Velocity Capital Management is investing more than $100m in Unique Sports Group, a leading London-based football talent agency representing over 350 players.

The deal marks the largest investment to date for the New York-based private equity firm and underscores growing private equity interest in the sports infrastructure space.

The capital will support Unique’s expansion strategy, which includes acquisitions, entry into new markets, and the launch of new verticals, including women’s sports. Among its clients are West Ham’s Aaron Wan-Bissaka, Tottenham’s Brennan Johnson, and Arsenal’s Ethan Nwaneri.

“We’re not investing in teams; we’re investing in these essential infrastructure businesses around the space,” said David Abrams, Managing Partner at Velocity. “So if there is a change in the world economy and recession or trade war, it doesn’t really matter.”

Founded in 2022, Velocity is targeting $500m for its debut fund and currently manages $256m. Rather than pursue passive stakes in franchises, the firm focuses on operating partners across sports, media, and entertainment with traditional private equity return profiles. Its portfolio includes Elevate, Parella Motorsports, Videocites, Camp, and the X Games.

Abrams, formerly Chief Investment Officer at Harris Blitzer Sports & Entertainment, said the economics of football’s transfer market offer a key advantage for agencies. Unlike US sports agents, football agents can earn a share of club-to-club transfer fees in addition to commissions on player salaries.

Unique CEO Will Salthouse said the investment positions the firm to remain independent and competitive. “Adding verticals that can go and compete with [bigger agencies], that’s my vision,” he said.

The move comes as sports M&A accelerates globally. In 2024 alone, private equity firms were involved in nearly half of all 410 sports transactions, according to Oaklins. Velocity’s approach, anchored in strategic operational roles rather than minority ownership, reflects a growing shift among PE firms seeking more resilient, long-term returns in the evolving sports landscape.

Source: Forbes