Famous faces buy into F1

Ryan Reynolds has become an investor in the Alpine F1 team, joining fellow celebrities Rob McElhenney and Michael B. Jordan in a group injecting more than $200 million into the outfit — Reynolds' second sporting investment after Wrexham AFC.

A growing trend

Celebrity and institutional ownership in sport is accelerating: David Beckham holds a stake in Inter Miami, Kevin Durant owns a pickleball team, and sovereign wealth funds like Saudi Arabia's PIF are backing sporting codes globally. Sport's uniquely resilient fanbase — supporters who keep showing up through heartbreak — makes it an unusually attractive asset class, with 83% of senior sports executives expecting institutional investment to keep growing over the next three to five years.

As more high-profile investors enter the space, the organisations built to handle the commercial complexity that comes with it — data, partnerships, fan engagement — stand to benefit most.