Sportsology Capital Partners provides strategic capital solutions to professional sports franchises, global sports leagues, and fast-growing SME platforms.


We recognize that sports team owners operate in dynamic environments that demand the synthesis of sporting performance, commercial sophistication, and authentic community engagement.

Combining deep operational expertise and growth financing experience, our goal is to empower owners to pursue initiatives that harness the potential of their organizations by accessing the most efficient and effective sources of capital.


Sportsology Capital Partners was formed as a natural evolution of Sportsology Group, a consultancy business that has provided advisory services to ownership groups at over 65 major sports franchises across NFL, NBA, MLB, NHL, MLS, and European soccer.

The firm was co-founded by two long-standing business partners with complementary skill sets and a shared passion for building world-class sports franchises and platforms.


Mike Forde

Founding Partner

Mike founded Sportsology Group in 2013. Prior to founding the business, Mike was Head of Football Operations and a Board Member of Chelsea Football Club for six years, leading all sporting aspects of the organization’s operations and decision-making. Previously, he served in a similar capacity at Bolton Wanderers. Since founding Sportsology Group, Mike has formally engaged with owners of 80+ major sports franchises across the US and Europe providing consultancy services across Advisory, Executive Search and M&A to tackle key strategic issues at the ownership level.

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John Carroll

Founding Partner

John co-founded Sportsology Capital Partners in 2023 after spending 2020-2023 with WIllowridge Partners. Prior to Willowridge, John was a Managing Director at Central Park Group for seven years, leading the firm’s secondary private equity effort with a focus on origination, evaluation, and execution. He also helped oversee primary commitments and co-investments for the firm’s $1.1 billion fund and was a voting member on all Investment Committees. Previously, John was the Vice President at Coller Capital, making investments on behalf of their $5.5 billion dedicated secondaries fund. Prior to Coller Capital, John was an Associate in Mergers and Acquisitions at Grant Thornton, based in London.

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Lucy Pedlow

Investment Associate

Lucy joined Sportsology Capital Partners as an Investment Associate in 2023. She is responsible for evaluating, executing, and monitoring investments. Prior to joining SCP, Lucy was an Investment Banking Associate in the Financial Sponsors Group at Nomura, based in New York. At Nomura, Lucy was involved in all aspects of transactions, including financial modeling, valuation, conducting due diligence, and process management. Lucy graduated with honors from Cornell University, where she played varsity lacrosse and received a BS in Applied Economics and Management.

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George Gallagher

Senior Consultant

Sports Practice. At Sportsology Capital Partners, George specializes in market research and insights, while also supporting deal diligence and execution. In his role within Sportsology Group, George works with ownership and front office groups to find and create competitive advantages through a full-service advisory model which includes: diligence and feasibility studies, strategic planning, organizational design, functional consulting, and leadership search. George graduated with a BA from Duke University, and sits on the Young Adult Advisory Board for the I’m Not Done Yet Foundation.

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Peter Smith

Research Analyst

Peter joined Sportsology Group in 2022 as a member of their Advisory team based out of NYC. He began his career at Cornerstone Research Group, where he performed economic analysis for billion-dollar litigation cases.  Peter’s areas of focus within Sportsology Capital Partners include sporting operations analysis, league-level forecasting, and financial modeling. Peter received High Distinction in Economics from the University of Virginia for his thesis on exploiting labor market inefficiencies in the NFL draft and went on to obtain a MSc from The London School of Economics and Political Science. 

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Our role is to help to create the conditions required for owners to build and maintain world-class sports and entertainment platforms.

We start from a position of knowledge and are evidence-based in our practice. Our insight-driven research, operational expertise, and embedded relationship will guide the selection of transformational investments and offer differentiated access to deal flow.


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