The New Jersey Devils win Game Three of the 2025 Stanley Cup Playoffs against the Carolina Hurricanes. Simon Nemec scores the game-winning goal in double overtime at Prudential Center on April 25, 2025. Sports teams are now mainstream investment assets for the ultra-wealthy, with 20% of family office principals owning controlling stakes.

According to a survey by J.P. Morgan Private Bank, sports assets have surpassed traditional trophy assets like art and cars. 34% of principals are investing in teams and arenas, compared to 23% for art and 10% for cars. Sports team valuations continue to rise, driven by media rights deals and sponsorships.

J.P. Morgan values U.S. and European sports franchises at about $400 billion combined. The total value of sports mergers and acquisitions and investment has increased eightfold over the past five years. Sports team ownership provides a platform for active involvement that aligns with the trend of families seeking to be ‘active architects’ rather than passive investors.

Many principals are motivated by factors beyond financial returns, including bringing families together and supporting women’s sports to “level the playing field.” Valuations are soaring, pricing out some ultra-high-net-worth individuals from bidding wars for controlling stakes. Investors can still participate by acquiring minority stakes, investing in arenas, or making sports adjacent investments.

Family offices like Blackstone’s David Blitzer are taking multiple approaches to sports investments. Blitzer, who owns equity in all five major men’s U.S. sports leagues, has backed at least six sports firms this year through his family office Bolt Ventures, including a padel club chain and a betting app.

Read more at CNBC: Billionaire families opt to buy sports teams over art, cars