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Key people at 125 Ventures.
A NYC-based venture capital firm committed to investing in cutting-edge technologies and companies shaping the future of women's sports, media, and entertainment and unlocking new opportunities for growth.
125 Ventures is a New York-based venture capital firm founded in 2023 that invests in cutting-edge technologies at the intersection of sports, media, and entertainment, with a strategic focus on women's sports and underrepresented founders.[1][3] The firm's mission centers on identifying and capitalizing on what it views as a watershed moment in women's sports investment—recognizing that only approximately 1% of venture capital currently flows to women's sports despite significant growth potential.[2] The firm manages a $25 million Fund I, with the majority of capital deployed at the seed stage and approximately 20% allocated to Series A companies.[2]
125 Ventures operates with a thesis that technology will fundamentally reshape these industries through AI-driven analytics, content personalization, and data optimization. The firm tracks key trends including AI's impact on content creation and performance analytics, the monetization opportunities emerging from college athletics' name, image, and likeness (NIL) landscape, and the explosive growth of the creator economy where influencers now command audiences rivaling traditional celebrities.[2][3] By focusing on diverse-led, women-led, and LGBTQ-led companies, 125 Ventures positions itself not just as a capital provider but as a champion of underrepresented entrepreneurship in high-growth sectors.
125 Ventures was founded by Lorine Pendleton, a distinguished venture investor with over a decade of experience and more than 35 early-stage investments to her name.[3][4] Pendleton's background is uniquely positioned for this focus: she is a former entertainment attorney who represented legendary artists including Prince and Stevie Wonder, and has held key roles at top law firms and agencies with deep expertise spanning tech, media, entertainment, and sports.[3][4] The firm's name itself pays homage to Harlem, reflecting Pendleton's commitment to community and impact investing.[6]
Pendleton's investment journey prior to founding 125 Ventures included managing funds through Portfolia, where she demonstrated exceptional performance. Her first two funds—a $6 million fund and a $7 million fund—both focused specifically on underrepresented founders, and notably, Fund I achieved a gross internal rate of return (IRR) of 32%, making it the best-performing fund among 15 Portfolia funds.[2] This track record of identifying and backing diverse-led companies provided the foundation and validation for launching 125 Ventures with a more specialized thesis around women's sports, media, and entertainment.
125 Ventures operates with a clear, time-sensitive investment thesis: the women's sports sector is at an inflection point where valuations remain low relative to growth potential, but this opportunity window is closing rapidly.[2] The firm cites Deloitte and Sports Consultancy Group data showing over 300% growth in the past three years with projections for similar growth through 2030, creating a compelling "buy low" narrative.[3] This specificity allows the firm to develop deep expertise and networks rather than competing as a generalist investor.
The firm's leadership has demonstrated exceptional returns when investing in underrepresented founders—a 32% gross IRR from Pendleton's previous fund work significantly outperforms typical venture benchmarks.[2] This creates a competitive advantage in sourcing and supporting founders who may be overlooked by traditional venture capital, while also aligning with growing institutional demand for diversity-focused investing.
Rather than casting a wide net across sports, media, and entertainment, 125 Ventures identifies specific high-potential sub-sectors: women's sports, AI and data analytics, college athletics and NIL opportunities, content creator communities, and live immersive events.[2] This segmentation allows for targeted pattern recognition and network building within each vertical.
The team combines venture expertise with deep operational credibility. Heidi Diamond brings executive experience as former President of Broadcast at Martha Stewart Living Omnimedia and EVP at AMC Networks, providing media industry expertise.[3][4] Brett Johnson, an advisor, operates Benevolent Capital and owns professional sports franchises including Ipswich Town FC and Phoenix Rising FC, offering direct sports industry access and deal flow.[3][4] Michelle Mammen holds an MBA from Northwestern's Kellogg School and brings investing experience from Portfolia plus management consulting background.[4]
125 Ventures operates at the convergence of several powerful macro trends that are reshaping capital allocation and entrepreneurship. The first is the structural underinvestment in women's sports—with only 1% of venture capital flowing to this sector despite explosive viewership growth and media rights expansion, the firm is positioned to capture value creation before the market corrects.[2] This mirrors historical patterns where early-stage capital concentration in emerging sectors generates outsized returns.
The second trend is AI's democratization of content and analytics. As artificial intelligence becomes embedded in sports analytics, content personalization, and performance optimization, technology-enabled companies gain competitive moats that traditional sports organizations cannot easily replicate.[3] 125 Ventures' focus on tech-enabled companies rather than pure sports plays positions it to back the infrastructure and tools that will power the next generation of sports, media, and entertainment.
The third is the creator economy's maturation and monetization. Social media influencers now command audiences and revenues ($100M+ for top creators) that rival traditional entertainment properties, yet venture capital has been slow to build institutional infrastructure around creator communities.[2] This represents a significant gap between market reality and capital availability.
Finally, the firm benefits from regulatory tailwinds in college athletics. The recent opening of NIL opportunities for student-athletes has created an entirely new asset class and entrepreneurial opportunity set that barely existed five years ago.[2] Early-stage investors who understand this landscape can back companies that become essential infrastructure for this emerging market.
125 Ventures' focus on underrepresented founders also positions it within the broader ESG and diversity investing movement, which has become a material factor in institutional capital allocation and LP decision-making.
125 Ventures is well-positioned to become a defining voice in sports tech and media investing, particularly as capital increasingly recognizes the structural opportunity in women's sports and creator economy infrastructure. The firm's combination of specialized thesis clarity, proven track record with diverse founders, and experienced operating team creates a compelling investment narrative for LPs seeking exposure to high-growth sectors with favorable timing dynamics.
The near-term trajectory will likely depend on the firm's ability to deploy Fund I capital effectively and generate early exits or significant value creation that validates its thesis. Success here would likely lead to Fund II fundraising at a larger scale, potentially establishing 125 Ventures as a category leader in sports and media tech investing. The firm's focus on seed and early Series A companies means it will need to demonstrate strong follow-on investment capacity and board support to help portfolio companies scale.
Looking ahead, the convergence of AI advancement, continued women's sports viewership growth, and the maturation of creator economy business models suggests the sectors 125 Ventures is targeting will remain attractive to capital for years to come. The firm's early positioning in this landscape—combined with Pendleton's credibility and the team's operational depth—positions it to influence not just which companies get funded, but how the entire sports, media, and entertainment technology ecosystem evolves. The question is not whether these sectors will attract capital, but whether 125 Ventures can establish itself as the premier venture partner for founders building the future of these industries.
Key people at 125 Ventures.
