Simpson Thacher and CMS steer £1bn boxing and darts empire investment

Simpson Thacher and CMS have advised on Bruin Capital’s acquisition of a stake in Matchroom Sport, in a deal reported to value the sports business at more than £1 billion.

Matchroom Sport is the UK-based sports promotion and media business chaired by well-known boxing promoter Eddie Hearn, with operations spanning boxing, darts, snooker and pool.

The family-run company owns the Professional Darts Corporation and has expanded internationally through media rights, live events and broadcasting partnerships, representing big name boxers including Anthony Joshua and Katie Taylor.

Simpson Thacher acted for US-based Bruin Capital, which has acquired a 15% stake in Matchroom, according to the Financial Times. CMS acted for Matchroom as the company looks to expand internationally.

US expansion push

The investment comes as Matchroom seeks to expand further in the US sports market, particularly focused on growing darts.

Founder and president Barry Hearn told the FT the company was planning a “massive push into America”, with Bruin expected to support growth across media rights, streaming and commercial strategy.

Bruin founder and chief executive George Pyne said: “Matchroom sits at the intersection of live events, global media rights, and premium sports intellectual property, and we see significant opportunities ahead, particularly in the United States.”

Sports sector appetite

The deal is the latest sign of continued investor interest in sports and live entertainment assets, particularly businesses with valuable media rights and international audiences.

PitchBook data showed that private equity investment into European sports nearly tripled in 2025 compared with 2024. Investors Apollo Global Management and CVC Capital Partners both created dedicated sports investment funds last year, totalling about $19 billion.

CMS also acted for Matchroom in its partnership and minority investment from sports marketing agency Pitch International in 2024.

Advising

Simpson Thacher acted for Bruin Capital, led by co-head of the firm’s European M&A practice James Howe and partner Christopher Vallance.

CMS advised Matchroom and the Hearn family, led by corporate partner and co-head of media Paul Guite and corporate partner Ben McParland.