Whoever Buys the Seahawks Will Be a ‘Winner,' Says Rashaun Williams

Watch on YouTube ↗  |  February 07, 2026 at 11:15  |  6:27  |  Bloomberg Markets
Speakers
Rashaun Williams — Founder, Harbinger Sports Partners

Summary

Rashaun Williams discusses the Seattle Seahawks sale and broader sports-team investing. He argues professional sports teams resemble software companies because of long-term media and sponsorship revenue, and he points to Atlanta Braves as a public example of real-estate-driven revenue growth. He also says sports secondary liquidity is developing like tech secondaries and could eventually surpass them.

  • Seahawks sale could be the largest NFL team transaction.
  • NFL ownership rules prevent private equity from holding majority stakes.
  • Williams compares sports-team economics to software due to recurring media and sponsorship revenue.
  • Atlanta Braves is cited as a publicly traded team with real estate diversification and revenue growth.
  • Sports investing is attracting more high-net-worth and institutional capital.
  • Williams expects sports secondary-market liquidity to develop similarly to tech secondaries.
  • Sports has price transparency and built-in fan bases, potentially helping secondary liquidity.
Ideas
Rashaun Williams Founder, Harbinger Sports Partners 2:36
Sports teams have software-like recurring revenue
Professional sports teams have a software-like revenue profile: two-thirds to 80% of revenue comes from long-term media and sponsorship contracts locked in for 10-15 years, with growth and diversification into real estate. That makes the asset class attractive to high-net-worth and institutional investors who are over-indexing in sports.
Professional sports teams HIGH
Rashaun Williams Founder, Harbinger Sports Partners 3:46
Atlanta Braves grew via real estate diversification
Atlanta Braves is a publicly traded professional sports team that demonstrates the model: revenue grew from $250 million to $650 million by diversifying from league/media/sponsorship income into real estate, owning the stadium, parking, and commercial/residential property, and creating a holding company with media, live-event, and real-estate components that can monetize IP year-round.
BATRA HIGH
Rashaun Williams Founder, Harbinger Sports Partners 5:16
Sports secondaries will outgrow tech secondaries
Sports secondary liquidity is where tech secondaries were ten years ago, and the ecosystem is developing through PE access and private marketplaces. Because sports has more price transparency and a built-in fan base, the sports secondary market should become liquid and may do better than even tech secondaries.
Sports secondary market HIGH
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This Bloomberg Markets video, published February 07, 2026, features Rashaun Williams discussing Professional sports teams, BATRA, Sports secondary market. 3 trade ideas extracted by AI with direction and confidence scoring.

Speakers: Rashaun Williams  · Tickers: Professional sports teams, BATRA, Sports secondary market