Why I Invest in People-First Organizations — On and Off the Pitch
Brazil, 13th Jul 2026 – I get asked fairly often what my investment thesis actually is, as if there’s a single sector or metric I’m chasing across every deal I look at. There isn’t. What I’m actually looking for is much simpler and much harder to fake: organizations that put people first, structurally, not just in their messaging. That thesis applies just as much when I’m looking at a football-adjacent opportunity as it does when I’m looking at a technology company.
This isn’t a values statement I attach after the fact to justify a decision. It’s the actual filter I use before I look at financials.
Culture Is a Leading Indicator, Not a Trailing One
Most investors, and most football executives for that matter, treat culture as something you assess after performance has already told you whet...
