In 2003, Roman Abramovich’s acquisition of Chelsea FC marked a turning point in the commercialisation of sport. No longer just the domain of athletes and fans, professional sport became a serious proving ground for global capital and strategic investment.
Two decades on, the acquisition of specialist consultancies like Portas by agencies such as CAA Sports is emblematic of how much the business of sport has evolved—and how embedded it has become in the broader world of international commerce.
On May 12, CAA Sports announced it would acquire Portas Consulting, a London-headquartered management consultancy with offices in Riyadh, Dubai, and Singapore. The deal, which is subject to regulatory approval, brings around 160 consultants into the fold and will see the firm rebranded as CAA Portas. Financial details were not disclosed.
The acquisition is one of a growing number in recent years as sports agencies seek to bolster their capabilities beyond talent representation and rights negotiation. Portas has carved out a strong niche advising governments, national sports bodies, federations and investors on participation strategies, governance structures and long-term commercial planning.
“The global sports marketplace is evolving rapidly,” said Paul Danforth, president of CAA Sports, in a statement. “By adding this unique expertise to our already robust suite of services, we are uniquely positioned to help shape the future of the global sports industry.”
Founded in 2006, Portas has worked in over 40 countries, advising on national sport policies, league optimisation, major event bidding, and investment strategies.
According to managing partner Donal McElwee, the company has grown organically by 30% per annum for the past decade. He noted the acquisition would allow Portas “to create a world-leading end-to-end advisory business”.
Such moves are increasingly common as global sport becomes more interconnected and complex. CAA’s acquisition follows a string of expansions that include CAA ICON (venue development), CAA Executive Search, and most recently, CAA Global Family Office Advisory. These additions point to an agency model less about transactional deals and more about holistic, long-term client engagement across the sports economy.
For CAA, the move into high-level strategic consulting offers deeper reach into emerging markets, particularly in the Middle East, where governments are investing heavily in sport as part of wider economic diversification efforts.
While fans may focus on scores and transfers, behind the scenes the industry is being reshaped by consultancies and agencies increasingly operating like multinational advisory firms.
