Baller League, the digital-focused six-a-side soccer competition launching internationally in 2025, has secured major investment from Portugal-based private equity firm Apex alongside a host of high-profile soccer players.
Apex is part of an overall investment of €23 million ($24.1 million) in series A funding into the competition, which is entering the UK and the US this year, with EQT Ventures leading the funding round, and Courtside Ventures also participating.
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Baller League has already conducted two seasons in Germany and is expanding to the UK in 2025 (expected to launch by the end of March) with the backing of several popular social media and streaming personalities like KSI and soccer legends such as Luis Figo and Ronaldinho.
A prior funding round conducted by the competition in 2024 generated $8 million in investment.
As confirmed to Sportcal (GlobalData Sport) by Apex chief executive António Caçorino, the series A funding provided by Apex will be utilized to expand the Baller League’s operations, scaling production operations and hiring more staff to support the international expansion in two major new markets, as well as covering the operational costs of its matchdays.
In the short term, this will mean the establishment of the Baller League in the UK as a means to consolidate its standing in Europe, as well as the US Baller League coming as a method of capitalizing on a potential soccer boom period in the country owing to the scale of events it will host in the coming years.
Speaking to Sportcal, Caçorino explained why the firm targeted the Baller League for investment, stating: “When Baller League launched in Germany, it averaged impressive numbers across digital platforms. Those numbers alone made it commercially attractive for blue-chip brands, who ended up sponsoring Baller League.
“This success is a strong indicator that there will be a similar behavior in geographies where there is a robust soccer culture and digitally engaged communities, such as the UK and the US.”
He continued: “The most compelling evidence came from the 3 million average viewers tuning in on [streaming platform] Twitch during matchdays and the 1.2 billion impressions across all media platforms. These numbers of engagement for a new concept are highly encouraging for an investor.”
The Apex fund is athlete-focused, drawing from across sports but in this case particularly soccer under the premise that athletes make the best sports investors.
Apex’s investment in Baller League comes with some major names attached including Manchester United's Mason Mount, his club teammate and Portugal international Diogo Dalot, fellow Portugal stars Diogo Jota of Liverpool, Andre Silva of RB Leipzig, and Turkey and Brighton star Ferdi Kadıoğlu.
On the athlete-to-investor model, Caçorino states: “That's one of Apex’s unique competitive advantages, our athlete-investors are really committed to engaging at different levels, not just attending matchdays or promoting on socials, but more importantly, sharing insights and their expertise to enhance the Baller product.
“The athletes will help bridge the professional elements of football with Baller League’s raw, mass-participation philosophy, creating a powerful synergy.”
Baller League is Apex’s second major soccer investment, following the firm’s purchase of a minority stake in Italian soccer side Venezia in mid-2024.
Venezia, currently in the top-flight Serie A, has thus far collaborated with Apex to enhance its business strategies. Caçorino reveals that in the future that could also involve the Baller League, explaining: “Baller League and Venezia FC share a unique ability to tell the story of football in a way that resonates with both traditional fans and, more importantly, new audiences.
“For example, teenagers might discover football through Baller League’s dynamic format, and as their passion for the sport grows, they could connect with a club like Venezia, which intersects with culture, lifestyle, and digital innovation—much like Baller League.
In 2024, Apex announced the second closure of its Elite Performance Venture Capital Fund with €50 million of investment secured from several high-profile athletes from across the sporting world.
The investors include Brazilian soccer legend Marcelo, England rugby union captain Maro Itoje, cycling’s Tour de France winner Demi Vollering, and former MotoGP rider Cal Crutchlow.
With 18 investment deals agreed thus far, Apex will utilize the latest funding to continue its investments in “innovative” firms at all levels of the funding stage from pre-seed rounds through to Series A.
