BC Partners has entered exclusive negotiations to acquire a minority stake in EuroLeague, positioning itself ahead of competitors like General Atlantic and Riyadh's SURJ Sports Investment. The London-based firm could finalize the deal within a month, according to the Financial Times. Euroleague Commercial Assets, which owns EuroLeague and EuroCup, aims to sell about a third of its business, valued at €1 billion.

Saudi Arabia's Public Investment Fund (PIF), with $925 billion in assets, may partner with General Atlantic to compete for the stake. EuroLeague, comprising 18 clubs, saw Panathinaikos win the last season, adding a 7th star to their jersey. Sponsors include Turkish Airlines, and the league has seen increased viewership, particularly in Turkey, Serbia, Greece, Spain, Lithuania, and Italy.

Research by PGIM indicated a 46% rise in online viewership for EuroLeague matches, reaching 85,000 in the 2023-24 season. BC Partners is expanding its sports portfolio, recently acquiring a stake in GSE Worldwide. Other private equity firms, like Luxembourg-based CVC, are also increasing their sports investments.

Despite sports being considered a 'counter-cyclical' investment due to fan loyalty, some industry players are concerned about high valuations in the sector.