Unlocking Ownership: How to Invest in Publicly Traded Sports Teams

Introduction: The Rise of Publicly Traded Sports Teams

Professional sports teams have long captivated fans with their exhilarating performances and rich history. While most franchises remain privately owned, a select group of sports teams have taken the bold step of becoming publicly traded entities. This unique ownership model allows everyday investors and passionate supporters to directly participate in the financial success of their favorite teams. In this comprehensive guide, we explore the landscape of publicly traded sports teams, how you can invest, and what to consider before making a move into this niche market. [1]

What Does It Mean for a Sports Team to Be Publicly Traded?

A publicly traded sports team is a franchise whose ownership shares are available for purchase on a stock exchange through a parent corporation or holding company. This structure provides fans and investors access to the team’s financial growth and business operations, often through shares of the parent company that owns one or more teams. [3] The majority of sports teams globally are privately held, but a handful have pursued public listings to raise capital, increase transparency, or broaden their fan engagement.

Current Publicly Traded Sports Teams Around the World

As of 2025, there are several notable publicly traded sports teams and organizations accessible to investors. The following franchises are among the most prominent: [1] [2] [3]

Soccer (Football) Clubs

Manchester United (NYSE: MANU): One of the world’s most famous football clubs, Manchester United plc trades on the New York Stock Exchange. Investors own a stake in the club’s commercial activities and global brand. [3]
Juventus (BIT: JUV): The Italian powerhouse trades on the Borsa Italiana, giving fans a direct investment opportunity. [2]
Borussia Dortmund (DB: BVB): Germany’s Borussia Dortmund is traded on the Frankfurt Stock Exchange. [3]
AFC Ajax (AEX: AJAX): Dutch soccer club Ajax is listed on Euronext Amsterdam. [2]
AS Roma (BIT: ASR): The Rome-based club is publicly traded in Italy. [2]
SS Lazio (BIT: SSL): Another Italian club listed on the Borsa Italiana. [5]

North American Franchises

Atlanta Braves (Nasdaq: BATRA, BATRK): The MLB team is owned by Atlanta Braves Holdings, Inc. and trades on the Nasdaq. [3] [1]
New York Knicks & New York Rangers (NYSE: MSGS): Both teams are part of Madison Square Garden Sports Corp., which is publicly traded. [1]
Toronto Blue Jays, Toronto Maple Leafs, Toronto Raptors: These Canadian teams are owned by Rogers Communications (TSX: RCI, NYSE: RCI), a publicly traded media conglomerate. [3] [1]

Other Sports Entities

Liberty Media (Nasdaq: FWONA, FWONK): Owns Formula 1, offering exposure to the racing industry. [4]
TKO Group (NYSE: TKO): Parent company for UFC and WWE, trading on the New York Stock Exchange. [4]

Special Case: The Green Bay Packers

The Green Bay Packers are unique in American sports: they are publicly owned but not publicly traded. More than 360,000 shareholders hold over 5 million shares, but these shares cannot be traded on any exchange and do not offer dividends or resale value. Instead, the Packers operate as a nonprofit entity, providing fans with a sense of ownership and participation without the opportunity for financial gain through stock appreciation. [2]

How to Invest in Publicly Traded Sports Teams

If you are interested in owning a piece of your favorite team, here are actionable steps to get started:

Identify the Parent Company: Most teams are traded via a parent company. Research which holding company owns your team of interest. For example, Madison Square Garden Sports owns the Knicks and Rangers. [1]
Choose a Brokerage: To buy shares, you need an account with a brokerage that supports the relevant stock exchange. U.S. investors can access NYSE or Nasdaq listings, while European teams may require international trading capabilities. [3]
Search for the Ticker Symbol: Use the appropriate ticker (e.g., MANU for Manchester United, MSGS for Madison Square Garden Sports) to locate the stock. [2]
Review Financials and Performance: Analyze the parent company’s financial health, team revenues, and historical stock performance. Unlike traditional companies, sports team stocks are often volatile and closely tied to on-field success and brand reputation. [3]
Place Your Order: Once you have completed your research, place an order for the shares through your brokerage account.

If you need detailed guidance, you can contact your brokerage’s customer service department or visit their investor education center for tutorials on international stock purchases.

Evaluating the Benefits and Risks

Investing in sports teams is often driven by passion rather than profit. For example, Manchester United shares have returned only 21% since their 2012 debut, below market averages. [2] However, shareholders may enjoy intangible benefits such as a sense of ownership, voting rights on certain matters, and access to exclusive events. Financial returns can be unpredictable, as team performance, sponsorship deals, and league regulations all impact stock valuation.

Potential challenges include:

Limited liquidity and trading volume
Dependency on team performance and management decisions
Exposure to market and currency risks for international holdings
Possible market volatility following major wins, losses, or scandals

Alternative approaches include investing in sports-related businesses such as apparel, sports media, or stadium operations, which may offer more stable returns.

Alternative Pathways to Sports Investment

Beyond direct stock purchases, you can explore:

Mutual Funds & ETFs: Some funds may include sports-related media or entertainment stocks, offering diversified exposure.
Private Equity & Venture Capital: Accredited investors can seek opportunities in emerging sports markets or technology ventures.
Club Memberships and Fan Shares: Certain teams, like the Green Bay Packers, offer non-tradable shares for fan engagement, though these do not appreciate or pay dividends. [2]

If you wish to invest in a sports team not publicly traded, consider supporting the organization through merchandise purchases, season ticket programs, or fan clubs. These alternatives can offer community engagement without financial risk.

Key Takeaways and Next Steps

Publicly traded sports teams present a rare opportunity for fans and investors to own a piece of sports history. While financial returns may be secondary to the emotional thrill, comprehensive research and prudent investment practices are essential. Begin by identifying the parent company, consulting your brokerage, and studying the market before making your first purchase. Remember, the landscape of publicly traded teams is constantly evolving, so stay updated through financial news outlets and official club announcements.

If you are uncertain about how to access international shares, consult your brokerage’s international trading department or search for “How to buy foreign stocks” on their official website for step-by-step instructions.