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The ProSports Sponsors Fund tracks the ProSports Sponsors Index - an equally-weighted index designed to measure the performance of companies which are official partners of US Pro Sports Leagues: Football – Baseball – Hockey – Basketball; or a national sports broadcaster with rights agreements with the aforementioned leagues.
Sports fans want to be associated with winning and success. They fuel that need with an attachment to their favorite sports, teams or athletes. The more success the greater the attachment, and with that attachment sports business has profited. On-field success has led to increases in league revenue and team valuations. Why? Because sports fans, and businesses, want to experience the thrill of winning.
We believe that our research has demonstrated that investing in companies that partner with sports leagues in the United States represents a compelling investment opportunity because businesses believe they can increase brand awareness, grow revenues and market share through their attachment to sports. Over time, we believe that the companies that invest in pro sports partnerships grow faster than the broader economy. Research also shows that these partnerships have an influence on the purchasing decisions of fans who follow their favorite sports.
Our Fund gives investors the opportunity to participate in the financial relationships between sports leagues and their corporate partners. These partners believe that sports will continue to provide affiliated brand extension that may lead to greater revenue growth and profits. The Fund can be utilized in a portfolio as a core equity position, and can be viewed as offering exposure to the S&P 500 with a sports specific lens.