Bill Chisholm
Bill Chisholm and 6th Street investment in Boston Celtics controlling stake
Lazard announced today that it acted as the sole financial advisor to Sixth Street in relation to its investment in consortium leader veteran investor Bill Chisholm. The consortium has agreed to buy a controlling stake in the Boston Celtics, one of the most successful and recognisable franchises in the National Basketball Association (NBA). This transaction is evidence of the growing prominence of institutional capital in professional sports and Lazard’s ongoing dominance of sports franchise transactions and intricate international transactions.
Boston Celtics Purchase: A Watershed in Sports Finance
The Boston Celtics purchase is one of the most high-profile sports ownership deals in recent history. The Celtics are worth $4.7 billion in 2024, making them one of the five most valuable NBA teams, Forbes estimates. The franchise has 17 NBA titles, all-time greats, and an international following that extends far beyond Boston.
The league itself is healthy, with league-wide revenues exceeding $10 billion a year, fueled by TV rights, ticket sales, and digital media. For investors, the Celtics are not only a basketball franchise but also a resilient global brand. With merchandising, TV rights, and digital interaction driving revenue streams, the franchise has strong long-term prospects.
Through the acquisition of a controlling interest, the consortium is poised to lead the Celtics into their next stage of development, blending heritage with innovation to drive both on-court achievement and commercial growth.
Sixth Street Investment Strategy in Sports
For Sixth Street, the global investment company with assets under management of more than \$75 billion, the deal is part of its overall strategy of investment in strong, brand-driven sectors. The diversified portfolio of the firm covers technology, healthcare, energy, and infrastructure, and it has been consistently growing in sports and entertainment.
With the Celtics, Sixth Street secures exposure to a unique, high-growth asset. The NBA’s international popularity is accelerating, with basketball boasting an estimated 2.2 billion fans worldwide. This global reach provides enormous opportunities for monetisation through sponsorships, streaming partnerships, and merchandise sales.
The investment reflects Sixth Street’s faith in the NBA’s direction, where new broadcasting deals—valued at an estimated $75 billion over 11 years beginning in 2025—are seen to increase team revenues league-wide.
Bill Chisholm Heads the Consortium
The consortium is headed by Bill Chisholm, an experienced private equity professional with decades of deal-making experience. His leadership lends credibility and strategic guidance, especially in value creation and growth planning.
Under Chisholm’s leadership, the team should be tasked with growing the Celtics’ international reach, using digital technology to drive fan engagement deeper, and opening up new revenue opportunities. With the popularity of the NBA exploding in Asia, Europe, and Africa, the consortium believes international expansion is a key growth driver for the future.
Lazard’s Role as Financial Advisor
As sole financial advisor to Sixth Street, Lazard advised the company throughout the deal. This involved assessing the Celtics’ strategic and financial worth, performing due diligence, and negotiating the investment to fit the consortium’s objectives.
Lazard’s M&A advisory knowledge and international footprint gave it the ability to offer actionable analysis of long-term monetisation potential. Its role is an illustration of how the firm remains a key player in advising clients on sophisticated, high-profile transactions where finance meets global branding and culture.
Private Equity in Sports: An Emerging Trend
The Celtics transaction also follows an overall trend of private equity in sports. Institutional investors have invested billions in sports teams since 2020, with PE houses owning stakes in more than 40 professional teams globally.
The reasons are obvious: sports franchises are scarce, recession-proof assets with international fan bases and various monetisation streams. With international broadcasting rights to sports betting deals and e-commerce-driven merchandising, the commercial potential is growing by leaps and bounds.
Transactions such as the Celtics purchase do not only yield financial gains but provide an opportunity for investors to determine the cultural and business destiny of international athletics.
Looking Ahead
The buying of a controlling interest in the Boston Celtics is a new day for the franchise. An infusion of Sixth Street’s capital, Bill Chisholm’s strategic acumen, and Lazard’s advisory capabilities puts the Celtics in a strong position to build their brand worldwide, deepen their connection with fans, and push into new markets.
For Lazard, the transaction highlights its reputation as a reliable advisor to sports franchise M\&A and sophisticated investment strategy. In advising Sixth Street on this milestone deal, Lazard has reaffirmed its position at the center of high-profile international finance.
As institutional money continues pouring into sports, the Boston Celtics deal can be called a cultural touchstone and a financial landmark, bringing together investors, advisors, and fans to define the future of one of the NBA’s most storied franchises.
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