Gillian Anderson Joins Crux Football as Women’s Sport Investment Grows
Gillian Anderson has invested in Crux Football, joining an ownership group focused on building and investing in women’s football clubs across Europe, according to the organisation’s announcements. Founded by former New Zealand international Bex Smith, Crux Football operates a multi-club model exclusively targeting the women’s game to develop independently operated and financially sustainable clubs. The portfolio expanded after acquiring Montpellier Féminines in October 2025 and becoming co-owners of Swedish side FC Rosengård earlier this year.
Multi-Club Investment Models Target European Growth
The investment vehicle aims to capitalise on the continued commercial growth of women’s football by acquiring control positions in European teams and providing central expertise, shared services, data, and scouting resources across its portfolio. Anderson joins a prominent investor group that includes former US internationals Abby Wambach, Julie Foudy, and Leslie Osborne Lewis, alongside basketball great Sue Bird, all of whom participate in the organisation’s Player Investor Collective. Former StatsBomb founder and Brentford head of recruitment Ted Knutson also serves as an investor and strategic director of football.
Mercury13, another multi-club ownership group backed by Avenue Sports Fund following a significant investment in December 2024, recently appointed Kerstin Lutz as Chief Executive Officer and named Mario Malavé as Chief Operating Officer. Lutz brings over two decades of commercial experience, having previously served as CEO of the Billie Jean King Cup and as a board member at Juventus. Mercury13 currently maintains a portfolio comprising Italy’s FC Como Women, Bristol City Women in England, and Spain’s FC Badalona Women. According to Marc Lasry, Chairman and CEO of Avenue Capital, Lutz’s operational expertise and understanding of the European football landscape position the group to advance its mission of addressing structural underinvestment in the sport.
Nutritional Brands Pivot to Professional Cycling Partnerships
The company, which produces fresh juices, smoothies, and shots, currently supplies 40% of Premier League clubs and NFL teams. During the five-stage race spanning from Lincoln to Earlston, EXALT will operate prize and product giveaways in Tour Villages and distribute a bespoke Lloyds Tour of Britain bottle to attending fans.
Darren Henry, Managing Director of British Cycling Ventures, noted that the partnership creates a unique opportunity to take the message of accessible nutrition directly into communities across the UK. Ian Arnold, Head of Pro Sport and Partnerships at EXALT, emphasised that the cold-pressed wholefood products are designed to fuel roadside spectators and riders alike, marking cycling as a natural expansion for the brand’s elite sport portfolio.
Regional Partnerships Anchor Local Sports Infrastructure
At the club level in domestic competition, Bristol-headquartered engineering company Rowden Technologies agreed to a sponsorship deal with the ice hockey team Bristol Pitbulls for the 2026/27 NIHL National League season. The agreement places Rowden’s branding on the Pitbulls’ home and away jerseys and helmets for the campaign running from September to April. Rowden employs approximately 200 people, delivering operational systems for the defence, national security, and emergency response sectors.
Rob Harper MBE, Founder and CEO of Rowden Technologies, highlighted the shared local roots and values between the firm and the team. Jenny Ball, COO of the Bristol Pitbulls, stated that the backing provides valuable support as the club continues to develop both on and off the ice, maintaining a pathway for young players into senior hockey following the rebuilding of the sport in the city.
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