From Undervalued to Opportunity: Inside the Rise of Women’s Sports Investing (Video)

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Institutional investors are taking a closer look at sports—not just as a passion project, but as a distinct and evolving asset class.

In this episode of Market Pulse, Jason Wright, managing partner and head of investments for Project Level at Ariel Investments, joins Northern Trust’s Grant Johnsey to explore the investment case for women’s sports. Drawing on his experience as a former NFL executive and operator, Wright explains where he sees inefficiencies in the market, what’s driving growth across teams and leagues, and how investors should think about sports within a diversified portfolio.

The conversation covers the structural dynamics shaping the industry, from media rights and valuation gaps to the emergence of a new, underserved fan base. Wright also outlines how Project Level is approaching the space—investing not only in teams, but across the broader ecosystem supporting the future of women’s sports.

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