Monarch Ventures, a groundbreaking venture capital fund, has been getting attention for acquiring a 38% stake in FC Viktoria Berlin. This daring gamble identifies them as the very first foreign investor in a German women’s soccer team. This bold investment clearly demonstrates Monarch’s unwavering dedication to women’s sports. It further highlights what appears to be a booming trend in the sports investment world. Investors around the globe are finding their way into women’s sports as the potential for growth continues to explode.
Kara Nortman and Jasmine Robinson are co-founders of Monarch. They raised their first fund at an impressive $250 million, well above their $100 million target. This ambitious funding approach reflects Monarch’s strategy of making concentrated investments in select teams and leagues while actively engaging in their operations. By doing so, the firm aims to add operational value alongside control owners, enhancing the overall management and success of the teams in which it invests.
Nortman’s enthusiasm for how much women’s sports can change the game was clear. She stressed that the sector is at an inflection point right now. We literally went from zero to $30 million in revenue. We sold out games. And we produced what some thought was not even achievable,” she told them. Most importantly, she highlighted her personal experiences as a player with Angel City FC, one of the teams where Monarch has previously invested. Women’s Sports Club This club has quickly turned into a case study for how to efficiently build a successful, lucrative women’s sports property.
Monarch’s investment portfolio includes a stake in the most recently announced National Women’s Soccer League (NWSL) expansion team. Joining them are the San Diego Wave FC and the Boston Legacy FC, which will field its first team next year. To diversify its interests, Monarch seeks to work with various teams and leagues. This strategy perfectly primes it to become a leader of the pack for women’s sports.
Nortman emphasized that tapping into the growth of women’s sports requires a unique approach compared to men’s sports. You really have to dig into all the underlying criteria to figure out where it’s most likely going to survive and stick around,” she said. She is obviously incredibly knowledgeable about the market dynamics at play right now. This lesson underscores the importance of recognizing the unique conditions that drive growth and sustainability.
The global men’s sports market is exploding, worth almost $500 billion. By comparison, today’s women’s sports market is nearly $3 billion. Though that gap is considerable, Nortman is hopeful for the future of women’s sports. All this has her confident that the industry is at an inflection point, with growing interest from fans and investors on both fronts.
Monarch’s deep operational involvement distinguishes it from the dozens of small bets on different startups that some passive investors might place. Instead, Nortman and Robinson’s main goal should be to make a real difference—from development pipelines to public engagement—within their chosen teams. “We show up alongside control owners and add a lot of operational value,” said Nortman, highlighting their proactive approach to investment.
In addition to soccer, Monarch’s investment interests extend into other areas of women’s sports. “Every spike is an opportunity to create a consistent experience around it,” Nortman noted, emphasizing the importance of building sustainable growth rather than relying solely on sporadic successes.
With the women’s sports community growing in visibility and support, Monarch is riding that energy with a positive mission and a strong message. Now, owners like Kansas City’s and Bay FC’s have helped demonstrate that female-led ownership groups can operate profitable teams. Such a success would further vindicate Monarch’s investment strategy. “That really led to the formation of Monarch,” Nortman stated, reflecting on how these developments have shaped their investment philosophy.
Monarch’s entry into FC Viktoria Berlin represents not just an investment but a strategic move to influence and improve women’s soccer in Germany. By becoming the first international investor in this market, Monarch aims to leverage its expertise and resources to enhance the club’s operations and market presence.
Nortman is keenly aware of the state that women’s sports have been in for generations. She understands that the most hopeful breakthroughs can quickly dissipate without consistent work and a dedication to follow through. It takes a lot of persistent, diligent elbow grease to apply that to translate into consistency,” she warned.
The opportunities for women’s sports are enormous, with new and disruptive marketing strategies cutting through the noise to reach audiences with attention spans shorter than TikTok videos. Nortman pointed out some creative anti-promotional strategies that would set women’s sports apart from the men. How many men’s team owners are thinking about raining Sephora boxes down from the rafters? Or installing a Fenty cam at a New York Liberty game to show fans applying their Fenty lipstick on the scoreboard? She quipped, showing off her ideas for creative engagement.
As Monarch grows its investments and therefore its influence within women’s sports, Nortman has a lot to be excited about. “Everyone gets to wake up and become the discoverer of women’s sports when they do,” she remarked, underscoring her belief in the untapped potential of this growing market.
