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After Sponsoring Tiger Woods to Fight Off $3,000,000,000 LIV Betrayal, Global Giants Launch Another Sporting Revolution

Published 09/07/2023, 1:14 PM EDT

There are a few alarming trends developing on the global stage of the worldwide sporting industry. With commerce now taking a more significant role in determining the fate of every sport, the influx of money from wherever possible also determines the stories of some of the greatest sporting icons we’ve seen. For instance, Tiger Woods was just months ago saved from Saudi Arabia’s Public Investment Fund’s $3,000,000,000 onslaught in the shape of LIV Golf. And the players who orchestrated Woods and Rory McIlroy‘s TGL Golf League are back at it again.

After the public betrayal, Woods was given a helping hand to fight LIV Golf with his own endeavor. Now, Apex Capital, the global giants who facilitated that ploy have seemingly teamed up with some of the biggest names in Formula 1 to kickstart yet another global sporting revolution.

After Golf, F1 becomes the latest commercial hotbed

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Who knew there was so much money in sports? But with the advent of these athletes becoming household names and superstars, their marketability and resources have convinced Apex Capital to channel their investments through the F1 route. So, what’s the plan exactly?

According to Bloomberg.com, “Apex Capital is starting a new fund with backing from athletes including Formula 1 driver Lando Norris to invest in business areas including sports-related technology and entertainment.”

“Possible investment targets for the €50 million ($54 million) fund will focus on athlete performance, nutrition or fan engagement, Apex Chief Executive Officer António Caçorino said in an interview.”

“Rubbed a Lot of Tour Players the Wrong Way”: Despite Tiger Woods’ Absence, Resurfacing Video Proves Why He Is Still Missed

Valtteri Bottas and Carlos Sainz join Norris in this commercial ploy, but who exactly is Apex Capital?

Who is Apex Capital?

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They’ve teamed up with the likes of Tiger Woods to the fastest drivers on this planet. With money on their leash and a vision on their minds, Apex Capital is looking to revolutionize the arena of sports entertainment. But who are they?

According to their website, “The APEX team is where sports excellence meets investment expertise. With over 30 years in the game, our team brings the best from both arenas.”

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Can Apex touch and revolutionize the worlds of Golf and Formula 1 for the better simultaneously?

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Written by:

Anirban Aly Mandal is a senior F1 writer at EssentiallySports, with over 500 articles published on the platform. Anirban's love for F1 started when he discovered a copy of F1 2014 while playing on his computer, and he has since then dived deep into the world of motorsports. Anirban's expertise goes beyond just writing - he has also written several academic papers focused on the domain of motorsports.

Edited by:

Aishwary Gaonkar

After Sponsoring Tiger Woods to Fight Off $3,000,000,000 LIV Betrayal, Global Giants Launch Another Sporting Revolution

After Golf, F1 becomes the latest commercial hotbed

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Who is Apex Capital?