The NFL now owns a piece of its official combine partner.
League owners approved an investment in sneaker and apparel company NOBULL last week. The company struck a deal in October to become the official training partner of the NFL Scouting Combine.
- NFL owners also agreed to add $5 million each — $160 million total — into 32 Equity, the league’s investment fund.
- That injection brings the total amount invested by owners in 32 Equity to $256 million, not including redeployed income.
- NOBULL was valued at $500 million for a fundraise in April 2021.
Piece of the Action
The NFL has made a habit of investing in the companies it partners.
Since its founding in 2013, 32 Equity has invested in the NFL’s data provider Genius Sports, athlete recovery device company Hyperice, and software companies Appetize, Skillz, and Strivr, all of whom work with the league.
On Location Experiences, which provides hospitality services at the Super Bowl, was valued at $660 million in a majority sale to Endeavor, following an investment by 32 Equity.
In April, the league invested a reported $320 million in Fanatics at a $27 billion valuation. The company has relationships with the league as a retailer and collectibles provider, as well as a sports betting deal with the Washington Commanders.
Fanatics was valued at $31 billion following a $700 million fundraise earlier this month.
![Feb 15, 2025; Montreal, Quebec, CAN; [Imagn Images direct customers only] Team United States forward Matthew Tkachuk (19) and Team Canada forward brandon Hagel (38) fight in the first period during a 4 Nations Face-Off ice hockey game at the Bell Centre.](https://frontofficesports.com/wp-content/uploads/2025/02/USATSI_25429594_168416385_lowres-e1739674194139.jpg?quality=100&w=1024)
