🔒CT private equity firm partners to launch athlete branding venture

A Greenwich-based private equity firm has teamed with a New York investment firm to launch an athlete-focused branding company. L Catterton partnered with Patricof Co. to form CHAMP, a platform that connects professional athletes with consumer brands for investment and marketing deals. The venture is structured to link athletes with both emerging and established brands, with a focus on equity stakes and promotional partnerships. More than 250 athletes have joined the platform, including NBA players Kevin Durant and Cade Cunningham, polo player Nacho Figueras and MLB player Bobby Witt Jr., according to the firms. L Catterton and Patricof have previously co-invested in consumer companies including Cholula Hot Sauce, Kodiak Cakes and RealTruck.