Investing in the Game: Top 5 Sports Teams on the NYSE
For those looking to diversify their portfolio with something more exciting than ETFs and blue-chip stocks, investing in publicly traded sports teams is an option. While owning a piece of your favourite team sounds great, the reality is that sports franchises operate in a unique financial world—driven by on-field performance, broadcasting rights, and unpredictable fan sentiment. Let’s break down the top five sports teams available on the NYSE, weighing the pros and cons before deciding whether to buy, hold, or sell.
Manchester United (MANU)
Pros:
One of the most recognisable and valuable football brands globally.
Massive global fanbase ensures strong merchandising and sponsorship revenue.
Consistent participation in high-revenue competitions like the Premier League and Champions League.
Cons:
Ownership uncertainty with the Glazer family’s partial stake sale creating instability.
Performance fluctuations directly impact stock price volatility.
High operating costs and debt levels.
Verdict: HOLD – The brand is strong, and the club remains a financial powerhouse, but ownership uncertainty and performance inconsistency make this a wait-and-see investment.
Madison Square Garden Sports (MSGS) (New York Knicks & New York Rangers)
Pros:
Ownership of two iconic sports franchises in a prime market.
Steady revenue from ticket sales, sponsorships, and TV deals.
Recent Knicks resurgence boosting team value and marketability.
Cons:
James Dolan’s ownership has been a long-standing frustration for fans and investors alike.
NHL revenue growth lags behind other major leagues.
The teams’ on-court and on-ice performances have been historically inconsistent.
Verdict: BUY – As much as Dolan’s involvement is a headache, the New York market alone makes this an attractive long-term play.
Liberty Media (BATRA/BATRK) (Atlanta Braves)
Pros:
Owns the Atlanta Braves, a historically successful and well-managed MLB franchise.
The Braves' recent stadium development has boosted revenue streams.
Strong fan engagement and a growing TV market.
Cons:
MLB revenue growth isn't as explosive as other sports leagues.
Player contracts and luxury tax implications create financial unpredictability.
Performance-dependent revenue spikes make for an inconsistent stock price.
Verdict: BUY – The Braves are well-managed, with a growing fanbase and financial stability. Long-term, this looks like a solid investment.
Juventus (JUVE) (Listed on the Borsa Italiana, but tradable via NYSE alternatives)
Pros:
One of Italy’s most prestigious football clubs.
Significant international fanbase.
Historically successful in domestic and European competitions.
Cons:
Heavily dependent on player transfers for revenue.
Recent scandals and financial mismanagement have hurt the stock.
Italian football, in general, lacks the financial power of the English Premier League.
Verdict: SELL – Too much volatility, too many financial issues, and an uncertain competitive future. There are better options elsewhere.
Toronto Blue Jays (Rogers Communications – RCI)
Pros:
Rogers Communications’ ownership ensures strong financial backing.
Baseball’s growing popularity in Canada boosts long-term outlook.
The team is competitive, with a strong pipeline of young talent.
Cons:
Unlike standalone sports franchises, investors don’t get pure exposure to the Blue Jays—it’s just one part of Rogers’ business.
MLB’s revenue-sharing structure limits financial upside.
Baseball's season length and revenue model make it difficult to generate year-round momentum.
Verdict: HOLD – The Blue Jays are solid, but since they’re buried within a telecom giant, their impact on Rogers’ stock price is minimal.
Final Thoughts
Investing in sports teams is as much about sentiment as it is about financials. Unlike traditional stocks, these teams are subject to the unpredictability of wins, losses, and front-office decisions that can send share prices soaring or plummeting overnight. If you're looking for steady returns, stick to more conventional stocks. But if you enjoy the idea of literally putting your money where your fandom is, there are a few worthy plays on the market.
Bill White Says…
"Investing in sports teams is like being a lifelong fan—mostly pain, occasional joy, and an unshakable belief that next season will be ‘the one.’"