Prime Financial Group is expanding its presence in the sports and entertainment sector, taking a majority stake through their Alternative Asset Management arm Altor Capital, in Tickford Racing, a leading V8 Supercars team. The investment marks a major step in Prime’s strategy to build a diversified portfolio across the sports ecosystem, from professional teams to infrastructure and enabling businesses.

The acquisition reflects the firm’s belief in sports as a high-performing, resilient asset class. Even during challenging periods such as the COVID-19 pandemic, fans continued to prioritize memberships, tickets, and merchandise, proving the durability of sports revenue streams. “Sport and entertainment have evolved into investable assets, now outperforming many traditional sectors,” said Tim Bennett at the recent WBSC Business of Sport luncheon. highlighting Prime’s disciplined approach that prioritises cultural significance, scalability, and clear exit strategies.

Altor Capital’s portfolio already includes stakes in the Tasmania JackJumpers, which have seen sold-out games since inception, and extends into motorsports, talent agencies, and other ecosystem enablers. By investing in platforms with both commercial viability and cultural resonance, Prime positions itself at the forefront of an increasingly global market, where Australia and New Zealand serve as strategic gateways to Asia-Pacific sports investment.

Western Sydney, with its growing population, multicultural fan base, and strong local government collaboration, has become a particularly attractive hub for sports and entertainment investments. The region’s scale and vibrancy align perfectly with Prime’s approach of targeting opportunities that deliver both financial returns and community impact.

Sports franchises offer unique advantages for investors. They benefit from recurring revenue streams, regional exclusivity, and expanding media rights, which have dramatically increased team valuations globally. In the U.S., professional sports franchises have compounded at over 13% annually for more than six decades, consistently outperforming traditional markets. These trends are now accelerating in Australia, as leagues like the NBL and Supercars Championship expand their international presence and commercial potential.

With this latest investment, Prime Financial continues to demonstrate how strategic, well-managed investments in sports can unlock substantial value. The firm remains committed to identifying assets that combine cultural significance, fan engagement, and financial discipline, offering investors exposure to one of the most dynamic sectors in the global economy.