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23 December 2021 - 3:00 PM

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Inside Silver Lake’s A League deal: Proper capitalisation, digital transformation and a huge equity stake

  • US Private Equity giant Silver Lake took a 33 per cent $100 million stake in Australia’s A League. Australian Professional Leagues managing director Danny Townsend tells how the money will grow football in the “Lucky Country”
  • Investment will drive development of digital and OTT technologies and create higher fan engagement.
  • “I think it's really ‘owning’ your customer which is going to be the future of sport. Broadcasters can borrow our customers, but the customer will always be a fan of the sport and the clubs that make up that sport first and foremost.”
  • Experts pose questions over size of the stake and size of Silver Lake’s opportunity

Private Equity Group Silver Lake’s $100 million investment in Australian football will drive digital transformation and ensure a sustainable financial framework for professional football in Australia, says the man who signed off the deal last week.

Danny Townsend, managing director of the Australian Professional Leagues (APL), the body responsible for running the country’s A League and W League, concluded the deal, which will give the US investm

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