Apollo Global Management plans to commit around $6bn to its recently launched sports-focused investment unit, Apollo Sports Capital (ASC), a significant increase on the original $5bn the firm said it was aiming to deploy, according to a report by Sportico.
ASC, launched in September 2025, targets credit and hybrid investment opportunities across sports franchises, leagues, venues, media, and events. Unlike traditional private equity funds with finite lifespans, ASC operates with permanent capital, allowing Apollo to pursue long-term investments in an industry with uneven cash flows. Last year, ASC acquired a majority stake in LaLiga club Atlético Madrid.
Marc Rowan, Apollo’s co-founder and CEO, said the sports strategy could generate $30–50bn in origination opportunities, reflecting potential deals where Apollo may provide financing or make equity investments. The unit is led by Al Tylis, with Sam Porter as chief strategy officer and Rob Givone and Lee Solomon as co-portfolio managers.
Apollo’s sports initiative is part of a broader diversification strategy, with the firm targeting multiple growth channels, including individual investors, insurance, and 401(k) assets. The firm reported assets under management of $938bn at the end of 2025, up nearly 25% year-on-year.
The move underscores the increasing interest of alternative asset managers in sports as an investable sector. TPG, for example, has also launched a sports investment platform in partnership with golfer Rory McIlroy, highlighting the trend of private markets targeting profess.
