L Catterton and Patricof Co. have announced the formation of CHAMP ("CHampion Athlete Managing Partner"), a new partnership to pursue brands across the consumer landscape aiming for growth through deeply aligned athlete involvement.

“We have spent years building trust-based relationships with some of the world’s most prominent athletes, and observing that those athletes can drive better outcomes when they have skin in the game,” says Patricof Co. CEO Mark Patricof.

Private equity involvement and the increasing amount of sports and athlete-focused venture funds are clear indicators of the state of the sports investing world right now, specifically revolving around athletes. Athletes are growing aware with much deeper understanding of the potential they carry with their personal brand, translating it into alignment-based investments, opting for endorsements through ownership rather than cash payouts.

The basis of the partnership between L Catterton, a $40 billion private equity firm, and Patricof Co., an athlete-centric investment and advisory platform, brings together two forces to capitalize on the opportunity for broadened returns through the inclusion of elite athletes on the cap table.

Kiki Rice won the National Championship with UCLA just a few weeks ago, got drafted by the WNBA expansion team Toronto Tempo at pick six, and has now joined publicly-traded nail brand MiniLuxe as an investor and National Brand Ambassador.

Capitalizing on a crazy month, Rice has made an investment in a company which she felt familiar and naturally aligned with, as she already posted content during March Madness with the brand.

Aside from a simple investment, this is a partnership that has valuable upside for both MiniLuxe and Rice. Rice now serves as the face of the brand as an ambassador, and by having ownership and long-term commitment, she can bring the company into the audience of a rapidly growing women’s sports industry over time.

MiniLuxe, a publicly-traded company, are capitalizing on the long-term value of a naturally aligned athlete owner/brand ambassador by offering an equity stake for endorsements previously done for cash.

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Electrolyte Boost, founded by Gary Kleinman in 2023, produces waterless function nutrition products to provide immediate efficacy and effect.

Why should athletes care?

The functionality and convenience behind Electrolyte Boost provides clear alignment with the lifestyle of an elite athlete. Having no water delivery allows for fast absorption and eliminates the need for bathroom breaks, making it ideal for professional sports.