Sports promotional company Matchroom has sold a 15 per cent stake to US investment firm Bruin Capital, the company announced on Monday. The Hearn family will retain majority ownership, with Eddie Hearn continuing as Group Chairman and Barry Hearn as Founder and President. Financial terms were not disclosed, but a Financial Times report values Matchroom at over £1bn, placing the stake at around £150m.
Matchroom, based in Essex, is known for promoting boxing, darts and snooker events. The company was founded by Barry Hearn in 1982 and is now run alongside his son Eddie. The deal will see Bruin join Matchroom's board of directors.
Barry Hearn told the Financial Times that the investment will support expansion into the US, particularly for darts. “We’re going to take darts around the world, especially in America,” he said. Eddie Hearn added that the partnership with Bruin gives Matchroom the ability to accelerate growth in the United States and globally.
Bruin founder George Pyne, a former Nascar and IMG executive, said Matchroom sits at the intersection of live events, global media rights and premium sports intellectual property, with significant opportunities ahead, especially in the US. Bruin also owns Box to Box Films, which produced the Netflix documentary series Matchroom: The Greatest Showmen.
Matchroom represents high-profile athletes including former heavyweight champion Anthony Joshua and teenage darts star Luke Littler. The company had previously explored a sale to Saudi buyers, but Barry Hearn indicated a minority stake was always the preferred option.
