Billionaires’ Playground: Sports Teams Emerge as Top Asset Class Among Ultra-Rich, J.P. Morgan Reveals
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Sports have emerged as a significant investment focus for billionaires, being viewed not only as an interest but also as a viable asset class, as highlighted by a report from J.P. Morgan.
Billionaires Investing in Sports
Approximately 20% of billionaire principals globally now hold a majority share in sports teams, as revealed in a research study named “2025 Principal Discussions Report” commissioned by J.P. Morgan’s 23 Wall Team, a specialized unit providing institutional coverage to top-tier families served by the bank. This figure is a significant leap from the mere 6% recorded in 2022. Furthermore, 34% have investments in stadiums and sports teams.
In a ranking of key sectors for investments, sports came in fourth place, trailing behind real estate, technology, and energy.
The Intersection of Interests and Investments
Given the strong focus on sports, it is not surprising to find that the hobbies and interests of billionaires are closely connected. Out of the top 10 activities that billionaires are most passionate about, six are sports-related, encompassing tennis, winter sports, golf, gym workouts, fishing, and cycling.
The report pointed out the enormity of sports investment, stating, “With the combined estimated value of US and European franchises standing at approximately $400 billion, and the total worth of sports Mergers and Acquisitions and investment having increased eight times over the past five years, this asset class has gone beyond just fandom. For many principals, ownership is both a strategic and emotional pursuit – a means to unite family unity, institutional capital, and generational legacy around a shared passion and enduring value.”
Understanding Success: More than Financial Gain
While a good return on investment is important, the surveyed billionaires indicated that other aspects hold higher value for them. Over 90% believe that time, health, and relationships – rather than money – are the true markers of a fulfilling life. Nearly 85% define success as their ability to “help others progress”, laying emphasis on creative thinking and values-based leadership.
As Andrew L. Cohen, the executive chairman of the global private bank at J.P. Morgan, commented, “Principals remind us that prosperity is about much more than financial capital. Their viewpoints challenge us to reassess what building enduring wealth entails, placing importance on purpose, connections, and stewardship at the core of their journey.”
The findings of the report were derived from comprehensive discussions conducted between March and August 2025 with 111 families spanning 28 countries, boasting a combined net worth exceeding $500 billion.
Questions & Answers
What percentage of billionaire principals now own a controlling stake in sports teams?
Approximately 20% of billionaire principals globally now hold a majority share in sports teams.
What are the top sectors for billionaire investments?
The top sectors for investments are real estate, technology, energy, and sports.
What do billionaires consider more valuable than money?
More than 90% of billionaires believe that time, health, and relationships are more valuable than money. Nearly 85% define success as their capacity to “help others progress”.