KKR is in advanced negotiations with CVC Capital Partners to acquire a significant stake in Global Sport Group (GSG) for roughly €2.75 billion, according to Sky News.
The sports investment vehicle holds ownership interests in Six Nations Rugby, the Women’s Tennis Association, Spain’s La Liga and France’s Ligue 1 – properties that drive demand for sporting goods through broadcasting rights, merchandising and licensed apparel sales.
Ares Management remains in contention for the deal, with debt financing also under consideration as an alternative structure, City sources told Sky News.
The transaction would position KKR as a major sports investor following its recent $1 billion acquisition of sports-focused private equity firm Arctos Partners. The deal signals continuing institutional appetite for premium sports properties, which generate consistent revenues through media rights and commercial partnerships that benefit equipment manufacturers and apparel brands.
For sporting goods companies, well-capitalised sports properties typically invest more heavily in marketing and fan engagement – drivers of equipment and apparel demand. Six Nations Rugby merchandise and WTA-licensed products represent established revenue channels for brands including Nike, Adidas and specialised rugby equipment suppliers.
