CVC Capital Partners has appointed Marc Allera as chairman of its newly established CVC SportsCo, a central platform designed to oversee and integrate the firm’s diverse portfolio of sports investments.

Allera, who formerly led BT Group’s consumer division and served as CEO of EE, will drive strategic coordination across CVC’s sports assets, including stakes in Six Nations Rugby, La Liga’s media rights business, and the global women’s tennis tour.

The launch of CVC SportsCo reflects the firm’s ambition to generate long-term value through a unified approach to media rights, sponsorship deals, and operational excellence. The move also aims to enhance best practice sharing across its portfolio, while positioning CVC to source additional investment opportunities in the sector.

This strategic realignment follows CVC’s history of blockbuster sports deals, including its lucrative exit from Formula One. In recent years, the firm has expanded into football, rugby, tennis, cricket, and volleyball, with its investments benefiting from rising broadcast audiences and increased youth engagement.

Allera, who also chairs CVC-backed mobile gaming company JagEx, is expected to play a key role in advancing the firm’s sports strategy. Sources cited by Sky News compared CVC SportsCo’s model to LVMH’s shared-services approach and the NBA’s Team Business Operations unit.

While SportsCo will support the broader portfolio, all sports assets will continue to operate autonomously. CVC, which owns a 27% stake in Premiership Rugby, has seen its backing help boost sponsorship income and fan growth, particularly among the 18-34 demographic.

Source: Sky News

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