Sunderland AFC co-owners purchase SX Global

World Supercross Championship promoter sold to group led by Kyril Louis-Dreyfus, Juan Sartori and Adam Bailey.

SX Global, promoter of the World Supercross Championship (WSX), has been sold to an investor group.

Confirmed:

  • Investor group is led by Sunderland AFC co-owners Kyril Louis-Dreyfus and Juan Sartori
  • Current WSX chief executive will also form part of the new leadership group

Context:

Louis-Dreyfus became the youngest chairman in English soccer history when he purchased a controlling stake in Sunderland AFC in 2022; Sartori is a co-owner alongside the Frenchman and also operates as vice-president of French soccer club AS Monaco. Bailey is one of the original founders of WSX, he was appointed as chief executive at the end of last year.

Comment:

Louis-Dreyfus said: “I’m delighted to formally be involved with the FIM [International Motorcycling Federation] World Supercross Championship as part of the new ownership group. We’ve identified exciting opportunities for the burgeoning championship and can’t wait to further showcase the thrill of the sport and talent of these amazing athletes to more people around the world.

“While we aspire to expand and elevate WSX to become a globally renowned championship, we also recognise the need for immediate short-term changes to ensure a brighter future. There’s a lot of work to do, but we’re excited for the challenge.”

Coming next:

The championship may have a short 18-month history, but the requirement for investment and a new growth plan highlights its early struggles. Its inaugural season under SX Global saw just two events staged, while 2023 has already seen France drop off the calendar.

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