The Avenue Sports Fund, the sports investment arm of the Avenue Capital group, has made further moves in women’s sports by investing in Mercury/13, the multi-club ownership (MCO) group focusing specifically on women’s teams.
Through the investment, Avenue Sports will support Mercury/13 in building out its MCO portfolio by acquiring women's soccer franchises in Europe and “accelerating their commercial trajectories.”
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Earlier this year, Como Women, of Italy’s top-tier Serie A Femminile, were the first club acquired by Mercury/13.
The group is now targeting a club in England for its next purchase, describing it as “the top priority market in its strategic focus on acquiring professional teams across Europe.”
Mercury/13 had initially planned to make Lewes, a club competing in the second tier of the English women’s soccer pyramid, their opening club purchase, late last year. However, talks came to an amicable halt in November over Mercury/13’s plans to only invest in the women’s side – Lewes also has a non-league men’s team at the club.
The group is backed by former England international Eniola Aluko, former FIFA chief innovation officer Luis Vicente, and prominent UK businessman Sir Martin Broughton, among others.
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By GlobalDataWhen it launched in early 2023, Mercury/13 announced its intention to – eventually – spend $100 million in buying up women’s clubs from Europe and Latin America.
It is understood that the company would like to own one club from each of the main four women’s leagues across Europe, as a final point.
In September, Mercury/13 secured a sizeable investment from former Italian international Giorgio Chiellini.
In conjunction with the Avenue Sports investment, Lauren Holiday, the former US women’s national team player, will join Mercury/13's board of directors.
Holiday currently serves as an athlete adviser to the Avenue Sports Fund, which was launched in 2023.
Victoire Cogevina, Mercury/13's co-founder and co-CEO who leads all commercial, branding, and marketing matters, said: “Our partnership with Avenue Sports Fund, coming just a year into Mercury/13's journey, will help accelerate our original vision.
“Now is the time for forward-thinking sponsors to work with us to continue creating exciting IP, innovative formats, and experiences that put women at the center.”
Marc Lasry, Avenue Capital Group's chairman, CEO, and co-founder, added: “Avenue is thrilled to commit to women's football by joining with Victoire, Mario, and the team to identify potential investments in women's football clubs across Europe.
“Mercury/13's mission to inspire a global female audience is an essential one, and the company's investment in and transformation of Como Women has been impressive. We welcome the opportunity to expand our involvement in this dynamic sport at this important juncture.”
Avenue Sports strategically focuses on women’s sports and recently invested in Unrivaled, the new 3×3 professional women’s basketball league set to launch in the US in January.
The firm has over $12 billion in assets under management.
