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NO. 20 · SEPT. 25, 2026

Stephen Ross Is Shopping a Fifth of the Miami Grand Prix

The Dolphins owner is in advanced talks to sell 20% of Formula One's Miami race to Otro Capital, the latest step in pricing his sports empire one piece at a time.

By Nick Schupak · The Periodical, Issue 01 · p. 68

The owner of the Miami Dolphins is getting ready to sell a piece of a car race. Stephen Ross is in advanced talks to sell a 20% stake in Formula One's Miami Grand Prix to the private equity firm Otro Capital, Front Office Sports reported. No deal is final, the talks cover only the race, and Ross has no plans to sell all of it.

It wasn't clear what a deal would value the race at. The Grand Prix sits inside Ross Sports and Entertainment, a company formed in August to hold the Dolphins, Hard Rock Stadium, Ross's roughly 45% of the Miami Open and a private driving club. Ross has owned the race since 2021, and it has sold out five years running.

It is a proven event, not a speculative one. The prospective buyer is no stranger to the sport. Otro already holds a stake in the Alpine F1 team, and this year it closed an investment in the University of Utah's new athletics company.

A deal would bring in a partner that already knows Formula One from the inside. The race has been priced before, but never on its own. In late 2024, Ross sold 13% of the Dolphins, the stadium and the race together to Ares and Joe Tsai at a valuation of about $8.1 billion.

In that deal, the Grand Prix was one ingredient in a bundle. A sale of a fifth of the race by itself would do something the earlier transaction did not: put a standalone price on the Grand Prix. What Ross is really doing is taking one piece of a bundled sports empire and pricing it on its own.

That fits a pattern running through the business. Sports properties are increasingly being taken apart and priced one piece at a time. The NHL did it with local television, selling four teams' rights centrally after the regional network that used to hold them fell apart.

Benfica sold the name on its academy separately from the name on its shirt. Nix Biosensors is splitting its data business away from the hardware that created it. Even the Premier League's shirt sponsors are a version of the trend: the front of the shirt was repriced overnight when gambling left, and the new buyers say it was worth it.

For Ross, the Miami race is the obvious next candidate. It used to be bundled into a football team's valuation; now it may have a price, and a partner, all its own. And because the talks cover only a minority of the race, the move fits a seller who wants to put a price on his assets without giving up control.

The asset isn't the team anymore. It's the race, the channel, the building, the algorithm, and increasingly, each one has its own buyer. The asset isn't the team anymore.

THE REST OF THE BRIEF

MEDIA

The NHL Sells Local TV Rights for Four of Its Teams The Blue Jackets, Hurricanes, Wild and Blues lost their local

rights when Main Street Sports Group, owner of the FanDuel Sports Networks, collapsed. The league has signed multiyear deals putting them on Charter's Spectrum alongside their Prime Video streams, Sports Business Journal reported. Instead of a fixed rights fee, teams will be paid per subscriber.

They are among the first local deals the NHL has negotiated centrally, and income now tracks how many people take the channel.

Partnerships

Adidas Puts Its Name on Benfica's Academy Benfica and adidas have

extended their kit deal by six years, to 2033. A source close to the deal put it at about €120 million, which would be the largest sponsorship in Portuguese football, though neither side disclosed terms. Adidas also gets naming rights to the club's training and development centre, now the adidas Benfica Campus.

Adidas has supplied Benfica since 1997-98, and for a club that develops and sells young players, branding the academy is deliberate.

Advertising

The Premier League's New Shirt Sponsors Say It's Working In the first Premier League

season without gambling brands on the front of shirts, the chief marketing officers of Temporal, Crystal Palace's shirt sponsor, and Knox Hydrate, Newcastle United's, told SportsPro the placement is opening doors and delivering more value than their other marketing channels. After a summer spent asking whether anyone could replace betting money, it's the first real evidence from the other side of the ban.

Technology

Team Owners Back a Sweat Sensor's Software Business Nix Biosensors, whose sweat-

sensing patch is used by pro teams, military units and work crews, closed a $10 million Series A, taking total funding to $17 million. Backers include Shorewind Capital, Great Oaks Venture Capital, the CLIF Bar founders' family office and owners of the Blues, Celtics, Orioles, Rangers and Boston Legacy FC. The money funds Nix Health, which licenses its hydration algorithms to existing platforms.

The hardware built the data; the software is what gets sold.

