Red Bull: Red Bull Ventures invests in athlete-backed firm APEX Capital

Red Bull Ventures, an investment arm launched by Red Bull in April 2025, has made an investment in APEX Capital, "a sports-focused investment firm backed by athletes" based in Portugal and the UK, according to the latter on 24/09/2025. The value of the investment has not been communicated.

This investment is part of the latest round of financing for the Elite Performance Fund (EPF) launched by Apex in 2023 with €50m in funding, with the aim of supporting start-ups dedicated to the world of sport. The investment arm of the Austrian group specialised in energy drinks has become a partner in the fund alongside several athletes such as Lando Norris, Carlos Sainz Jr. and Valtteri Bottas (Formula 1), Danish footballer Christian Eriksen, former French international Raphaël Varane and Italian Giorgio Chiellini, who complete this round of financing.

The EPF portfolio, which now includes more than 100 athlete investors, comprises companies such as TMRW Sports (sports media and technology), ScorePlay (AI) and Hexis (recovery).

• In the past, Red Bull has invested in various start-ups through…