Take Time Out with Mohamed Berrada
Ahead of the Sports Pro Investment Summit, we took time out with Mohamed Berrada to hear his perspective on the shifting sports investment landscape and what that means for the industry.
How would you describe the evolution of the sports investment landscape over the last few years?
"The transformation has been significant, in both scale and sophistication. The number of deals has surged, fuelled by a broader pool of investors and more investable assets, from new league formats to tech start-ups. Valuations have followed suit - Chelsea FC, for example, saw its valuation grow nearly 19x over 19 years. And we’re now seeing major financial institutions like JP Morgan and Rothschild establish dedicated sport investment verticals, treating the sector as a serious asset class."
How have you seen the profile of investors in sport change – and what’s driving that shift?
“We’ve moved well beyond traditional club owners. Private equity and venture capital firms are now regular players, alongside sovereign wealth funds and even athlete-led groups. A big driver has been the performance of US franchises - teams like the Milwaukee Bucks have outperformed the S&P 500, proving that sport can deliver real returns. Post-COVID, distressed assets in Europe offered entry points at a discount, attracting investors with capital and a long-term playbook.”
Which sports and markets are proving most attractive to investors right now—and why?
"US leagues and global football standout, but for different reasons. US leagues offer stability and long-term media rights deals that appeal to institutional investors, while football sees the highest transaction volume due to the sheer number of clubs. On the regional side, the Middle East, especially Saudi Arabia, is a major hotspot. Their investment in LIV Golf and partnerships in tennis and football reflect a strategic approach to long-term sports infrastructure."
What challenges do you see clients facing most often when positioning themselves for investment or partnership?
"The biggest challenge is local understanding. Investors may bring a strong financial model, but sport is culturally and structurally unique across regions. We’ve seen US investors struggle in European football, where open leagues, lack of salary caps, and deeply rooted fan cultures require a very different approach. That’s often when we’re called in - to bridge the gap between financial strategy and sporting reality and ensure investment models are adapted for long-term value."
In your opinion, what is the greatest single moment in sporting history?
"For me, it has to be being in the stadium for Morocco reaching the semi-final of the 2022 World Cup (I am Moroccan!). It was amazing and broke new ground for African and Arab nations on the world stage."