DEALS SHEET

4Moves

Otro Capital → Miami Grand Prix Undisclosed 20% stake; in advanced talks, not final Adidas → Benfica ~€120M (reported)

Kit renewal through 2033, plus naming rights to the club's campus Charter → NHL Undisclosed Multiyear local carriage for four teams, paid per subscriber Shorewind Capital, Great Oaks → Nix Biosensors $10M Series A, bringing total funding to $17M

W ORK THAT WON

When Content Became Culture

TOMMY HILFIGER / F1 THE MOVIE · EUROPEAN SPONSORSHIP ASSOCIATION CHAIR'S

AWARD

The ESA's first-ever Chair's Award, picked from the category winners, went to Tommy Hilfiger's partnership with F1 The Movie. The entry also won Best Use of Content in the million-euro-plus category, and a second entry from the partnership, on owning the paddock while selling product, was commended for Best Use of PR. San Francisco 49ers Arabic

SAN FRANCISCO 49ERS / ELEVATE · HIGHLY COMMENDED, BEST USE OF SOCIAL

MEDIA IN SPORT, SPORTS INDUSTRY AWARDS MIDDLE EAST

The Instagram account reached 67,100 followers in nine months, passing the Lakers' Arabic account as the most followed in North American sport, and drew 82 million views across platforms in 2025. Elevate was also named Agency of the Year.

OFF THE RADAR

Parents Sue a Youth Hockey Operator Over Hotel Bookings Parents have sued Black Bear Sports over how it handles hotel stays for youth hockey tournaments, seeking at least $5 million in damages, Front Office Sports reported. The case lands in the middle of a Front Office Sports series on private equity in youth sports, where tournament travel is one of the ways operators make money from families. Manchester Storm Scores at Manchester Arena for the First Time in 24 Years The Manchester Storm found the net at Manchester Arena for the first time in 24 years.

Brandon Cutler got the goal as the Storm beat Glasgow Clan 2-1 in the Elite League, in front of a crowd of just over 3,000. S

DEEP DIVE

NO. 20 · FRIDAY, SEPT. 25, 2026

Buyer, Asset, Seller: Inside

the Miami Grand Prix Deal An operator-led firm that may be cashing out of an F1 team, a race locked in through 2041, and an 86-year-old owner splitting his empire into pieces that can each be priced. tart with the buyer. Otro Capital was founded in 2018 by Alec Scheiner, a former president of the Cleveland Browns who, before that, was a Dallas Cowboys executive and a point man on building the Cowboys' stadium, alongside a group of partners from RedBird Capital. Otro calls itself an operator-led private equity firm, and its best-known deal is Alpine.

In 2023, an Otro-led group that included Patrick Mahomes, Travis Kelce, Rory McIlroy and Ryan Reynolds' Maximum Effort bought 24% of the Alpine F1 team for €200 million, an implied valuation of roughly $900 million. The timing now matters. According to PlanetF1, a restriction on Otro selling that Alpine stake without Renault's consent expired on Sept. 8.

Flavio Briatore put Alpine's value at about $3.2 billion in August, which would be roughly four times what Otro's group paid, and Mercedes and a consortium led by Christian Horner have both been linked to the stake. So the same firm that may be about to cash out of an F1 team is reportedly lining up to buy into an F1 race. Now the asset.

The Miami Grand Prix isn't a one-off event; it's a long contract. Formula One announced in May 2025 that it had extended the race by ten years, through 2041. Organizers said the race drew 275,000 people over race weekend in 2024 and contributed more than $1 billion to the local economy in its first three years.

This year's race, won by Kimi Antonelli, drew a three-day crowd that organizers described as similar to the year before, even after a storm threat pushed Sunday's start three hours earlier and thinned out the Sunday crowd. A promoter with a contract that runs another 15 years and a sellout streak is a predictable cash flow, and predictable cash flow is exactly what private equity likes to buy. And the seller.

Ross is 86, and he has spent the last two years splitting a single sports empire into pieces that can each be priced. In 2024, he reportedly turned down $10 billion for everything. Late that year, he sold 13% of the combined Dolphins, stadium and race to Ares and Joe Tsai at about $8.1 billion.

In March, Xiaomi co-founder Lin Bin bought 1% of the Dolphins at a record $12.5 billion valuation. In August, Ross put all of it inside Ross Sports and Entertainment. Selling a fifth of just the race is the next step in that sequence.

It puts a standalone price on the Grand Prix. It brings in a partner that already knows Formula One from the inside. And it does both without Ross giving up control of anything.

Seen together, the three pieces explain why the deal makes sense for each side. Otro, a firm that already knows Formula One from the inside, may be moving from an F1 team to an F1 race just as its Alpine restriction lifts. The race offers the long-dated, sold-out cash flow that suits a private equity owner.

And Ross gets a price tag on one more piece of the empire he has spent two years taking apart.

THE THROUGHLINE

Sports properties are being taken apart and priced one piece at a time. The asset isn't the team anymore; it's the race, the channel, the building, the algorithm, and each increasingly has its own buyer.

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MEDIA RIGHTS