Agnelli, Chiellini and Benetton launch sport-tech investment firm Gamma Waves
Former Juventus president Andrea Agnelli has returned to the sports industry by launching a new investment firm, Gamma Waves, alongside former Juventus defender Giorgio Chiellini and businessman Rocco Benetton. The Amsterdam-based venture, officially announced on Tuesday, is backed by an initial capital of 55 million euros provided by its founding partners, with an ultimate target of raising 100 million euros, according to the company's official statement.
Gamma Waves is structured as a permanent capital investment company with a dual focus on acquiring sports intellectual property (IP) and investing in sports technology startups. The firm's stated strategy is to bridge the gap between traditional sports assets and technological innovation, creating a synergistic platform where each side accelerates the other's growth. Agnelli told the Financial Times that he is not seeking to prove anything but, at 50 years old, sees an opportunity to write another exciting chapter.
The launch marks Agnelli's most significant move since his departure from Juventus in late 2022, following the club's financial scandal and points penalty. Chiellini, who retired from playing in 2023 and currently serves as Juventus's director of football strategy, brings his deep on-field experience and network. Rocco Benetton, of the prominent Italian business family, adds financial and commercial expertise. The trio aims to build what they describe as a multi-franchise platform.
The firm's investment thesis, as outlined in its launch materials, hinges on the belief that the future of sport will be digital, immersive, and personalized. Gamma Waves plans to acquire minority stakes in forward-looking competitions, clubs, teams, and athlete formats while simultaneously investing in growth-stage Sports Tech companies. These tech investments will focus on areas like fan engagement, athlete performance, data analysis, AI-driven content production, and the connected athlete ecosystem.
Chief Investment Officer Kyang Yung, appointed to lead the investment decisions, highlighted the complementary nature of the founders in a statement reported by Calcio e Finanza. Yung described the combination of an owner, operator, and athlete at the same table as a powerful and rare approach. The operational plan involves forging long-term partnerships with sports franchises and competition operators, investing in companies that enhance how sport is experienced and measured, and building an operational platform to help partners modernize without losing authenticity.
Agnelli explained the vision further, stating to Calcio e Finanza that sport is one of the few things people truly feel, but the way it is consumed is changing radically. He emphasized that tomorrow's game is unconventional and requires an unconventional approach, with Gamma Waves aiming to lead innovation while respecting sport's heritage. The firm intends to build patiently over the long term, asset by asset, rather than chasing hype cycles.
The move positions Agnelli back at the forefront of sports business innovation, a role he was known for during his tenure at Juventus, which included stadium ownership and bold commercial strategies. For Chiellini, it expands his post-playing career into the global investment sphere beyond his current role at Juventus. The launch of Gamma Waves reflects a growing trend of investment vehicles seeking to capitalize on the convergence of media, technology, and live sports assets.
