Velocity Capital Invests Over $100 Million in Unique Sports Group

Velocity Capital Management, a New York-based private equity firm, is making a strategic investment of more than $100 million to acquire an ownership stake in Unique Sports Group (USG), a leading UK-based soccer talent agency. USG represents over 350 athletes across Europe's top soccer leagues, with clients' total transfer market values surpassing £1 billion ($1.3 billion), and has expanded into cricket as well. The investment aims to support USG's growth strategy, including acquisitions, expanding into new markets, and potentially entering women's sports. Velocity, which focuses on active partnerships in the sports, media, and entertainment sectors, will leverage its expertise and network to help USG pursue both organic expansion and strategic M&A. The deal reflects a broader trend of private equity firms investing in sports agencies and related businesses rather than directly in sports teams. USG will also benefit from collaborations with other Velocity portfolio companies, such as Elevate Sports Ventures and Videocities, to enhance club relationships and monetize player content.