KKR-backed PlayOn has acquired MaxPreps from Paramount’s CBS Sports, further cementing private equity’s aggressive expansion into the youth sports market. 

While the transaction value remains undisclosed, the deal will integrate MaxPreps with PlayOn’s GoFan and NFHS Network to create a centralised platform for high school sports. The unified offering will provide fans with ticketing, live streaming, scores, rosters, data, and highlights across 29 sports and nearly 29,000 U.S. high schools.

PlayOn’s president, B.J. Pilling, described MaxPreps as “an iconic brand” and said the acquisition took almost a year to complete. He added that PlayOn had to surpass several rival bidders to secure the deal.

KKR initially made a significant investment in PlayOn in 2022, joining Panoramic Ventures as a backer. The firm has also invested in youth sports management company LeagueApps, underscoring a broader trend among private equity players targeting scalable, tech-enabled platforms within the booming youth sports sector.

Other notable moves in the space include a $100m investment in League One Volleyball led by Atwater Capital, and a $25m injection from Five Elms Capital into youth sports software firm 360Player.

Despite public concerns around private equity’s focus on financial returns, Pilling highlighted KKR’s value and professionalism, noting their role in driving PlayOn’s growth and helping execute the MaxPreps acquisition.