Global technology investment firm Silver Lake is purchasing a stake in Pro Football Focus, helping the analytics platform expand into other sports.
The investment is reportedly worth $50 million, putting Pro Football Focus at a nine-figure valuation, according to ESPN’s Adam Schefter.
Owned by broadcaster and former NFL player Cris Collinsworth, PFF works with all NFL teams and more than 95% of the Power Five colleges. The company initially focused on analyzing and grading players, plays, and team performance but is looking more at more opportunities to market to fantasy players and gamblers.
Silver Lake, which has around $88 billion in assets under management and committed capital, is by no means new to the world of sports.
- The firm purchased a 10% stake of Manchester City and New York FC’s holding company City Football Group for $500 million in 2019.
- Silver Lake was part of a $325 million investment round for Fanatics in August.
- The company invested in gym operator Equinox last year.
- It also owns a stake in Madison Square Garden.
The funds will assist in Pro Football Focus’ expansion into soccer with a set of tools slated to launch next year, as well as the development of a rugby product. The agreement allows Silver Lake to hold the asset for longer than a traditional private equity fund.
