General Atlantic and 32 Equity, the National Football League’s strategic investment vehicle, have formed a global strategic partnership to pursue growth investment opportunities across the sports industry.
The partnership was approved by a vote of NFL clubs in their roles as members of 32 Equity during the league’s October Meeting in New York.
General Atlantic and 32 Equity plan to identify and invest in companies developing new technologies, platforms, services, and experiences across the global sports ecosystem. The organizations said the partnership will focus on opportunities that can change how consumers experience and engage with sports while helping broaden access to sports-related products and services across international markets.
The collaboration combines 32 Equity’s relationships and experience across professional sports with General Atlantic’s global investment platform and experience backing high-growth businesses.
Founded more than 45 years ago, General Atlantic works with founders and management teams across growth sectors and gives portfolio companies access to local-market expertise, operational resources, and broader value-creation capabilities.
32 Equity serves as the NFL’s strategic investment platform and provides the league’s clubs with exposure to businesses and technologies that can support the continued development of the sports industry.
The new partnership creates a framework through which General Atlantic and 32 Equity can jointly evaluate growth-stage investment opportunities spanning the sports ecosystem. Potential areas of interest could include technologies and platforms that enhance fan engagement, expand access to sports, or create new ways for consumers and businesses to interact with leagues, teams, athletes, and sporting events.
The partnership also reflects continued institutional investment interest in sports as leagues and related businesses increasingly incorporate new technologies, digital platforms, media formats, and consumer experiences into their operations.
General Atlantic and 32 Equity described their approach as long-term, with the organizations seeking to support innovative companies capable of shaping the next stage of the global sports industry.
Support: PJT Partners served as advisor to 32 Equity on the formation of the partnership.
