Christian Horner, the British motorsport executive who steered Red Bull Racing through two decades of Formula 1 dominance, has been engaged by Oakley Capital as an advisor on the firm’s investments in premium sports.
The move marks his first substantive role since departing the Milton Keynes constructor earlier this year.
The London-headquartered private equity house, founded by serial entrepreneur Peter Dubens, said Horner will work alongside its dealmakers to identify and unlock opportunities in what has become one of the most contested corners of European private markets. Sports assets, long viewed as trophy holdings, are increasingly being repositioned by sophisticated investors as resilient, cash-generative businesses with global growth profiles, as institutional capital floods into the sector.
For Horner, 52, the appointment caps a remarkable commercial chapter. Between 2005 and 2025 he led Red Bull’s Formula 1 operation to eight Drivers’ Championships, six Constructors’ titles and 124 race victories, while overseeing the launch of Red Bull Powertrains and Red Bull Advanced Technologies. Under his leadership, the team generated more than $3 billion in commercial revenue through global partnerships and sponsorships, a track record that few in motorsport, or indeed wider sports business, can rival.
Peter Dubens, Founder and Managing Partner of Oakley Capital, said: “Christian Horner is widely recognised as a highly successful leader in global sport. His track record, expertise and commercial instinct will be invaluable as we continue to scale our sports portfolio. We are increasingly drawn to businesses in this space that share the hallmarks of a typical Oakley investment: founder-led, high-growth and supported by resilient revenues, or under-commercialised ‘scarce’ assets with significant untapped potential. We look forward to working with Christian in order to unlock these opportunities.”
Horner added: “Sports businesses are benefitting from growing global audiences and participation rates as more people embrace healthier, active lifestyles. I have known and respected Peter and the Oakley team for many years and have always admired their approach to building ambitious, founder-led businesses. Oakley Capital has established a strong reputation across the sports and consumer landscape and I look forward to working together in the future and sharing my experience to help support the next generation of standout sports businesses.”
The hire fits a broader pattern in the UK mid-market, where private equity houses have been doubling down on co-investments and bolt-on strategies to navigate a more discerning fundraising environment. Sports, alongside consumer health and digitally native brands, has emerged as a defensive growth story, with global broadcasting rights, participation-led categories and premium consumer products commanding investor appetite that has so far defied broader macro headwinds.
Oakley’s existing sports portfolio gives Horner a substantive platform from which to operate. The firm is invested in Athena Racing, now rebranded GB1, the ‘Challenger of Record’ for the 38th America’s Cup; NOX, the high-performance padel racket brand that has become a global benchmark in the world’s fastest-growing racket sport; Vice Golf, the digitally-native German golf brand disrupting traditional equipment retail; and North Sails, the storied marine sports business that remains a leader in performance sailmaking.
Industry observers will read the appointment as a signal that Oakley intends to accelerate dealmaking in the sector at a moment when valuations for premium sports assets are being stress-tested. For Horner, whose contacts span team owners, rights-holders, sponsors and governing bodies, the brief offers a route back into the commercial heart of the industry without the operational burden of running a team. Specialist outlet Sportcal noted that the move places Horner at the centre of Oakley’s sports partnerships strategy, reflecting how senior executives are increasingly migrating into advisory roles at private equity firms as the asset class matures.
For seasoned readers of UK private markets, the message is unambiguous: the smart money is treating sport as an industry, not a hobby, and Oakley wants a seat at the table when the next generation of category-defining businesses changes hands. Those keen to understand the mechanics underpinning these deals can revisit Business Matters’ guide to investing in private equity like an insider.
