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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

 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
 and the Paramount Plus streaming app.

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