Christian Horner, the British motorsport executive who led Red Bull racing during two decades of Formula 1 dominance, has been working with Oakley Capital as an adviser on the company’s investments in the premier sport.
The move marks his first significant role since leaving the Milton Keynes-based builder earlier this year.
The London-headquartered house, founded by businessman Peter Dubens, said Horner will work with its vendors to identify and open opportunities in what is already one of Europe’s most private markets. Sporting goods, long considered prize-winners, are increasingly being repositioned by high-profile investors as strong, cash-generating businesses with a global growth profile, as institutional capital floods into the sector.
For Horner, 52, the appointment caps a surprising chapter in the business. Between 2005 and 2025 he led Red Bull’s Formula 1 operation to the Drivers’ Championships, six Constructors’ titles and 124 race wins, while overseeing the launch of Red Bull Powertrains and Red Bull Advanced Technologies. Under his leadership, the team has generated more than $3 billion in commercial revenue through international sponsorships, a record unmatched by few in motorsports, or the broader sports business.
Peter Dubens, Founder and Managing Partner of Oakley Capital, said: “Christian Horner is widely recognized as the most successful leader in sports around the world. His track record, expertise and commercial acumen will be invaluable as we continue to grow our sports portfolio. We are increasingly attracted to businesses in this space that share the hallmarks of Oakley’s traditional, strong, industrial-backed investments. ‘Rare’ assets unsold and untapped potential We look forward to working with Christian to unlock these opportunities.”
Horner added: “Sports businesses are benefiting from growing global audience and participation levels as more people embrace healthy, active lifestyles. I have known and respected Peter and the Oakley team for years and have always admired their approach to building ambitious, founder-led businesses. Oakley Capital has built a strong reputation across sports and I look forward to my future collaborations and client support.” together. outstanding sports businesses.”
The hiring fits a wider pattern in the UK midmarket, where private equity houses have been doubling down on co-investment and strengthening strategies to navigate a more prudent fundraising environment. Sports, coupled with consumer lifestyles and traditional digital products, has emerged as a defensive growth story, with worldwide broadcast rights, participation-led categories and high-end consumer products commanding the interest of investors who have long defied the big heads.
Oakley’s existing sports portfolio gives Horner a solid platform to work from. The company invested in Athena Racing, now renamed GB1, ‘Record Challenger’ for the 38th America’s Cup; NOX, a high-performance padel racket brand that has become a global brand in the world’s fastest growing racket game; Vice Golf, a German digital golf brand disrupting traditional equipment sales; and North Sails, a storied marine sports business that remains at the forefront of performance sailmaking.
Industry observers will read the nomination as a sign that Oakley intends to speed up trade in the sector at a time when the valuation of high-end sporting goods is under pressure. For Horner, who deals with team owners, rights holders, sponsors and governing bodies, this report provides a route back to the commercial heart of the sector without the burden of managing the team. Think tank Sportcal noted that the move puts Horner at the center of Oakley’s sports partnership strategy, reflecting how senior executives are moving into advisory roles at private equity firms as the property division grows.
For seasoned readers of the UK’s private markets, the message is clear: smart money treats sport as an industry, not a hobby, and Oakley wants a seat at the table when the next generation of category-defining businesses change hands. Those eager to understand the mechanics behind these deals can also revisit Business Matters’ guide to investing in cryptocurrencies as an insider.
