HomeNewsLicensing and MerchandisingChina

Anta-led consortium snaps up Amer Sports

The Mascot Bidco Oy consortium, led by Chinese sportswear giant Anta Sports Products, has completed a deal to acquire Finland-based Amer Sports, marking a significant step into the winter sports market.

Amer operates winter sports and outdoor brands such as Atomic and Salomon, as well as Arc’teryx, Peak Performance, Mavic, ENVE, Suunto, Wilson and Precor.

China is gearing up to host the winter Olympics for the first time in Beijing in 2022, and Anta Sports is an official domestic sponsor of the Games.

The takeover, which was first outlined in September before its full launch on December 20, has been approved by the vast majority of Amer Sports’ shareholders.

After the acceptance period for the offer expired on March 7, Amer Sports said that 94.4 per cent of the tendered shares had been snapped up by Mascot Bidco, which also includes internet company Tencent, businessman Chip Wilson, and investment vehicles Anamered and FountainVest, amongst others. Tencent is also a partner of the 2022 Games.

The deal has been valued at €5.6bn ($6.3bn), with Anta securing a stake of about 58 per cent in the company. FountainVest will take a 15.8-per-cent stake, while Tencent will have about 5.6 per cent and Wilson will receive 20.7 per cent.

Anta, which served as a sponsor of the Chinese Olympic team at the 2016 and 2018 Games, sells the Fila and Descente brands in China, as well as its own Anta brand.

Most recent

Formula One is likely to implement virtual advertising more widely in its global broadcast feed following its sponsorship and data rights partnership with ISG. But the sport needs to be careful not to fall foul of broadcast regulations concerning product placement. Ben Cronin reports

German football has earned praise for its blend of ideological purity and commercial nous, but calls to reform restrictions on private ownership and investment are growing. With the Bundesliga’s media rights coming to market, Callum McCarthy explores how the league’s commercial performance over the next 18 months could shape its long-term future.

Paul Rabil, who, with his brother Mike, started up the Premier Lacrosse League in the US, talks to Bob Williams about how they plan to make a success of the new league and about the challenges of setting up a new sports league from scratch.

After suffering early growing pains, the Big3 basketball league appears to have found its feet ahead of its third season this summer. Bob WIlliams reports.