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Key people at Monarch Collective.
Monarch Collective operates as an investment fund exclusively dedicated to deploying capital into women's professional sports. The firm focuses on identifying and supporting growth opportunities across the women's sports ecosystem, including established leagues and innovative ventures. It aims to empower and build inclusive, community-driven institutions to drive the advancement and commercial viability of women's athletics.
The firm was co-founded by Kara Nortman and Jasmine Robinson, launching in March 2023. Nortman brings extensive experience from a career in venture capital, while Robinson also contributes an investment background. Their combined expertise and shared vision led to the creation of Monarch Collective, stemming from the insight that a specialized and dedicated investment vehicle was crucial for unlocking the full potential of women's sports.
Monarch Collective partners with organizations and teams that are shaping the future of women's professional sports. Its long-term vision centers on accelerating the expansion and financial health of the sector, ensuring sustained growth and increased visibility. The collective seeks to be a foundational catalyst, enabling the professional women's sports landscape to thrive and reach new heights.
Key people at Monarch Collective.
Monarch Collective is the first private equity firm dedicated exclusively to investing in women’s sports, with a mission to build leading women’s sports institutions that inspire and unite communities. The firm focuses on acquiring minority stakes in top-tier women’s teams, leagues, and related rights, primarily in mature segments of the ecosystem such as the NWSL, WNBA, and now European women’s soccer. Its investment philosophy combines patient capital with deep strategic and operational support, aiming to accelerate growth, professionalization, and commercial value across women’s sports.
Monarch’s debut fund has grown to $250 million, far exceeding its initial $100 million target, reflecting strong institutional demand for exposure to the rapidly expanding women’s sports economy. The firm has already deployed capital across three NWSL clubs—Angel City FC, San Diego Wave FC, and Boston’s expansion team BOS Nation FC—and has made its first international move with a 38% minority stake in German Women’s Bundesliga club FC Viktoria Berlin. By acting as both a capital partner and a value-add advisor, Monarch is helping reshape how investors view women’s sports: not as a niche or ESG play, but as a high-growth, commercially viable asset class.
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Monarch Collective was founded in 2022–2023 by Kara Nortman and Jasmine Robinson, two seasoned investors with deep roots in sports, media, and venture capital. Nortman, a co-founder of Angel City FC and former managing partner at Upfront Ventures, brought firsthand experience building one of the world’s most valuable women’s soccer clubs. Robinson, previously a partner at Causeway (a growth-stage fund focused on sports, media, gaming, and fitness), brought expertise in scaling sports-adjacent businesses and rights-based models.
The idea for Monarch emerged from their shared conviction that women’s sports were undergoing a structural inflection point—driven by rising viewership, sponsorship interest, and cultural momentum—but lacked dedicated institutional capital to scale sustainably. Rather than waiting for generalist funds to adapt, they created the first investment platform focused solely on women’s sports. Monarch’s first move was helping launch BOS Nation FC, Boston’s NWSL expansion team, where Nortman played a key role in conceptualizing the franchise. From there, the firm quickly expanded its footprint, raising over $250 million and establishing itself as a central node in the global women’s sports investment landscape.
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First-Mover Focus on Women’s SportsMonarch is the first private equity firm built from the ground up to invest exclusively in women’s sports, giving it unmatched focus, brand recognition, and deal flow in this emerging asset class.
Strategic, Operator-Led Value AddUnlike traditional PE firms that offer capital and governance, Monarch leverages the hands-on experience of its partners—both as investors and operators—to provide concrete support in areas like hiring, facilities development, market research, and commercial strategy.
Proven Track Record in High-Profile DealsMonarch’s early investments include Angel City FC (where Nortman was a co-founder), San Diego Wave FC, and BOS Nation FC, positioning it at the center of the NWSL’s valuation surge. Its bridge loan in Angel City converted to equity ahead of the Bob Iger/Willow Bay-led control transaction at a $250 million valuation, demonstrating timing and access.
International Expansion with DisciplineWhile many expected Monarch to double down in the WNBA, the firm instead made its first international move with a 38% minority stake in FC Viktoria Berlin, becoming the first non-German investor in the Women’s Bundesliga. This signals a disciplined, global approach to targeting the most mature parts of the women’s sports ecosystem.
Strong Network and Ecosystem LeverageMonarch’s partners bring deep connections across sports ownership, media, tech, and venture capital, enabling it to help portfolio teams attract talent, partners, and follow-on capital. Its team also includes operators with experience in league expansion, broadcast rights, and fan engagement.
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Monarch Collective sits at the intersection of three powerful trends: the commercialization of women’s sports, the institutionalization of sports as an asset class, and the rise of thematic, impact-aligned investing. Women’s sports are no longer seen as a philanthropic or diversity initiative but as a high-growth sector with strong tailwinds—record TV ratings, expanding sponsorship dollars, and new media rights deals.
Timing is critical: Monarch launched just as leagues like the NWSL and WNBA began attracting serious institutional capital and setting new valuation benchmarks. At the same time, traditional sports investors are still catching up, creating a window for a specialized firm to set the playbook. Monarch is effectively defining what a modern, value-add sports PE firm looks like in the women’s game: long-term oriented, operator-led, and globally minded.
By proving that women’s sports can attract hundreds of millions in private capital and deliver strategic upside, Monarch is helping normalize investment in this space. It’s also influencing how leagues structure ownership rules (e.g., NWSL’s limits on PE stakes) and how new franchises are built from day one with professional infrastructure and commercial strategy baked in.
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Monarch Collective is poised to become the defining institutional player in women’s sports investing over the next five years. With its $250 million fund, it now has the scale to pursue larger, more complex opportunities—whether that’s deeper stakes in existing clubs, entry into the WNBA, or further expansion into European and other international leagues.
The firm’s next moves will likely include more cross-border deals, potential investments in women’s leagues outside soccer, and possibly even plays in media rights, data, or fan engagement platforms that sit adjacent to teams and leagues. As women’s sports continue to professionalize, Monarch’s operator-led, ecosystem-aware approach will become even more valuable to both owners and leagues.
In the broader context, Monarch’s success signals that the future of sports investing isn’t just about replicating men’s sports models—but about building new institutions tailored to the unique dynamics of women’s sports. If the last decade was about proving the audience exists, the next decade is about building the infrastructure to serve it. Monarch Collective isn’t just funding that shift—it’s helping design it.
