Investment

Investment

Primary Ventures invests the firm’s own capital across sports and sports-adjacent enterprise, technology and artificial intelligence, and real estate.

The Approach

We Invest Where We Already
Operate.

We invest in sectors where we have firsthand experience, deep relationships, and a working understanding of the people and institutions shaping them. That perspective gives us a more informed view of opportunity, risk, and what it takes to create lasting value.

Our investment decisions are made independently of our advisory practice. We are not allocating capital against a thesis assembled from the outside. We evaluate opportunities in ventures we know intimately, drawing on experience earned through operating, governance, and long-term engagement within them.

We invest the firm’s own capital and take a long-term view of the opportunities we pursue. That creates a different level of accountability: our capital is exposed to the same market realities, execution challenges, and outcomes that inform our investment decisions.

Where We Invest

Sports and sports-adjacent enterprise

Organizations, platforms, and businesses operating across the sports ecosystem, from youth and amateur sport through collegiate and professional competition and the opportunities beyond the playing field. This is the sector where our experience and relationships run deepest, giving us a firsthand view of the businesses, people, and dynamics shaping it.

Technology and artificial intelligence

We invest in enterprise-enabling technology, emerging AI platforms, and businesses positioned to transform how organizations operate and create value. Our engagement with the sector is active, including a current investment and a board position in an emerging artificial intelligence company.

Real estate

Positions anchored in long-term value creation and economic development rather than short-hold trading.

What We Look For

What We Look For.

Access we can verify

We invest where we can assess the people, dynamics, and opportunity firsthand, not through someone else’s diligence or a market narrative built from the outside.

Operators we would advise

We invest in leaders we would be willing to advise. If we would not want a seat at the table helping shape the business, we are unlikely to back it.

A long hold

We take positions we are prepared to hold through complexity, change, and the inevitable turns that come with building a business.

Alignment

Our capital is at risk alongside the outcome. That keeps our interests aligned with the people and partners invested in building value, not just identifying it.

Working With Us

Beyond the Investment.

Our investment decisions stand on their own. Where there is a strategic fit, companies we back may also access the perspective, relationships, and capabilities of our advisory practice, from governance and stakeholder strategy to partnership development and market entry.

For businesses entering or expanding within the sports economy, that perspective can be as valuable as the capital itself.

If the Fit Is Right.

We take a targeted number of positions and evaluate carefully. If you are building in one of these sectors and think there is alignment, tell us what you are working on.