Making Your Mark in Sports Team Investing: A Guide for Regular Investors

Investing in sports teams has traditionally been the domain of the ultra-wealthy and accredited investors. However, the landscape is shifting, offering new pathways for everyday people to gain exposure to the sports industry without requiring an accredited investor status or substantial net worth.

The Stock Market Route: Direct Team Ownership Exposure

One of the most straightforward methods for regular investors to gain exposure to professional sports is through publicly traded companies that own or operate major teams. If you already have a brokerage account, you can directly acquire shares in these organizations.

Madison Square Garden Sports Corp. (MSGS) represents one prominent option, trading on the NYSE. The company operates two of the most iconic franchises in American sports — the New York Knicks (NBA) and New York Rangers (NHL). This dual-team ownership structure provides diversified sports revenue streams.

For soccer enthusiasts, Manchester United (MANU) offers an attractive entry point. Also listed on the NYSE, the club generates revenue through multiple channels: premium ticket sales, global merchandise distribution, and lucrative broadcasting rights through the Premier League. The international fanbase provides steady revenue regardless of annual performance.

Atlanta Braves Holdings (BATRA), trading on the Nasdaq, presents a baseball alternative. This company controls the operational side of the Atlanta Braves, one of Major League Baseball’s most established franchises. The holding structure also encompasses stadium-related assets, providing additional revenue diversification beyond game day operations.

The Collectibles Alternative: Building Wealth Through Memorabilia

Beyond traditional stock market investing in sports teams, memorabilia and sports collectibles have emerged as a legitimate alternative investment class. This avenue allows fans to combine passion with potential financial appreciation.

The range of collectible options is extensive — authenticated autographed merchandise, vintage trading cards, game-worn jerseys, championship rings, and historically significant artifacts. Rare items in excellent condition can appreciate substantially over time, with sellers capturing gains upon market sale.

Market projections underscore the growing legitimacy of this sector. Industry analysis suggests the sports memorabilia market could expand to approximately $227.2 billion by 2032, representing explosive growth from its $26.1 billion valuation in 2021. Major auction houses like Sotheby’s now dedicate entire events to sports collectibles, signaling institutional-level market maturity.

Evaluating Your Investment Strategy

Regardless of your chosen approach — whether acquiring shares of publicly traded sports entities or building a memorabilia portfolio — thorough due diligence remains essential.

For stock-based investing in sports teams: Recognize that these holdings typically exhibit greater price volatility compared to broad market indices like the S&P 500. This characteristic makes them more suitable for investors with longer time horizons and higher risk tolerance. The sports industry’s cyclical nature and team performance dependency introduce variables absent from traditional equity investments.

For memorabilia investing: Several considerations warrant careful attention. Authenticity verification is paramount — counterfeit items remain prevalent in this market. Storage and preservation requirements can escalate costs significantly beyond the initial purchase price. Additionally, selling through auction houses introduces commission fees that reduce net proceeds.

Before committing capital, honestly assess your financial objectives and risk appetite. Determine whether investing in sports teams aligns with your broader wealth-building strategy. Consider your investment timeline, available capital that you can afford to lose, and whether potential returns justify the additional risk these assets introduce to your portfolio.

The democratization of sports team investing means opportunity now exists for motivated retail investors to participate in an industry previously restricted to institutional players and ultra-high-net-worth individuals.