Could your super soon invest in your favourite sports team?

Ryan Reynolds helped put Wrexham AFC on the map. Now the sports investment boom is drawing interest from major institutional investors, raising questions about whether super funds could one day join the game.

Australians are used to seeing their super fund's logo on AFL jumpers and stadium signs.

But some experts believe sport could become much more than a marketing opportunity, with super funds potentially investing directly in teams, sporting infrastructure and sports-related businesses.

The trend is already playing out overseas. Apollo Sports Capital has taken stakes in sporting assets including Wrexham AFC, the Welsh football club made famous by actor Ryan Reynolds and co-owner Rob McElhenney.

Ross Clare, head of research at the Association of Superannuation Funds of Australia (ASFA), believes sport is emerging as a new investment opportunity for super funds.

Why are super funds looking beyond sports sponsorships?

Drawing on discussions at the ASFA Investment Summit 2026, he says interest in sports investing has grown significantly in recent years.

"Owning a sports team was once seen as an exercise in ego and excess, no different to purchasing a luxury yacht. However, as markets evolve and super funds look for new ways to diversify, some experts are making the case for more strategic investment into our favourite pastimes," Clare says.

At the summit, industry leaders including Equip Super chief executive Luke Symons, Emergent Global chief executive Holly Ransom and Deloitte sports practice lead Sandra Sweeney discussed whether sport could play a bigger role in investment portfolios.

Historically, opportunities to invest in sport have been limited, so super funds have largely been involved through sponsorship deals with teams, competitions and venues.

Hostplus is among the most active super funds in sports sponsorships, with partnerships including the AFL, Richmond Tigers and Gold Coast Suns.

Aware Super, Cbus Super and Equip Super also have significant sports sponsorship partnerships.

How could super funds invest in sport?

But some industry leaders believe the next step could be investing in the sector itself.

"But with thousands of Australians eagerly attending sports events or watching at home each week, many funds are now looking more strategically at the sector as a means to generate profits and access new markets," Clare noted.

"First movers, the panel said, will be most likely to generate the best returns from this untapped market, but the path forward isn't clear cut."

What are the risks of sporting investments?

Clare said investors still face "considerable" barriers, including governance requirements and the reputational risks that can arise from athlete behaviour.

However, he said super funds could gain exposure to the sector through investments in sporting precincts, technology companies and other related assets.

APEX, a sports investment firm backed by professional athletes, said Australia offers strong opportunities for sports investors.

"We look at opportunities globally, including in Australia, where the sports ecosystem is vibrant and diverse. Leagues and teams across the AFL, NRL, A-League, Supercars Championship, and Big Bash League all demonstrate strong fan engagement, media rights value, and commercial potential," says APEX.

"Emerging formats, like T20 cricket innovations or new motorsports concepts, are also attracting attention.

"Our focus is on assets that combine live sporting appeal with scalable revenue models and the ability to resonate with both local and international audiences."

Interest in the sector is already growing. Last month, Swedish investment giant EQT Group acquired a majority stake in Melbourne Storm, highlighting the appetite of large investors for Australian sporting assets.

Globally, major investors are increasingly viewing sport as a serious asset class.

Apollo Global Management estimates the sector represents more than $3.5 trillion in opportunities, driven by growing media rights revenues and increasing institutional investment.

It also formed a specialised sports investment division in September last year.

Since launch, Apollo Sports Capital has swiftly acquired a majority stake in Atletico de Madrid, a first-division football club in Spain, as well as minority stakes in New York Yankees from the Major League Baseball in the US, and Wrexham AFC.

While Australian super funds have traditionally focused on sponsorships, the discussion suggests sport could eventually become another way funds seek long-term returns on behalf of members.

This article first appeared on Financial Standard

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