Patricof Co

Patricof Co (P/Co) is a New York-based investment and advisory platform founded in late 2018 by Mark Patricof, former investment banker and son of legendary venture capitalist Alan Patricof, founder of Apax Partners and Greycroft. The firm was built around a structural insight: world-class professional athletes have cultural relevance, brand-building capability, and capital of their own, and if organized properly they become an unusually privileged source of deal flow and post-investment value creation for growth-stage consumer private equity. Patricof Co acts as curator and general partner of this ecosystem, sourcing and advising on late-stage venture and private equity deals, structuring athlete co-investments on a limited-partner basis, and leveraging its athletes' platforms to accelerate brand building, cultural marketing, and corporate governance at portfolio companies. The athlete roster has grown from roughly 85 at launch to approximately 250, including Venus Williams, J.J. Watt, Travis Kelce, Blake Griffin, Kemba Walker, CC Sabathia, George Kittle, and Trea Turner. Patricof Co deployed around $75 million in 2021 alone and, to date, has committed more than $135 million in consumer private-equity capital across 16-plus investments. Two notable realized outcomes stand out: Cholula Hot Sauce, acquired by McCormick for $803 million in late 2020, and The RealReal, which IPO'd in 2019 at a $2.32 billion valuation. Active portfolio deals include Virgin Voyages, TopGolf, and Orgain. The firm occupies a distinct niche at the intersection of consumer investment and athlete-driven cultural marketing. Founders backed by Patricof Co gain not only capital but also access to athlete relationships that can amplify brand awareness and consumer trust in ways traditional institutional investors cannot replicate.