Private equity firm Shamrock Capital, which has made investments in media and sports companies ranging from Appetize and Fanduel to Learfield and the Harlem Globetrotters, has a simple, overarching investment strategy, according to Partner Alan Resnikoff: “Make money. That’s what’s most important.” Resnikoff discussed some of the firm’s investments and seeking out other opportunities in sports media and technology during a discussion at SBJ’s Dealmakers in Sports conference. “We do both growth equity investments as well as buyouts, so we have a bit of a unique profile,” said Resnikoff, who noted the firm does not do venture capital deals. “What we try to do is look for trends in our sector that we can invest behind.” That view led to investments in companies like Pixellot, which offers automated sports video production at events using AI and other technology. Resnikoff said that while this sort of technology might not replace a crew producing a "Monday Night Football" game, it could be used to better showcase sports that might not otherwise be broadcast because of cost concerns.
INVEST, INVEST, INVEST: Resnikoff said that when it comes to judging when to invest, one critical element is whether there is already adoption by customers, and whether the technology can be built to scale. The firm also looks to see where it can help shift a company when it invests -- such as it did when it made an investment in the Harlem Globetrotters. Resnikoff said that while many view the Globetrotters as an old property, it’s still a completely new experience for young kids and a place for family entertainment with a brand parents already know. Following the investment, Shamrock Capital helped to professionalize certain aspects of the team’s business, such as sponsorship and ticketing, and moved to make players a part of the pop culture world with appearances on shows like “The Amazing Race.”
