LVMH-backed private equity firm L Catterton has launched a $500m investment vehicle in partnership with a group of high-profile athletes, aiming to capitalise on the commercial influence of sports figures in consumer markets, according to a report by the Financial Times.
The fund, developed alongside investor Mark Patricof, will focus on consumer-facing companies and seeks to leverage the visibility and endorsement power of professional athletes to help drive brand growth and portfolio company performance.
Participants in the vehicle include NBA star Kevin Durant, MLB player Mike Trout, golfer Patrick Cantlay, NFL quarterback Joe Burrow, baseball pitcher Logan Webb and WNBA player Sophie Cunningham, alongside influencers such as Livvy Dunne. Collectively, athletes have already committed more than $50m alongside L Catterton and its partners.
The strategy reflects a broader push by private equity firms to integrate cultural and media influence into investment approaches, particularly in the consumer sector, where brand perception and celebrity association can materially affect growth.
L Catterton, which focuses on consumer brands and has invested in companies such as Birkenstock, Solidcore and Dishoom, said its research shows athletes are among the most trusted public figures in shaping consumer behaviour amid shifting media and technology dynamics.
The fund, named “Champ” (Champion Athlete Managing Partner), underscores the increasing crossover between professional sport, entertainment and private capital.
The initiative also builds on wider connections between LVMH and the sports industry, including sponsorship of the 2024 Paris Olympic Games and a long-term partnership with Formula 1 through its Louis Vuitton and Moët & Chandon brands.
