Mercury/13 and Avenue Sports Announce Partnership in Women's Football Market in Europe

 Lauren Holiday Joins Mercury/13's Board of Directors; Mercury/13 Targets England as Top Priority Market for Next Club Acquisition

LONDON, Dec. 18, 2024 /PRNewswire/ -- Mercury/13, the pioneer multi-club ownership group dedicated to women's football, and Avenue Sports Fund, a leading global sports investor, today announced that Avenue has made a significant investment in Mercury/13. In its new partnership with Avenue Sports, Mercury/13 will continue its mission to build the world's leading multi-club ownership group by acquiring women's football franchises in Europe and accelerating their commercial trajectories. 

In March, Mercury/13 made its inaugural acquisition: F.C. Como Women, an independent women's football club competing in Italy's Serie A Femminile. After launching a new brand identity for the Como club, Mercury/13 has been implementing a major transformation plan which has seen a new management team put in place, upgrades to the training facilities, a three-year technical partnership with Nike, significant changes to the squad and technical staff, and, most recently, a new title sponsor for the club. 

Going forward, Mercury/13 is targeting England as the top priority market in its strategic focus on acquiring professional teams across Europe. Mercury/13 is committed to driving the growth of the sport with a vision centered on building strong and commercially viable football clubs. The company aims to help its clubs build strong brands that enhance the global visibility of women's football and catalyze success at both the sports and commercial levels.

In conjunction with the Avenue Sports investment, Lauren Holiday, USWNT legend, two-time Olympic gold medalist and FIFA Women's World Cup champion, will join Mercury/13's Board of Directors. 

Holiday, who serves as an athlete adviser to the Avenue Sports Fund, said, "Victoire and Mario have created a special firm distinguished by their vision and determination to transform women's football. I have been impressed by their work to help turn Como Women into one of Europe's most exciting clubs, including by emphasizing the value of providing a nurturing environment for players to flourish in their careers on and off the pitch. I look forward to advancing this work in my role as a member of Mercury/13's board of directors."

Victoire Cogevina, Mercury/13's co-founder and co-CEO who leads all commercial, branding, and marketing matters, said, "Our partnership with Avenue Sports Fund, coming just a year into Mercury/13's journey, will help accelerate our original vision. Now is the time for forward-thinking sponsors to work with us to continue creating exciting IP, innovative formats, and experiences that put women at the center."

Mario Malavé, Mercury/13's co-founder and co-CEO who leads all investments, business activities, and oversees football operations, said, "Avenue's track record in sports and the caliber of their investment team speak for themselves. They've already proven to be fantastic partners, and we're excited to build alongside them as we focus on growing our presence across Europe."

"Avenue is thrilled to commit to women's football by joining with Victoire, Mario, and the Mercury/13 team to identify potential investments in women's football clubs across Europe," said Marc Lasry, Avenue Capital Group's Chairman, CEO, and Co-Founder. "Mercury/13's mission to inspire a global female audience is an essential one, and the company's investment in and transformation of Como Women has been impressive. We welcome the opportunity to expand our involvement in this dynamic sport at this important juncture."

About Mercury/13
Mercury/13 is a multi-club ownership group focused on acquiring equity interests in European professional women's football teams. The company aims to become the industry standard in women's football ownership by identifying and investing in the next decade's super clubs and fueling their commercial power to attract a massive yet underserved market: women.

Co-founded and led by Victoire Cogevina and Mario Malavé, the group comprises seasoned executives with successful track records in sports, investment, and technology. Mercury/13 is the current majority owner of FC Como Women, an independent women's club competing in Italy's Serie A Femminile. 

About Avenue Sports Fund
Launched in 2023, Avenue Sports Fund's core areas of investment focus include debt and preferred equity, minority stakes in established leagues, women's sports, emerging leagues to capitalize on areas of exponential growth, and other sports businesses and properties. 

Avenue Sports Fund is one of many funds of Avenue Capital Group, a global investment firm focused on specialty lending, opportunistic credit and other special situation investments with longstanding global reach in the United States, Europe, and Asia.  Avenue, founded in 1995 by Mr. Lasry and Sonia Gardner, draws on the skills and experience of over 65 investment professionals and more than 180 employees operating from its headquarters in New York and 10 offices worldwide.  Avenue has over $12 billion in assets under management.

Media Contacts

For Mercury/13: Alejandra Depalma, [email protected]
For Avenue: Todd Fogarty, Kekst CNC, [email protected]

SOURCE Mercury/13; Avenue Capital Group; Avenue Sports Fund