When its season ended early this month, Angel Metropolis FC completed eleventh out of 13 groups, a disappointing consequence for the Los Angeles soccer franchise that enterprise capitalist Kara Nortman co-founded in 2020. However the season’s struggles inform solely a part of a a lot bigger story that’s reshaping how buyers take into consideration ladies’s sports activities.
Regardless of its lackluster on-field efficiency, Angel Metropolis itself has turn into a case examine (together with literally, inside Harvard Enterprise College) in how you can finest assemble a ladies’s sports activities property. The workforce’s celeb possession group, together with Natalie Portman and Serena Williams, has helped generate almost unprecedented buzz. The franchise has additionally been savvy about sponsorships, breaking data earlier than gamers kicked a ball.
“We went from zero to $30 million in income. We offered out video games. We constructed one thing folks didn’t suppose was doable,” Nortman mirrored in an interview last month, pointing to Angel Metropolis’s industrial success from the very outset of the workforce’s formation. “That basically led to the formation of Monarch.”
That industrial success, not trophies, turned the blueprint for Monarch Collective, the $250 million fund Nortman launched in 2023, which has turn into the primary funding automobile centered completely on ladies’s sports activities. Whereas its origin story could also be rooted in a workforce that has but to win a playoff sport, Monarch’s portfolio and affect have expanded far past Angel Metropolis’s coaching facility in Thousand Oaks, California.
The fund now holds stakes in three different Nationwide Girls’s Soccer League golf equipment: San Diego Wave, Boston Legacy FC (debuting subsequent yr), and its latest funding, announced earlier this month, FC Viktoria Berlin. The deal for 38% of the German membership, makes Monarch the primary international investor to accumulate a stake in a German ladies’s soccer workforce.
It’s a various assortment that displays Nortman’s conviction that girls’s sports activities have reached an inflection level, no matter any single workforce’s fortunes. The numbers assist her optimism, too.
“The general males’s sports activities market globally is estimated to be about half a trillion {dollars},” Nortman explains. “The ladies’s sports activities market, after we began Monarch in 2023, was considered about half a billion {dollars}. It’s now nearer to $3 billion.”
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Tapping into that progress requires a unique playbook than males’s sports activities, Nortman says. It’s not a easy rinse-and-repeat. “Like, what number of males’s workforce house owners are interested by parachuting Sephora containers from rafters? Or having at [a New York] Liberty [WNBA game] a Fenty cam for placing in your [Fenty] lipstick, or Angel Metropolis having a Good day Kitty collab night time the place folks can’t determine how you can get their arms on the merch earlier than it sells out?”
Angel Metropolis’s progressive method to advertising and marketing and partnerships helped it construct a lot pleasure that within the fall of final yr, energy couple Bob Iger and Willow Bay acquired a majority stake in it for $250 million, making it essentially the most helpful ladies’s sports activities franchise on the planet.
For Nortman, who left Upfront Ventures and extra conventional enterprise capital to focus full-time on ladies’s sports activities, Angel Metropolis’s industrial achievements have continued to validate Monarch’s thesis. Although there’s present pressure – actually within the sports activities press, at the least – between Angel Metropolis’s enterprise success and its on-field efficiency, the workforce has inarguably confirmed that girls’s sports activities can generate severe income with the correct items in place.
Now, as with every profitable new endeavor, the query is: can the momentum final? Nortman is acutely conscious that girls’s sports activities has seen promising moments evaporate earlier than. She often references a hanging historic parallel from 1920, when 60,000 folks confirmed up in Liverpool, England, to look at the Dick, Kerr Women play soccer, which is a much bigger crowd than most Premier League video games draw as we speak. The following yr, the English Soccer Affiliation banned ladies from enjoying, and the game primarily disappeared for many years.
“Everybody will get to get up and turn into the discoverer of ladies’s sports activities after they do,” Nortman says. “Nevertheless it takes constant, exhausting work to get that to play out into consistency.”
That arduous work, she argues, requires extra than simply driving waves of consideration from breakout stars like Caitlin Clark or Angel Reese. It calls for systematic funding in infrastructure, governance, and operations – the unglamorous work of constructing sustainable companies.
That is the place Monarch’s method diverges from typical enterprise capital. Reasonably than making passive bets on dozens of startups, Monarch is taking concentrated positions in a handful of groups and leagues, then getting deeply concerned in operations. The fund describes its technique as “venture-like markets” with “progress fairness or non-public equity-like” threat administration.
“We present up alongside management house owners and add plenty of operational worth,” Nortman explains. The purpose is to assist groups attain breakeven or profitability on their core operations, positioning them to profit as higher-margin media income grows.
Monarch’s funding curiosity lengthen past soccer. The fund is extra broadly centered on what Nortman calls sports activities with “no product-market threat,” which means established codecs with confirmed audiences.
“Is that this a sport folks like to look at on their laptop or tv?” she asks. “There are participatory sports activities, like pickleball, however are folks going to take a seat dwelling and create an occasion out of watching it?”
Certainly, whereas Monarch has stakes proper now in 4 “soccer” golf equipment, it’s , too, in ladies’s basketball, golf, and tennis – sports activities with substantial media income potential, together with current infrastructure.
The agency’s present restricted companions embody Melinda French Gates, former Netflix executives, and different rich people, and curiosity in its mission appears to be rising. For one factor, Monarch’s debut fund of $250 million is considerably greater than the $100 million that Nortman and her co-founder – Jasmine Robinson, a former investor with the sports-, media-, gaming-, and fitness-focused progress stage agency Causeway – initially deliberate to boost. She says the elevated dimension displays the market’s speedy maturation throughout Monarch’s fundraising interval.
“After we began elevating the fund, 9 out of 10 conversations have been, ‘Yeah, we don’t suppose [women’s] basketball is mostly a factor,’” Nortman says, recalling a “lot of skepticism round it.” Then got here Caitlin Clark’s meteoric rise, the WNBA’s record-breaking viewership, and instantly basketball turned the most well liked sector in ladies’s sports activities.
That rising curiosity validates Nortman’s thesis that girls’s sports activities funding isn’t about discovering the only excellent workforce however about supporting an ecosystem the place a number of franchises can thrive. Some will win championships. Some will battle competitively however succeed commercially. The bottom line is having sufficient capital and operational experience distributed throughout the market to climate particular person setbacks.
Already, Angel Metropolis seems to be inspiring different possession teams. “You began having different groups – Kansas Metropolis, Bay FC, Washington D.C. Spirit – with female-led possession teams are available in and present they may construct an actual P&L,” Nortman notes. Whether or not deliberately or not, Angel Metropolis turned a template.
As ladies’s sports activities enters what appears like a sustained increase interval — the Golden State Valkyries simply performed their first WNBA subsequent season, the NWSL is increasing, media rights offers are rising — Nortman stays cautiously optimistic about whether or not this second will show totally different from previous surges in curiosity.
The important thing, she argues, lies within the fundamentals: sturdy league governance, proprietor dedication, infrastructure funding, and constructing real group connections. Media consideration creates alternative; operational excellence makes it sustainable.
“Each spike is a chance to create a constant expertise round it,” Nortman says. “You need to take a look at all of the underlying standards to see the place it’s more likely to stick round.”
