• Loading stock data...
Sunday, October 5, 2025

Private Equity’s Youth Sports Push Continues With MaxPreps Deal

The private equity industry’s push into youth sports continued with a new deal for high school sports information provider MaxPreps.

Baseball action between South Fork High School at St. Lucie West Centennial on Wednesday, April 2, 2025, in Port St. Lucie. Centennial wins in the top of the the 7th inning, 6-3.
Imagn Images

It’s well-known how deep the private equity industry has been pushing into professional sports — from the NFL and NBA to the rocketship that is pro women’s sports. Always hungry for the next area that can generate strong financial returns, PE players have naturally turned their attention to another realm: high school sports.

The latest PE push into high school and other youth sports came with a deal announced Wednesday, under which KKR-backed PlayOn will pick up high school sports information provider MaxPreps.

The deal, which sees Paramount’s CBS Sports selling MaxPreps to PlayOn, will “transform the high school fan experience,” according to a statement. Together with PlayOn’s other high school sports-focused brands—GoFan and the NFHS Network—the transaction will form a single online platform that offers ticketing and live streaming capabilities and provides scores, data, rosters, highlights and more, allowing fans to keep tabs on their favorite high school teams and student-athletes. 

MaxPreps features information about 29 different sports, from basketball, baseball, soccer and football to badminton, fencing, gymnastics and archery. The platform covers roughly 28,900 high schools across all 50 U.S. states, according to B.J. Pilling, president of PlayOn.

“We wanted to amplify the experience for high school sports fans,” Pilling tells Front Office Sports. “That’s hard to do without the iconic brand that is MaxPreps.”

Financial terms of the transaction were not disclosed. A representative for Paramount declined to comment, and a representative for KKR did not immediately respond to a request for comment.

The deal comes a few years after KKR made a “significant investment” in PlayOn back in 2022, joining the company’s existing private investor Panoramic Ventures, according to a statement from the time. The process of buying MaxPreps took nearly a year to “finally get over the finish line,” says Pilling, and PlayOn had to outlast competitors who also had interest in acquiring the business.

“Any deal has its bumps and turns,” he says. “CBS Sports was great in the process, there was mutual agreement that this is the right home for MaxPreps.”

The deal underscores a recent youth sports boom in the private equity world. KKR is also invested in youth sports management platform LeagueApps, for example. Last year, meanwhile, PE veterans Josh Harris and David Blitzer formed Unrivaled Sports, a parent organization to house numerous youth sports assets, such as Ripken Baseball and Cooperstown All Star Village. Other examples from last year include a $100 million investment into League One Volleyball, which owns junior volleyball squads across the U.S., in a funding round led by Atwater Capital, as well as a $25 million capital injection from Five Elms Capital into 360Player, which offers a sports management software for youth sports teams.

The push into youth sports could be cause for concern for some, as there is a public perception that PE firms are so focused on financial gains that they fail to provide the appropriate support to keep portfolio companies running strong.

While Pilling says he can’t speak to the broader public concern about PE getting into youth sports, or the general idea that PE players can leave portfolio companies overleveraged once they exit, he can speak to his specific experience with KKR. 

“They’ve been nothing but professional and first class,” he says. “They’ve been able to provide great connections and value, and really helped us get to the point we’re at today where we have the opportunity to build something great.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Blake Bortles appears set to exit Jacksonville with a career 24-49 record.

Private Equity’s Sports Push Has Entered Overdrive

Athletes like Blake Bortles and Rob Gronkowski are diving into sports investing.
Louisville’s Miller Moss and several of his teammates stopped by Olympus Gaming Lounge to play EA Sports College Football 26 with fans for a meet and greet. July 11, 2025

Saudis, Silver Lake, Jared Kushner Take EA Private in $55B Deal

Electronic Arts makes “Madden,” “EA Sports College Football,” and more.

Paramount+, CBS Land Dana White’s Zuffa Boxing in 5-Year Deal

The CBS Sports parent company expands its relationship with TKO Group Holdings.
Sep 21, 2025; Foxborough, Massachusetts, USA; New England Patriots wide receiver Kyle Williams (18) completes a pass during the third quarter at Gillette Stadium.

Patriots Become Fourth NFL Team to Add Private-Equity Investor

The minority stake sales value the team at more than $9 billion.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Saudi Arabia’s Public Investment Fund (PIF), one of several premier sponsors for the BNP Paribas Open tennis tournament, as seen on Stadium 2 at the Indian Wells Tennis Garden in Indian Wells, Calif., on March 14, 2024.

The Australian Soccer Player Running Saudi PIF’s SURJ Sports

SURJ Sports CEO Danny Townsend says there is “genuine commitment” to social change.
Napoli Basketball
September 25, 2025

Napoli Basketball, Campobasso Owner Charts Conglomerate Plan

Matt Rizzetta’s new corporate entity will house multiple pro teams and real estate assets.
September 30, 2025

Jozy Altidore: Becoming an NFL Owner Is Like Going Back to School

Altidore owns stakes in the Bills and the NWSL’s Bay FC.
Sponsored

How Soccer Star Jozy Altidore Became a Buffalo Bills Owner

Jozy Altidore discusses building a business legacy off the field.
Shaedon Sharpe
September 24, 2025

RAJ Sports Sues Over Sale of Blazers Minority Stake

The Kings minority owners claim the Cherng Family Trust breached an agreement.
September 23, 2025

PrizePicks Sells $1.6B Stake, Launches Prediction Markets Business

PrizePicks’ CEO believes it is “the next $40 billion company in the U.S.”
Sep 11, 2025; Green Bay, Wisconsin, USA; General view of Amazon Prime Thursday Night Football signage prior to the game between the Washington Commanders and Green Bay Packers at Lambeau Field.
September 22, 2025

Amazon Keeps Pouring Gasoline on Its Sports Strategy

Sports media rights are an area of massive investment for the company.
September 19, 2025

On Location Gears Up for ‘104 Super Bowls in One Month’

The hospitality company curates events for the NFL, NCAA, FIFA, and more.