Angel City FC: A Revolution in Women’s Sports Investment
Despite finishing 11th out of 13 teams in its recent season, Angel City FC is shaking up the women’s sports landscape. Co-founded by venture capitalist Kara Nortman in 2020, the Los Angeles soccer franchise has become a pivotal case study in how to build a successful women’s sports property.
Beyond Wins: A New Approach to Women’s Sports
While Angel City FC may have struggled on the field, it has excelled in creating buzz, thanks in part to its celebrity ownership group featuring stars like Natalie Portman and Serena Williams. Their involvement has helped the team attract unprecedented sponsorships, generating nearly $30 million in revenue right from its inception.
A Blueprint for Success: The Monarch Collective
Nortman’s success with Angel City laid the groundwork for the Monarch Collective, a $250 million fund launched in 2023 focused exclusively on women’s sports. This initiative aims to capitalize on the lucrative potential of women’s sports, highlighting a shift in investment strategies.
Expanding Reach: Investments and Impact
Monarch has also expanded its portfolio beyond Angel City, now holding stakes in three other National Women’s Soccer League clubs: San Diego Wave, Boston Legacy FC, and FC Viktoria Berlin, proving that the fund’s vision understands women’s sports’ potential beyond individual teams.
The Economic Boom of Women’s Sports
Nortman believes that women’s sports are at a significant inflection point. “When we started Monarch,” she explained, “the women’s sports market was estimated at $500 million; it’s now closer to $3 billion.” This rapid growth showcases the increasing interest and investment opportunities in women’s sports.
Innovative Marketing Tactics
Angel City’s unique approach includes creative marketing strategies that resonate with fans and draw new audiences. From collaborations with brands like Hello Kitty to interactive in-game experiences, they are redefining what it means to engage with sports.
Challenges and Opportunities
However, there are challenges. Nortman acknowledges the historical fluctuations in women’s sports popularity, referring to a past where female footballers drew large crowds only to see the sport vanish for decades. “It takes consistent, hard work to get that to play out into consistency,” she emphasizes.
Building a Sustainable Future
Monarch’s strategy diverges from traditional venture capital; rather than making numerous small investments, the fund focuses on a select groups of teams and leagues to instill operational improvements. “We show up alongside control owners and add a lot of operational value,” Nortman explained.
Future Investments Beyond Soccer
Monarch isn’t just limited to soccer. Nortman has expressed interest in women’s basketball, tennis, and golf—sports that already enjoy substantial media revenue potential. This broader focus aligns with the growing recognition of women’s sports as a worthwhile investment.
Growing Interest and Market Support
The firm’s success has attracted prominent investors, including Melinda French Gates and former Netflix executives. Interest surged during fundraising, indicating a shift in sentiment toward women’s sports. “When we started, nine out of ten conversations were skeptical,” Nortman recalled.
Creating a Thriving Ecosystem
Nortman believes that creating a successful ecosystem for women’s sports is crucial. “Some teams will excel; others may struggle, but the key is enough capital and expertise to manage those ups and downs,” she remarked.
A Template for Future Success
Angel City has unintentionally inspired a wave of female-led ownership in other teams, showing that success is achievable in women’s sports. As the landscape continues to evolve, the key to sustained success lies in strong governance, community connections, and operational excellence.
Looking Forward
As women’s sports enter what appears to be a sustained boom, Nortman remains cautiously optimistic. “Every spike is an opportunity to create a consistent experience around it,” she says. The challenge will always be managing the fundamentals while leveraging newfound media attention to foster long-term growth.
