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Corporate
Mergers & Acquisitions
Mergers, acquisitions, divestitures, and strategic deals reshaping the sporting goods landscape—tracking consolidation trends, platform-building acquisitions, private equity and venture capital activity, corporate investments, joint ventures, and the transactions that alter competitive positioning and market dynamics.
New Balance targets $10bn revenue in Middle East push
The MEAI region grew 35 percent in 2025, outpacing all other markets, as the brand opens its first Grey Store concept in Doha.
TPG acquires US college sports commercialization giant
TPG is acquiring Learfield, the commercialization platform serving 1,200 US colleges, in a deal valued at about $2 billion.
Capstone Partners: outdoor recreation M&A doubles in 2026
Transaction volume in the outdoor recreation sector has doubled year-to-date in 2026, even as broader consumer M&A contracted.
Why Publicis is spending $500m on a sports agency
The French ad giant is assembling a data-driven sports marketing stack to challenge Omnicom-IPG in a $240 billion market.
Backcountry builds brand incubator for outdoor startups
Utah specialty retailer moves into brand building, acquiring eco-label Coalatree as the first brand in its new Backcountry Garage.
Unisport acquires US soccer retailer Arocam
Copenhagen-based Unisport adds the WeGotSoccer banner and key US Hispanic-market partnerships as it moves into North America.
London Marathon Events acquires Frankfurt Marathon organizer
The deal broadens LME’s European reach and follows the March launch of a multi-event marathon series that includes Frankfurt.
Anta Q1: seasonal lift amid structural challenges
Anta’s portfolio posts a Q1 rebound, but analysts flag March deceleration and structural weakness in China’s mass-market sporting goods.
Vuori names first Chief Product Officer
The California activewear brand fills a newly created product leadership role as it targets 25 new store openings and deeper international reach in 2026.
Spain regulator probes Decathlon-Intersport deal
Spain’s competition authority moves to phase 2 review, saying Decathlon’s remedies fail to address market concentration risk in Tenerife.
Xponential Fitness explores sale
The boutique fitness franchisor has hired Jefferies to run a formal process. A board shake-up signals urgency.
INTERSPORT Austria closes Slovenia deal
The Austrian sports retailer now spans 500+ stores across 12 Central and South-Eastern European countries after finalizing its Slovenia acquisition.
ABG eyeing Converse?
Bloomberg reports Authentic Brands Group has long-standing, unofficial interest in the Chuck Taylor label as revenues slide 30 percent from their 2023 peak.
Playlist and EGYM close $7.5bn fitness merger
The deal, backed by $785m in new equity, unites Mindbody, ClassPass and EGYM’s smart equipment under a single global fitness platform.
Allbirds sells to brand platform American Exchange Group
Once valued at $4.2bn, the merino wool sneaker brand accepts a $39m takeover bid from US brand manager AXNY, subject to shareholder vote.
Football star Haaland invests in new chess world tour
Norwegian footballer co-founds Chess Mates to become stakeholder in Norway Chess, owner of a new FIDE-approved global championship circuit
Frasers becomes ASOS’s top shareholder
The UK retail conglomerate now holds 29.26% of ASOS, one step below the threshold that would legally require a full takeover offer.
Women’s sports brand TOGETHXR invests in Sportsish
Athlete-founded US media brand TOGETHXR acquires a stake in Sportsish, a social-first creator platform reaching 331,000 followers.
Group specializing in women’s football acquires new stake
The London-based ownership group Mercury13 now holds clubs in Italy, England and Spain, backed by Avenue Capital’s $1bn+ sports fund.
Ex-NFL players launch $150m sports fund
Terrence Murphy and Reggie Bush are betting on women’s sports and next-generation formats as the next frontier for institutional capital.
Stria Sport brings aboard NBA’s Andre Drummond
76ers center Drummond takes an ownership position at Stria Sport, a Chicago indie basketball brand, also joining as Creative Director.
Xiaomi co-founder to buy 1% of Miami Dolphins parent
A $125 million deal would value the Dolphins’ parent company – owner of Hard Rock Stadium and the Miami Grand Prix – at $12.5 billion.
Frasers takes near 6% stake in Puma
Mike Ashley’s retail group joins Anta Sports as a significant Puma investor as the German brand struggles against Nike, Adidas and On.
Cristiano Ronaldo, conglomerate
The footballer expands his business empire with a strategic acquisition through his newly formed CR7 Sports Investments.
Payntr Golf joins the 8AM Golf family of brands
The golf media and equipment company backs Portland-based footwear brand worn by Jason Day and other PGA Tour players.
Birmingham City sells women’s club to its parent
New York hedge fund Knighthead Capital Management consolidates club ownership through affiliate company.
Largest sports-buyout fund yet closes at $1.2bn
Otro Capital’s inaugural fund more than doubles its $500m target, with investments already made in Alpine F1, Two Circles and FlexWork.
Apollo buys into Canadian fitness firm The GoodLife
The private equity giant values the 400-location fitness chain at €1.2bn in its latest sports investment move.
ESPN acquires NFL Network in $3bn deal
The NFL gets 10% of ESPN in exchange for its media assets, reshaping American sports broadcasting.
KKR continues to invest in sports, report says
The American investment giant is negotiating to acquire Global Sport Group, which holds stakes in sporting properties across Europe, Sky News reports.
Authentic consolidates Guess brand
The multi-brand group now owns 51% of Guess’s IP whilst management retains full operational control, making the fashion brand Authentic’s second-largest asset.
As anticipated, ANTA acquires 29% PUMA stake
The €1.5 billion all-cash deal makes the Chinese giant PUMA’s largest shareholder.
Ramos-led consortium bidding for Sevilla FC
The Real Madrid legend’s consortium submits a €400 million letter of intent to buy into his first club
Intersport Austria to acquire Intersport Slovenia
Intersport Austria is acquiring Intersport Slovenia Group, creating a combined entity operating in 12 countries with nearly €1 billion in sales.
Playtomic scores crowdfunding coup
Racquet-sport app Playtomic has raised €5.1 million from 4,600 investors in what appears to be a record crowdfunding round for a sports app.
Mammut owner explores €500m sale
Jacobs Capital seeks €500m+ for 162-year-old Swiss mountain sports brand as outdoor market consolidation accelerates with increased M&A activity.
Nike sells Rtfkt but retains presence in digital goods
Nike sold NFT brand Rtfkt to an undisclosed buyer in December, while facing a class-action lawsuit alleging a “rug pull” on investors.
Anta reportedly eyes Pinault’s Puma stake
China’s Anta Sports Products has offered to buy 29 percent of struggling German sportswear firm Puma from France’s Pinault family, Reuters reports. The offer, made weeks ago with financing secured, had been expected to exceed €40 per share but talks have stalled.
Fairfax takes 22% stake in Under Armour
Toronto-based investment firm Fairfax Financial Holdings has disclosed a 22 percent stake in Under Armour, totaling approximately 42 million shares.
Japan trader Marubeni acquires Gola owner
Japanese trading house Marubeni has acquired British footwear brand owner Jacobson Group, adding heritage brand Gola to its RGB-anchored lifestyle brand platform.
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