AMB Sports and Entertainment, parent organization of the Atlanta Falcons, is launching an early stage investment fund to strengthen its existing properties, which also include the Atlanta United professional soccer team and Mercedes-Benz Stadium.
Falcons owner Arthur Blank is backing the uncapped venture without outside partners, largely because he sees the purpose of the fund, named AMBSE Ventures, as more than just producing returns.
“Yes, we would love to make a financial return, and we’re going to be diligent about making smart investments in good companies,” according to Steve Cannon, AMB Chief Executive Officer. “But really as important—or maybe more importantly—we’re going to be making investments in areas adjacent to our core business.”
To start, AMBSE Ventures plans to focus on five verticals: fan engagement, sports performance, live event operations, emerging categories (e.g., esports and betting) and media.
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