Madison Square Garden Sports, owning both the Knicks and Rangers, trades at an enterprise value of ~$6B. Given the Lakers sold for $10B, the market effectively values the Rangers at or below zero. An activist idea is to split the teams into two separate public companies to unlock this hidden value.
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Sixth Street's sports strategy views iconic teams like FC Barcelona or the New York Yankees as global consumer brands, not just local franchises. This "local to global, enabled by technology" lens opens up investment opportunities based on brand value and consumer reach, moving beyond traditional sports team valuation metrics.
Endeavor struggled to get value as a complex public company because the market didn't understand it. By merging UFC and WWE into TKO, they created a "pure play" sports entertainment company. This simpler narrative was easier for investors to value, proving a clear story can be more important than diversified assets.
Public markets punish complexity, creating opportunities. Exor's diverse portfolio of cars, tractors, luxury goods, and media is so heavily discounted that the market value of its Ferrari stake alone is greater than the entire company's market capitalization.
High-profile sports franchises defy standard financial analysis. Their valuation is driven more by their scarcity and desirability as a "trophy asset," similar to a masterpiece painting. This makes them a store of value where the underlying business fundamentals are only part of the equation.
Emanuel's agency, Endeavor, used its unique position representing global talent to identify undervalued sports and entertainment properties. By acquiring these localized assets (like UFC), they could apply their global infrastructure to unlock massive value that the original owners couldn't access, capturing 90% of the value instead of a 10% agent fee.
The investment thesis for teams like the Atlanta Braves or MSG Sports (Knicks/Rangers) hinges less on financial analysis and more on their status as "publicly traded collectibles." Their value is driven by scarcity and the ego-driven demand from billionaires who desire the prestige of ownership, making them a unique diversifier.
Certain "trophy assets," like major league sports teams, defy traditional valuation metrics. Their true worth is determined not by their cash flow, which can be modest, but by their extreme scarcity and the price a private acquirer is willing to pay for the prestige of ownership, as seen in private market transactions.
A little-known tax change effective around 2027 will prevent public companies from deducting the salaries of their top five highest-paid employees. For sports teams, this creates a huge competitive disadvantage against private teams, providing a powerful catalyst for them to be sold or taken private.
When Front Office Sports realized an investor was a "buyer, not a strategic partner," they didn't wait. They proactively found a new, more aligned investor (Jeff Zucker's Redbird IMI) and engineered a deal to buy out the previous firm, providing them a return while freeing the company to pursue a more aggressive growth strategy.
The historical advantage of simply carving out a business that a corporation undervalued is gone. Increased competition and complexity mean that without a critical eye and deep expertise, carve-outs are now just as likely to fail as they are to succeed, with average returns declining over the last decade.
