A second chance in sports

Women's teams look to repeat valuation growth of men's

PRESENTED BY PERCENT

Transacted

December 16, 2024

Happy Monday. Here’s what we’ve got today…

  • A look at the possible upside from investment in women’s sports

  • Plus, BC Partners exits generics maker Synthon

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Sporting upside:

Private equity interest in sports has never been higher, nor have team valuations. With many of the obvious themes—media rights appreciation, sports betting, scarcity—now well-known or played out, how much upside is left?

"We've gotten to a point where I think assets are plus or minus in that zone of being fairly valued today," says Dave Dase, Global Co-Head of Sports Investment Banking at Goldman Sachs, speaking as part of the firm’s discussion series on investment in sport.

"I think the returns will still continue to be very, very good, but it's been incredible in terms of what these returns have looked like over the last decade or so."

It’s not all over, though. Women's sports increasingly looks like the next big opportunity, and it’s still early days for outside investors.

Across leagues, growth has hit an inflection point. In 2024, live attendance grew 48 percent year-over-year for the WNBA and 42 percent for the NWSL. Broadcast viewership is also setting records: in the past three years, ratings for women's college basketball, the WNBA, women's international and club soccer, and women's volleyball are all up at least 75 percent.

Person for person, a women's sports audience can also be more valuable.

Data from Nielsen show that women's sports fans are more affluent, more educated, and more tech-savvy. Nearly three-quarters are their household's primary earner.

Even better, they demonstrate significantly greater purchase intent than their counterparts. Fans of WNBA teams, for example, are 13 percent more likely to purchase team merchandise than fans of NBA teams.

They also score higher on measurements across social media engagement and team interaction. But it’s not just with teams that fans are more deeply engaged: sponsors also see better brand interaction, lower acquisition cost, and better retention from women’s sports advertisements, according to research from Sports Innovation Lab.

The key takeaway, though, is that nearly 85 percent of brand sponsors are planning to increase their media investment in women’s sports channels.

Media rights trends are equally attractive.

Earlier this year, the WNBA signed an 11-year, $200 million annual agreement that is four times larger than its previous deal (and works out to a 20 percent year-over-year growth rate).

The agreement includes a three-year renegotiation clause, which could mean another step up relatively soon. The NWSL is expected to see similar momentum coming out of its own negotiation in 2027.

Both media rights and valuations are still comparatively small dollars today, but the trajectory is familiar.

"You can't help but look at the example of what came before and use that as sort of a guide," says Dase.

“So if you look at the NBA and where the WNBA valuations are relative to the NBA, they're growing at not quite the growth rate that the NBA's valuations were growing at, but it’s a pretty similar CAGR.”

"The NWSL is growing way faster than MLS. So if you use sort of those leagues' growth as a guide, the WNBA and NWSL are well on their way to achieving valuations similar to what we see in the NBA and MLS today.“

Younger and more flexible women’s leagues also tend to have fewer hurdles to institutional capital.

Sixth Street's investment in San Francisco’s Bay FC and Carlyle's investment in Seattle’s Reign FC are early examples of controlling stakes that wouldn't be possible in men's leagues.

The other example from Reign FC is the possible outcomes for investors. Carlyle’s deal for the team closed in June 2024 and handed seller OL Groupe a 15x return over four years.

DEALS, DEALS, DEALS

• A group including Blackstone, GIC, and ADIA is in talks to acquire a 20 percent stake in Indian snacks maker Haldiram Snacks for around $1.6 billion, per Bloomberg.

EP Group received UK government approval to acquire Royal Mail parent company International Distribution Services for £5.3 billion.

Stonepeak agreed to acquire Forgital Group, an Italian manufacturer of forged aerospace components, for around €1.5 billion from Carlyle Group.

Goldman Sachs Asset Management agreed to acquire Synthon International, a Dutch maker of complex generics, for €2 billion from BC Partners.

Blackstone and Bain Capital are among final bidders vying for Mitsubishi Tanabe Pharma, a Japanese pharmaceutical company owned by Mitsubishi Chemical Group, which could be worth up to $3.5 billion, per Reuters.

Post Holdings (NYSE: POST) is considering an acquisition of Lamb Weston Holdings (NYSE: LW), a frozen potato products manufacturer currently trading at a market value of $11.7 billion, per Reuters.

Alibaba (NYSE: BABA) is nearing a deal to sell Intime Retail Group, a mainland Chinese department store chain it took private in 2017 for $2.5 billion, to Youngor Fashion.

Gryphon Investors acquired phData, a Minneapolis-based provider of data engineering services.

AbbVie agreed to acquire Nimble Therapeutics, a developer of peptide-based immunology therapeutics, for $200 million upfront plus potential milestone payments.

WHP Global agreed to acquire the IP of fashion brand Vera Wang, with founder Vera Wang staying on post-close as chief creative officer.

ONDEX Automation, a portfolio company of Shore Capital Partners, announced a partnership with Automation & Control Inc., a Moorestown, NJ-based provider of industrial automation services.

Altus Fire & Life Safety, a portfolio company of Apax Partners, acquired Facility Compliance Services, a Connecticut-based provider of fire safety inspection solutions.

CargoSprint, a Lone View Capital portfolio company, acquired Advent eModal, a logistics platform for ports and carriers.

Justin Ishbia, co-owner of the NBA's Phoenix Suns, is exploring a bid to acquire the MLB’s Minnesota Twins from the Pohlad family.

VENTURE & EARLY-STAGE

Tech, Vertical SaaS, & Misc. Enterprise

BILT, a provider of 3D interactive assembly and maintenance instructions, raised $21 million in Series B funding led by Silverton Partners, with participation from Amex Ventures, Fifth Growth Fund, and Silicon Valley Bank.

Fintech

One, Walmart's majority-owned fintech startup providing financial services and BNPL solutions, raised $300 million in Series B funding led by Walmart and Ribbit Capital at a $2.5 billion valuation.

Industrials, Greentech, & Other

Haber, a Pune-based industrial AI startup developing automation solutions for manufacturers, raised $44 million in Series C funding co-led by Creaegis, BEENEXT, and Accel.

FUNDRAISING

Warburg Pincus raised $2.2 billion for its first multi-asset continuation fund, co-led by HarbourVest Partners, Ardian, and CPP Investments.

G2 Venture Partners is hoping to raise $750 million for its third fund focused on climate and sustainability startups

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