Want to know where football's big money is flowing in 2025? Sports investment experts have revealed what they're buying, selling, and holding onto in the beautiful game.
Soccer is looking like a smart bet for investors, especially with the North American World Cup just around the corner.
Football's Rising Stars: Women's Game and Creator-Driven Leagues
Women's football continues its impressive climb, with advertising spending up a massive 139% year-over-year. The NWSL (National Women's Soccer League) was specifically highlighted as a key growth area by multiple investors.
Brian Kopp from Ryan Sports Ventures is particularly bullish on U.S. soccer fandom. He points to Lionel Messi's impact on MLS and the NWSL's expansion to 16 teams by 2026 as signs of football's growing momentum in America.
"We're finally seeing real market traction and fandom," Kopp said. The approaching 2026 World Cup hosted across North America is further fueling this growth.
Creator-driven football initiatives are also drawing serious investor attention. Courtside Ventures has already backed Baller League, an innovative six-on-six soccer league distributed through streaming platforms.
These new formats combine the popularity of football with the built-in audiences of content creators. This approach helps accelerate growth much faster than traditional league models.
What's On Hold: European Clubs and New Leagues
Not everything in football is getting the green light from investors. Many are cautious about European football clubs outside the UK.
"The Premier League is already the Super League and a natural magnet for global and American fandom," said Greg Bettinelli of The Chernin Group. This suggests betting markets might continue to see Premier League dominance over other European competitions.
Investors are also watching new twists on existing sports with interest but caution. Several modified sports formats have launched with strong viewership, but there are questions about long-term sustainability.
The traditional ticketing experience is one area that's seen as ripe for disruption. Legacy platforms like Ticketmaster are described as "cumbersome" and "difficult to share" by industry experts.
For football fans and bettors alike, these investment trends offer valuable insights. The growing popularity of women's football suggests increasing betting markets and opportunities in that space.
The World Cup 2026 effect is already being felt, with soccer-related businesses seeing heightened interest. This tournament could create a betting boom unlike anything we've seen before in North American football markets.
As Deloitte projects global revenue for women's sports to reach $2.35 billion in 2025, it's clear that football's financial future is bright, diverse, and increasingly digital.
