details of its first investment. Private equity and venture capital activity in sports continues to rise. Sports services deals reached $6bn in the first three quarters of 2025, the highest level in at least eight years, according to S&P Global Market Intelligence. The expansion of...
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