Mercury/13 Partners with Avenue Sports to Elevate Women's Football

Mercury/13 Forms Strategic Partnership with Avenue Sports Fund

Mercury/13, a prominent multi-club ownership group dedicated to the advancement of women's football, has announced an exciting new partnership with Avenue Sports Fund, a leading global investor in sports. This collaboration is expected to enhance the growth of women's football across various European markets.

Lauren Holiday Joins Board

In a significant move, renowned athlete Lauren Holiday, a U.S. Women's National Team legend and two-time Olympic gold medalist, has joined Mercury/13's Board of Directors. Her involvement signals Mercury/13's commitment to not only investing in women's football but also ensuring a nurturing environment for female athletes.

Targeting Growth in Women's Football

With an ambitious goal, Mercury/13 aims to acquire women's football franchises, starting with a focused effort in England as their top priority market. The company has already made substantial strides following its initial acquisition of F.C. Como Women, an independent club competing in Italy’s Serie A Femminile.

Transforming Clubs to Foster Success

After acquiring Como Women, Mercury/13 has undertaken a comprehensive transformation strategy that includes revamping the management team, upgrading training facilities, and forming a three-year partnership with Nike. The emphasis on building powerful brands for these clubs is paramount to enhance the visibility of women's football globally.

Vision of Empowerment

Holiday expressed her admiration for Mercury/13's vision and progress at Como Women, emphasizing the importance of creating opportunities for players both on and off the pitch. This approach not only promotes athletic development but also fosters personal growth within the framework of a competitive sports environment.

Investment Focus in Women’s Sports

Avenue Sports Fund’s investment aligns with Mercury/13's objective, promising to support the burgeoning women's football market. The strategic partnership aims to identify and invest in clubs that hold the potential for growth, ultimately transforming them into commercially successful entities.

Statements from Leadership

Victoire Cogevina, co-founder of Mercury/13, highlighted that the partnership with Avenue Sports is a pivotal step in realizing their shared goal. She indicated this collaboration would attract innovative sponsors and strengthen the commercial aspects of women's football.

Commitment to Women’s Football

Mario Malavé, also a co-founder, shared that Avenue's reputation and expertise signify a promising future for expanding their presence in the European market. As they continue to build their club portfolio, Mercury/13 remains committed to empowering women's football.

Impact of Avenue Capital Group

Marc Lasry, Chairman and CEO of Avenue Capital Group, expressed his enthusiasm about joining forces with Mercury/13, recognizing the importance of their mission to engage a global female audience and invest in women's football. By focusing on this vibrant market, they hope to harness the potential of this sport during a crucial time for its growth.

About Mercury/13

Mercury/13 is a forward-thinking multi-club ownership organization focused on acquiring stakes in professional women's football teams in Europe. Their vision is not only about investment but also about fostering thriving clubs that resonate with audiences worldwide.

About Avenue Sports Fund

Founded in 2023, Avenue Sports Fund primarily invests in women's sports and emerging leagues, aiming to capitalize on significant growth opportunities within the sports sector.

Frequently Asked Questions

What is the main objective of the partnership between Mercury/13 and Avenue Sports Fund?

The partnership aims to accelerate the growth of women's football by acquiring franchises and investing in clubs to enhance their commercial potential.

What role does Lauren Holiday play in Mercury/13?

Lauren Holiday serves on the Board of Directors of Mercury/13, contributing her expertise and insights to promote the development of women's football.

Why is England a focus for Mercury/13's expansion?

England is considered a top priority market due to its robust women's football infrastructure and potential for club acquisitions that can lead to growth.

What changes have been made at F.C. Como Women after the acquisition?

Significant changes at Como Women include a new management team, training facility upgrades, partnerships with brands like Nike, and a transformation strategy aimed at boosting the club's competitive edge.

How does Avenue Sports Fund support women's sports?

Avenue Sports Fund is dedicated to investing in women's sports, focusing on areas that have significant growth potential and empowering teams to achieve commercial success.

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