Management
We bring together specialists in the sports investment and advisory space. Our team has built deep relationships with the sports investors, private equity funds, HNW and family offices who are driving capital into sport globally—and has the expertise to navigate complex, cross-border mandates from origination to close.
Sports Investment Specialists
The Team
Adam Sommerfeld
An alumnus of University College London and Managing Partner at Certus Capital Partners, Adam brings deep expertise across 15+ years in sports investment & advisory to an exclusive clientele of UHNW investors, family offices and institutional funds seeking access to compelling opportunities across the global sports sector.
Adam is responsible for sourcing, evaluating, executing, and managing investments for the Sports strategy and has previously closed transactions across Premier League Football teams, MMA organisations, high profile Tennis tournaments and European Rugby Teams.
Managing Partner
Antony Sommerfeld
Associate Partner with a career spanning capital introductions, M&A and deal advisory. Educated at Imperial College London and UCL, with advanced training at Cambridge, Oxford and MIT, Antony brings rare analytical depth and entrepreneurial breadth to the sports investment team.
Antony directs investment strategy and governance, alongside transaction guidance. Some of his recent mandates include NHL minority interests, a Serie A LP position and a prominent E-Sports M&A mandate.
Managing PartnerLauren Standridge
Vice PresidentLauren specialises in investment origination, investor engagement and strategic advisory across the global sports sector. She works with club owners, institutional investors, family offices and strategic partners to develop opportunities, connect capital with rights holders and support transactions across the sports ecosystem. Lauren combines a relationship-driven approach with deep industry knowledge to help clients navigate complex transactions and achieve long-term value creation. Recent mandates include a Serie B Limited Parter position, a Premier League Special Purpose Vehicle construction and a WNBA minority interest.
Guy Newman Allen
Vice PresidentGuy is focused on advising clients around capital raising, transaction structuring and strategic investment opportunities across the international sports ecosystem. He works with club owners and buy side investors to help originate, evaluate and execute transactions, providing practical advice throughout the investment lifecycle. Guy combines commercial insight with a collaborative approach, helping clients manage intricate deal structures across teams, league, and events mandates. Recent engagements include a US Soccer majority buyout in the USL League, a high-profile sale of a US Esports team and an EFL Championship preferred equity interest.
Our Values
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We pride ourselves on our commitment to securing investment for our clients. With each engagement, we dedicate our time to fully understanding our client’s business and their capital objectives. We “join the team”.
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With our boutique structure, we are able to focus our resources intensively on each fundraising mandate to map out the specifically defined investor landscape and focus on capital alignment.
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We maintain relationships with +90% of investment funds currently deploying capital into the Sports & Wellness sectors. We understand the “pulse” of the market and the appetite of our funds. We actively approach every suitably aligned investor to highlight our clients project until a term sheet is secured or there is a strategic shift.
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We provide full support throughout the engagement process, delivering insight into market assessment and assisting you throughout the origination, due diligence, term sheet / SPA and transaction closing, stages. We make strategic recommendations to provide each venture with the highest likelihood of success.