Athvance Capital (“Athvance” or “the firm”) today announces its launch as a European investment platform fully dedicated to unlocking long-term value across the global sports industry. Backed by a senior team of entrepreneurs and investors with decades of experience in sports, media, technology and finance, Athvance invests in emerging and under-commercialised sports IP with global reach, and in the technology and service providers that support the industry’s growth.

Founded by Danny Menken, former Managing Director of Eurosport, CEO at Infostrada Sports Group and co-founder of Eleven Sports, alongside Karim Ben Rejeb, former JP Morgan investment banker with over 20 years of deal making, Athvance targets investment opportunities structured to work together within an integrated ecosystem, enabling international expansion and long-term value creation across the portfolio. 

In partnership with their founders and operators, the firm has already deployed capital across a fast-growing portfolio of majority investments with an existing presence in Spain, the Netherlands, France, the UK and Portugal. 

These include ve2.ventures, a leading tech and sports venture studio, focused on scaling high-potential assets across content creation, fan engagement, on-field performance, wellness and longevity (e.g. PadelPlay, an AI-powered data tool for padel players, and Flyfut, which uses autonomous drones and computer vision to deliver real-time tactical intelligence in football).

This operational foundation supports proprietary investments in emerging sports (e.g. Queen & King of the Court, a professional beach volleyball league, and Padel Copa, a next-generation professional padel tournament) as well as Estrella Football Group, a horizontal multi-club ownership platform built to unlock untapped value in lower-league football.

Athvance is currently in the process of closing additional acquisitions that will further strengthen the platform. 

Commenting on the launch, Danny Menken, Co-Founder and Managing Partner at Athvance Capital, said: “This is an exciting moment for the sports industry, driven by powerful trends in entertainment and wellbeing, technology innovation and consumer-led disruption. As media, technology and performance continue to converge, the sector requires a more integrated, long-term investment approach. The opportunity is particularly strong in Europe, where the market is still fragmented with a large number of under-monetised sports assets and relatively few dedicated investment platforms. We look forward to deploying Athvance Capital’s capabilities to unlock this potential.”

In addition, Karim Ben Rejeb, Co-Founder and Managing Partner at Athvance Capital, said: “Athvance Capital combines industrial expertise, hands-on operational execution and financial discipline to deliver long-term value creation. Within the sport value chain, we focus on categories where we see the highest potential for growth and profitability: under-commercialised IP and the technology and service providers that support their growth. We are excited to partner with founders, management teams and investors in the years to come to build institutional-grade sports assets that blend value creation with passion and purpose”.

Goodwin Procter LLP is acting as Athvance Capital’s legal counsel.

About Athvance Capital

Athvance Capital is a European investment platform fully dedicated to unlocking long-term value across the global sports industry. The firm invests in emerging and under-commercialised sports IP, and in the technology and service providers that support the industry’s long-term growth. 

Combining patient, flexible capital with deep operational expertise, Athvance identifies, integrates, and scales assets at the intersection of sport, media and technology. The firm partners closely with founders and rights-holders to build an operator-led ecosystem that accelerates value creation, fosters innovation and generates sustainable, positive impact.

Backed by experienced entrepreneurs, industry experts and long-term investors, Athvance Capital aims to be the partner of choice for building the next generation of sports assets with global reach. 

contact@athvance.capital

Media contacts
Matthieu Roussellier / Sam Grant (Prosek Partners)
athvance-capital@prosek.com