Norris, Sainz and Bottas back athlete investment fund

(L to R): Lando Norris (GBR) McLaren and Carlos Sainz Jr (ESP) Ferrari on the drivers' parade. 28.05.2023. Formula 1 World Championship, Rd 7, Monaco Grand Prix, Monte Carlo, Monaco, Race Day. -, EMail: © Copyright: Batchelor / XPB Images
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Formula 1 drivers Lando Norris, Carlos Sainz and Valtteri Bottas are among a number of high profile sporting figures backing a brand new athlete-driven elite performance fund.

The initiative has been put together by Portuguese investment firm Apex Capital, which says that the objective is to leverage the insight and experience of its athlete partners to engage with start-ups in sports, media and entertainment.

As well as the trio of F1 stars, other backers include Formula E world championship drivers Antonio Felix da Costa and Mitch Evans.

And beyond the world of motorsport there's also support from footballers Raphaël Varane, Christian Eriksen, Jan Vertonghen, and Luuk De Jong, as well as Olympic surfer Kanoa Igarashi.

“We are thrilled to unveil the Elite Performance Fund, a dynamic platform that utilises Apex’s track record in combination with the unique perspectives of accomplished athletes,” commented Apex chief executive António Caçorino.

“Athletes aren’t just our capital sources; they’re our partners," he added. "They infuse our decisions with genuine insights from their respective sports.

"This fund fuses the drive, dedication, and performance mindset of athletes with forward-looking investment strategies. Unlike typical investors, our roots, experience, and insights come directly from the sports world."

Golfers Tiger Woods and Rory McIlroy’s Tmrw Sports has already been a target for Apex as well as smart-venue AI technology company PlaySight and the sports media asset manager ScorePlay.

”I have been investing in startups for some time now. Gaining access to the right opportunities is paramount," commented Varane, a French professional footballer who plays as a centre-back for Manchester United.

Valtteri Bottas (FIN) Alfa Romeo F1 Team with fans. 07.07.2023. Formula 1 World Championship, Rd 11, British Grand Prix, Silverstone, England, Practice Day. -, EMail: © Copyright: Rew / XPB Images

"By joining Apex I will not only be able to access the right opportunities, on top of that I can share my investment experiences with other athletes and learn from theirs. A powerful and exciting combination," he added.

One of the biggest names to get involved in business opportunities in the world of sports entertainment is Lewis Hamilton, who earlier this year took a stake in the Denver Broncos NFL franchise.

Hamilton has also invested in a film production company that is currently working on a new F1 motion picture starring Brad Pitt, which has been filming in the F1 paddock at race weekends.

Meanwhile Daniel Ricciardo has invested in a wine business, and his former McLaren team mate Norris has been busy developing e-gaming business Quadrant.

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