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Topline
Billionaires are turning to professional sports as one of their preferred asset classes, according to a JPMorgan report that reviewed investments for more than 100 clients it says have billionaire status, noting a surge in team ownership among wealthy families is driven by both emotional appeal and strategic investment value.
OKLAHOMA CITY, OKLAHOMA – JUNE 16: Jalen Williams #8 of the Oklahoma City Thunder celebrates a dunk against the Indiana Pacers during the first quarter in Game Five of the 2025 NBA Finals at Paycom Center on June 16, 2025 in Oklahoma City, Oklahoma. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Matthew Stockman/Getty Images)
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Key Facts
JPMorgan’s Principal Discussions report released Wednesday compiled 111 interviews with wealthy individuals worth $5 billion on average, totaling nearly $500 billion combined.
The report says ownership of sports teams among the extremely wealthy is booming: 20% of respondents now hold controlling stakes in teams, up from just 6% in 2022.
Over one-third are investing to at least some degree in stadiums and teams, surpassing collectibles like art (23%) and cars (10%).
The report also found that the top areas where these families plan to invest next are real estate, technology, energy, sports, and consumer sectors—in that order.
Key Background
The trend of the ultra-wealthy diving into sports team ownership reflects the asset class’ strong performance: major U.S. franchises have seen double-digit annual growth driven by media-rights deals, sponsorship expansion and rising global demand. Top teams have even outperformed the S&P 500 over the past three decades, making sports one of the most consistent long-term investments for high net worth individuals, according to law firm Loeb & Loeb.
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