John Carroll of SCP (Sportsology Capital Partners) discusses the growing adoption of institutional investment into sports franchises, the dynamics around valuing them, and how innovation can create attractive opportunities for investors. He emphasizes that diversified revenue streams, strategic ownership benefits, and favorable market tailwinds position the sports sector as an emerging asset class. John concludes by offering SCP's outlook on the market and sharing advice for young professionals seeking to break into this niche but expanding area of private equity.