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Private Equity investment in A League football THE JOURNAL OF SPORT, LEISURE & RISK WITH AN INTERNATIONAL PERSPECTIVE March 2022

Private Equity investment

in A League football

Tim Mottram, independent sports journalist

Here in Australia, private equity technology investment specialists Silver Lake have
struck the deal with the Australian Professional Leagues (APL), which is responsible
for the operation and commercialisation of the country’s professional football
competitions.

The deal is for a 30 per cent stake in
the body and is worth approximately
$130 million. The investment will be used
primarily to expand upon APL’s new The investment
digital media platform, KeepUp, which
offers a direct-to-consumer experience will be used
for fans of both Australian and
international football. Both leagues also have new naming rights primarily to
sponsors, while a new five-year collective
It’s also expected some of the funds will bargaining agreement with the player’s expand upon
be made available to clubs for marquee union Professional Footballers Australia APL’s new
player investments, with a specific was announced in September.
focus on the A-League Women and digital media
Youth competitions. Unique community Silver Lake, which is based in California,
engagement methods will also be has an estimated $US88 billion ($123.3 platform,
developed as part of the deal. billion) in assets under management and
has invested in sports regularly over the KeepUp, which
Under the terms of the transaction, the past couple of years including a $US500
APL has been valued at approximately million deal to buy a 10 per cent stake offers a direct-
$425 million. in the City Football Group — the parent to-consumer
company of English Premier League
APL took over the running of the champions Manchester City and A-League experience for
A-Leagues in an unbundling from Mens champions Melbourne City.
Football Australia in December last year. fans of both
The 2021-22 season has been the first
campaign to be fully operated under Australian and
the APL’s charge with a new broadcast
partner in ViacomCBS via Network 10 international
football.
and the Paramount Plus streaming app.

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