Your Money

Sport and shares: Can success on-field be transplanted off-field?

- March 15, 2024 4 MIN READ
Sport and shares

To mark the start of the football season I had a special edition of The Call this week looking at stocks with a football theme.

There are some sport-specific shares on the Australian market, but also a lot with directors who sit across football and corporate boards of directors.

I picked 10 stocks in this theme and asked Mark Gardner from MPC Markets and Philip Pepe from Shaw and Partners to give their opinion. As I always say, while I try and bring you the opinions of investment experts in their field, you must always get your own individual advice before making any decisions.

Brisbane Broncos (ASX: BBL)

Former rugby league champion and Broncos captain Darren Lockyer is director.

Yes, the Brisbane Broncos rugby league club is listed on the stock exchange in sport and entertainment businesses, gaming monitoring, and ancillary services businesses. It generates revenue from sponsorship sales, merchandise sales, royalties, membership and others. Geographically, the group operates in Australia only.

Mark and Philip’s opinion: Avoid because the stock is so thinly traded that investors could get caught if something went wrong as it could be hard to sell.

Catapult (ASX: CAT) 

A global sports data and analytics company that provides sporting teams and athletes with detailed, real-time data and analytics to optimise athlete performance, avoid injury, and improve return to play. Catapult’s products and solutions are used by more than 4,000 sports teams and athletes, across more than 40 sports and 100 countries worldwide.

Most of the GPS trackers in the back of AFL and Rugby League player jumpers are Catapult.

Mark and Philip’s opinion: A Hold from Philip and Mark would be happy to “nibble” by buying a few sharers and seeing how well it goes.

Sports Entertainment Network (ASX: SEN) 

A sports media content and entertainment business with content across multiple platforms including radio, print, television, online, in-stadium and events.

Mark and Philip’s opinion: Avoid as, again, too thinly traded and it’s having to sell some assets.


Operates in the health care equipment sector, providing and further developing a transformative, end-to-end concussion management technology platform. This platform aims to provide a total concussion ecosystem whereby HitIQ products support the identification, monitoring and management of sport related brain injury.

Mark and Philip’s opinion: Avoid as it’s a very small company and thinly traded but has a really interesting product (basically a mouthguard for sportspeople which can monitor concussion). Both thought it needed to be bought by a bigger group and reckoned it should be on Catapult’s radar [see Catapult above].

MA Financial (ASX: MAF)

Chairman is Collingwood President Jeff Browne and director/co-founder is Sydney Swans President Andrew Pridham. 

A financial services company, specialising in managing alternative assets, lending, corporate advisory, and equities. Commonly described as a sort of ‘mini-Macquarie Bank’.

Mark and Philip’s opinion: Buy from both Mark and Philip saying the recent pullback after its half year earnings has presented an opportunity.

Seek (ASX: SEK)

Co-founder and director Andrew Bassat is President of St Kilda AFL club while brother and Seek co-founder Paul Bassat is an AFL Commissioner. 

Seek is the leading online jobs classifieds site in Australia and operates across Asia Pacific and Latin America. The company invests in artificial intelligence and technology to help connect candidates with jobs and to help hirers find candidates.

Mark and Philip’s opinion: Take profits as the Seek share price has had a good run up and the employment forecast is for a weaker jobs market.

Eagers Automotive (ASX: APE)

Director and biggest shareholder is Nick Politis who is chairman of Sydney Roosters NRL club. 

The largest automotive retailing group in the Australian market, with an estimated share of over 10 per cent of new vehicle sales. The company’s core business involves the ownership and operation of motor vehicle dealerships covering a diversified portfolio of automotive brands. Its range of products and services includes the sale of new and used vehicles, vehicle repair services and parts, among others.

Mark and Philip’s opinion: Hold. Both Philip and Mark say it is a great company but the share price has risen too high. They would look to buy on any weakness in the share price.

Maas Group (ASX: MGH)

Founded by former Rabbitohs NRL player Wes Maas. 

Originating in Dubbo in regional New South Wales, the company provides above-ground plant hire and contracting services to civil construction and infrastructure projects as well as the hard-rock mining sector.

Mark and Philip’s opinion: Hold and watch. One of the most interesting companies on the list. Very successful and surprised both Mark and Philip. Wes is a no-nonsense presenter, according to Phillip, who adds that he looks like he could still play.

Qantas (ASX: QAN)

Chairman is Richard Goyder who is also chairman of the AFL Commission and of Woodside. 

Australia’s national airline operating domestically and internationally with an incredibly valuable frequent flyer program.

Mark and Philip’s opinion: Speculative Buy from Philip and an avoid from Mark. Both prefer listed travel agents like Helloworld, Corporate Travel and Flight Centre in the travel space.

Transurban (ASX: TCL)

Chairman is Craig Drummond who is also President of Geelong AFL Club and director Tim Reed is President of GWS Giants.

One of the world’s largest toll-road operators, managing and developing urban toll-road networks in Australia and North America. It has 17 roads in its Australian portfolio, five in the United States, and one in Canada.

Mark and Philip’s opinion: Avoid. When interest rates were low Transurban was attractive for its dividend yield. But now interest rates are higher, there are better opportunities.

Get Kochie’s weekly newsletter delivered straight to your inbox! Follow Your Money & Your Life on FacebookTwitter and Instagram.

Read this next:

How to manage your portfolio like an elite sports team