Rewriting the Playbook on Sports Investing: TIGER 21 Insights in the Financial Times 

Sports are no longer just a game; they’re a frontier for serious capital allocation. 

With leagues like Major League Pickleball and Formula 1 drawing private equity and celebrity investors alike, TIGER 21 Members are taking a discerning look at what is trending vs. what is investable.  Las Vegas TIGER 21 Chair, JB Bernstein, who is a longtime sports marketing executive, saw the sport’s trajectory clearly: fast growth, rising media exposure, and an entry point with asymmetric upside. And he’s not alone. 

In a Financial Times feature by Hugo Cox, JB Bernstein and TIGER 21 Member Shane Neman were spotlighted for their bold but informed forays into the evolving world of sports investing. 

Across TIGER 21’s 1,650+ Members, each with a minimum of $20 million in investable assets, this kind of thinking is the norm. Sports, like many alternative asset classes, offer excitement, but for Members, the focus is on due diligence, diversification, and protecting the core portfolio.  

These are not speculative bets. They are conviction-driven plays made by investors who understand timing  and long-term potential. 

JB invested early in a pickleball franchise, citing the sport’s upward momentum, growing media footprint, and low cost-to-entry enough to be venture-flexible yet promising enough to be worth the risk. Meanwhile, Shane is backing sports through real estate, health, and longevity plays, blending wellness trends with long-term asset growth. 

As JB shared, “A lot of TIGER Members, including me, are nervous” about inflated valuations and shifting viewership trends. That is why they gather monthly in confidential, facilitated Meetings, to pressure-test ideas, surface blind spots, and make smarter investment decisions. 

In a market flooded with noise, TIGER 21 offers something rare: trusted peer insight. 

Read more on how the world’s most successful investors are thinking beyond traditional markets.  

Read the full article.