Flagship practice

Flagship practice

Sport is becoming an institutional asset class. We help clubs, leagues and rights holders navigate that shift — raising capital on the right terms, and making more of the commercial assets they already own.

experience

We have provided financial consultancy, including capital raising work, for professional football clubs across the Premier League (UK), Bundesliga (Germany), Série A (Brazil), Primeira Liga (Portugal), La Liga (Spain) and Ekstraklasa (Poland) — and for organisations, rights holders and suppliers in cricket, motorsport, basketball and obstacle course racing.

capabilities

We advise sports organisations on which capital provider suits their situation — private equity, private credit or revenue-based finance — and on what terms, then support the process through to completion.

We review distribution across broadcasters, OTT and agencies, identify unsold and under-sold rights, and help define content and digital distribution strategy.

We support the use of fan, audience and media data to inform commercial decisions, and screen the sports-tech market for solutions that drive engagement and new revenue.

Joint venture

Since 2024, Generus Capital has worked in a joint venture with SMRF Capital, whose founding partners — Claude Ruibal, Marcus Luer and David Saab — bring decades of senior experience across global sports media, sports marketing and capital markets, including leadership roles at Google/YouTube, Total Sports Asia and J.P. Morgan.