MFO Partners, a US private equity firm led by Usa the Italian financier Carmine Villani, is reviewing strategic opportunities and formulating a proposal to acquire an equity stake in the flagship Series A football club Genoa (Genoa Cricket and Football Club or GCFC) along with an investment in the leading toys maker Giochi Preziosi spa, both now controlled by Italian entrepreneur Enrico Preziosi (see here the press release).
The announcement was made yesterday evening together with the announcement of a strategic partnership with The Native ag, the 100% subsidiary of the Swiss-listed 5EL sa. The objective is to increase the local brand appeal and grow the international fan base of GCFC, through a multi-faceted digital technology & content marketing approach and to develop multiple digital business monetization channels for one of Italy’s iconic sport franchises.
The 5-year partnership with The Native will bring a comprehensive digital and internationalization strategy to GCFC aimed at expanding the Genoa fan base globally and creating new monetization channels for the club through various new forms of digital entertainment, engagement and e-commerce.
The Native is a fully owned subsidiary of Lausanne-based 5EL sa, whose key shareholders include the Swiss sports-to-movies media empire Highlight Event & Entertainment controlled by Mr. Bernhard Burgener who is also the majority owner of FC Basel Holding AG, and E-Commerce Alliance ag, the Munich based and listed e-commerce firm led by Mr. Daniel Wild, who is also ceo of Mountain Partners ag, the Swiss internet investment firm.
Mr. Preziosi has been in talks for some months since last July with potential investors in Giochi Preziosi, after he bought back the 40% stake from its previous Chinese partner Ocean Global, making Giochi Preziosi itsef buying the shares (see here a previous post by BeBeez).
Last Summer the name of Mr. Villani has been already circulating as a possible counterparty in a deal about Giochi Preziosi, as the man used to be a managing director at Gem private equity firm, whih was said to be an ally in a possible deal with Russian VTB bank. While an other potential buyer was said to be a London-based multifamily office having Marc Lasry among its investors, Mr. Larsy being the founder of Avenue Capital US private equity firm. Mr. Villani had been also rumored two years ago in order a possible investment in the Genoa football club, but Mr. Preziosi back then said it was not true.
