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Family Offices Dive into Sports: Cricket, Pickleball, and Beyond

In recent years, family offices have increasingly diversified their investment portfolios, venturing into the dynamic world of sports. While traditional sports like football, basketball, and soccer have long captured substantial investment dollars, family offices are now eyeing niche markets such as cricket and pickleball, seeking to capitalize on their growing popularity and lucrative potential.

According to a report by Sports Business Journal, family offices have invested over $30 billion in sports over the past decade, with a significant portion directed towards emerging markets. Cricket, particularly in countries like India and the UK, has seen a surge in investment. The Indian Premier League (IPL), one of the most popular cricket leagues globally, attracts billions in revenue annually. Family offices are seizing this opportunity, recognizing the sport’s massive fan base and robust commercial prospects.

Pickleball, a sport that combines elements of tennis, badminton, and table tennis, has also garnered attention from family offices. The USA Pickleball Association reports that pickleball is one of the fastest-growing sports in the United States, with an annual growth rate of 9.7%. This surge in popularity has prompted family offices to invest in pickleball facilities, tournaments, and related businesses, anticipating high returns as the sport continues to gain traction.

Andrew Schneider, Founder of Family Office Networks, explains the strategic rationale behind these investments: “Sports offer a unique blend of emotional and financial returns. Family offices are drawn to the passion and engagement of sports fans, which translates into profitable business opportunities. By diversifying into niche sports like cricket and pickleball, family offices can tap into emerging markets and capture early-stage growth.”

Statistics from a recent Family Office Association survey reveal that 42% of family offices have allocated funds to sports investments in the past five years. Within this segment, soccer remains the most popular, with 28% of family offices investing in soccer clubs, leagues, and related ventures. Basketball follows closely at 24%, driven by the global appeal of the NBA and its stars. Cricket and pickleball, while still emerging, are rapidly gaining ground, with 15% and 10% of family offices investing in these sports, respectively.

Schneider adds, “The diversification into sports is not just about financial returns. It’s about aligning with family values, fostering community engagement, and creating a legacy. Sports investments resonate with the ethos of many family offices, offering a blend of profit and purpose.”

As family offices continue to explore new frontiers, their foray into sports represents a strategic move to diversify portfolios, engage with passionate audiences, and capitalize on the growth of emerging sports markets. With substantial investment dollars flowing into cricket, pickleball, and beyond, the landscape of sports investment is poised for significant evolution, driven by the forward-thinking strategies of family offices.