Roger Hampel
Lauren Holiday Joins Board of Directors; England Identified as Key Market for Future Growth
Lauren Holiday/Photo Credit: Mercury/13
Mercury/13, the first multi-club ownership group exclusively focused on women’s football, has announced a significant investment partnership with Avenue Sports Fund, a global leader in sports investments. This collaboration marks a milestone in Mercury/13’s journey to establish itself as a dominant force in the women’s football market across Europe.
With this strategic partnership, Mercury/13 plans to acquire additional women’s football clubs in Europe, with England as the primary focus for its next acquisition. The company aims to accelerate the commercial growth of its clubs, solidify their presence in the competitive football landscape, and enhance the global visibility of women’s football.
Mercury/13’s Expanding Vision
In March 2024, Mercury/13 made its debut acquisition by taking over F.C. Como Women, a Serie A Femminile club in Italy. Following the acquisition, Mercury/13 introduced a new brand identity for the club and implemented a series of transformative initiatives, including:
• Appointing a new management team.
• Upgrading training facilities.
• Securing a three-year technical partnership with Nike.
• Overhauling the squad and technical staff.
• Attracting a new title sponsor for the club.
This comprehensive approach underscores Mercury/13’s commitment to developing strong and commercially viable football clubs while fostering a nurturing environment for players.
England: A Strategic Priority
Mercury/13’s next phase of expansion will prioritize acquiring clubs in England, a leading market for professional women’s football. The company’s vision is to strengthen its portfolio by targeting regions with strong growth potential and established fanbases, further building the foundation for sustainable commercial success.
Lauren Holiday Joins the Board
As part of the Avenue Sports investment, former USWNT star and decorated footballer Lauren Holiday has joined Mercury/13’s Board of Directors. A two-time Olympic gold medalist and FIFA Women’s World Cup champion, Lauren Holiday will bring her expertise as an athlete adviser and her passion for advancing women’s football:
“Victoire and Mario have created a special firm distinguished by their vision and determination to transform women’s football. I have been impressed by their work to help turn Como Women into one of Europe’s most exciting clubs, including by emphasizing the value of providing a nurturing environment for players to flourish in their careers on and off the pitch. I look forward to advancing this work in my role as a member of Mercury/13’s board of directors.”
Leadership Statements
Co-founder and Co-CEO Victoire Cogevina, who spearheads Mercury/13’s commercial and branding initiatives, emphasized the importance of forward-thinking partnerships in realizing the group’s goals.
“Our partnership with Avenue Sports Fund, coming just a year into Mercury/13’s journey, will help accelerate our original vision. Now is the time for forward-thinking sponsors to work with us to continue creating exciting IP, innovative formats, and experiences that put women at the center.”
Co-founder and Co-CEO Mario Malavé, who oversees investments and football operations, highlighted the alignment of Avenue Sports’ expertise with Mercury/13’s goals.
“Avenue’s track record in sports and the caliber of their investment team speak for themselves. They’ve already proven to be fantastic partners, and we’re excited to build alongside them as we focus on growing our presence across Europe.”
Marc Lasry, Chairman, CEO, and Co-Founder of Avenue Capital Group, expressed enthusiasm for the partnership.
“Avenue is thrilled to commit to women’s football by joining with Victoire, Mario, and the Mercury/13 team to identify potential investments in women’s football clubs across Europe. Mercury/13’s mission to inspire a global female audience is an essential one, and the company’s investment in and transformation of Como Women has been impressive. We welcome the opportunity to expand our involvement in this dynamic sport at this important juncture.”