Why this is useful to read:
Shows how to structure a sports franchise for profitability and scale
Quickly breaks down a $125M valuation playbook in an emerging league
Reveals how to build fan engagement without relying on legacy audiences
Highlights 2 media tactics that convert & entertain
Larry Ellison said his goal is to make SailGP the best sports league on the planet, in the opening line of the Uncharted docuseries.
This week we spoke with Mike Buckley: a 2x world champion sailor and co‑owner of the USA SailGP Team.
Mike purchased the team in 2023 from Larry Ellison.
👇 How Mike built a $125M-valued franchise in a 7‑year‑old league
📌 What Makes This Product Scalable
1. Only one U.S. team exists = scarcity drives premium sponsorships and long‑term franchise value.
2. $10M Spend Cap = investors know their worst‑case cost base, unlike traditional teams with runaway losses.
3. Partnership w/ FanCapital = enables first‑party fan data capture, giving sponsors measurable ROI and new revenue channels.
4. 14 races in major markets = U.S. brand monetizes internationally, even to non-sailors ( 90%+ non-sailor fan base).
5. 5G cameras + Uncharted docuseries = proven model for turning niche sports into mainstream properties (like F1).
“What’s really exciting about our fan base is over 90% of our fan base are not sailors. They’re just racing fans.”
EY projects experiential entertainment investments to exceed US$350B by 2030. This signals opportunity for emerging sports leagues. I find it interesting to learn how they capture new fans globally and monetize hospitality by turning events into lifestyle experiences. Together with positioning themselves as investable assets.
Next week: a conversation with the CEO of a newly launched sports league that just closed a $15M raise.
Best,
Edoardo Grandi
