US investor: "Americans overestimate the ability to take over a European club and magically create huge sums of commercial revenue"

19 June 2020

Jordan Gardner
Photo: PA Images Jordan Gardner spoke to a little more than a year after he took over third-division Danish club FC Helsingor in the city of Helsingor (Elsinore) about 50 kilometres from the capital of Copenhagen, otherwise known for providing the setting for William Shakespeare's Hamlet. Pictured is Helsingor's Kronborg Castle.

Price points in American sports are getting exorbitant to the point where it becomes extremely difficult to invest in, driving the increased interest for sports on the other side of the Atlantic.

However, Jordan Gardner, who has a stake in three European clubs, believes many American investors intending to enter European football don't have the full grasp of what it entails.

Understanding the market, local laws and culture is key to making smart investments in an unfamiliar environment.

Surprised by the way many clubs are run, Gardner says creating a sustainable business model is necessary to ensure survivability.

Emil Gjerding Nielson

There has been no shortage of talks about billion-dollar American hedge funds rummaging through the European football landscape, looking for clubs they can commercialise and develop into becoming global brands of which they can siphon out huge profits.

Football's growth in the past 20 years, combined with the industry's current financial trouble, makes it seem obvious that there are good deals to be made, and that it would be simple to streamline an undervalued club and capitalise on the growing market potential.  

Do you want to read this article?

Get instant access by signing up for a 7-day free trial

No credit card, no commitments and it will expire automatically.

You will receive a link that activates your trial in an email.