J.P. Morgan: Sports is a Top Investment Focus for Billionaires
Sports have become a leading area of focus for billionaires, not just as a passion but a legitimate asset class, according to a report by J.P. Morgan.
One-fifth of billionaire principals worldwide now own a controlling stake in sports teams, according to a study entitled «2025 Principal Discussions Report» by J.P. Morgan’s 23 Wall Team which provides institutional coverage for the top families that the bank serves. This compares to just 6 percent in 2022. 34 percent also invest in stadiums and teams.
In fact, sports was ranked as the fourth leading key sector for investments, behind real estate, technology and energy.
Related Hobbies and Interests
It’s therefore no surprise that billionaires' favorite pastimes are related. On the top 10 hobbies and interests they are most passionate about, six are athletic activities, including tennis, snow sports, golf, gym and working out, fishing, and cycling and biking.
«With US and European franchises valued at about $400 billion and the total value of sports M&A and investment increasing eightfold over the past five years, this asset class has transcended fandom,» the report said. «For many principals, ownership is both a strategic and emotional endeavor – a way to align family unity, institutional capital and generational legacy around shared passion and enduring value.»
Defining Success
While investment returns matter, respondents highlighted that other areas were more valuable to them. More than 90 percent believe time, health, and relationships – not money – are the real measures of a meaningful life. Nearly 85 percent define success by their ability to «help others move forward» with a strong emphasis on creative thinking and values-based leadership.
«Principals remind us that prosperity is about much more than financial capital. Their perspectives challenge us all to rethink what it means to build enduring wealth, placing purpose, connection, and stewardship at the very heart of their journey,» said Andrew L. Cohen, executive chairman, global private bank, J.P. Morgan.
The report was based on in-depth discussions between March and August 2025 with 111 families from 28 countries with a combined net worth exceeding $500 billion.
