City and Gulf investors track golf’s newest global venture

The World Players Super League, headquartered in Dubai and backed by high-profile business leaders, is drawing interest from sovereign wealth funds and private equity as it expands rapidly from its European roots

A new golf competition headquartered in Dubai is seeking to position itself as a major global player, combining sport, celebrity and business networking in a model that has already attracted thousands of members and the attention of institutional investors.

The World Players Super League (WPSL), launched out of the European Players Super League (EPSL), says it has built a membership of around 50,000 across 37 countries. Three executives share responsibility: Russell Yeomans oversees global tournaments and Middle East territories, Feisal Nahaboo manages the EPSL and merger activity, while Håkan Aakerlund directs world matchplay operations. The group indicates that up to ten further mergers and co-operations are under discussion.

The EPSL began two years ago as a European competition bringing together former Ryder Cup players, tour winners, business executives and celebrities under a handicap system designed to enable mixed-ability play. The WPSL extends this internationally, with more than 2,000 UAE residents joining, including an estimated 350 chief executives. Its first full season is due to begin this month.

Growth has attracted corporate partners. Retail brands are understood to be in talks and sponsors already include UAE property developer Dagusta and pizza chain Papa John’s. Former Ryder Cup golfer Oliver Wilson, a brand ambassador for True Retail, promotes the company to the league’s 50,000 members.

The league also highlights support from a group of private investors, with funds channelled into infrastructure and product development.

A roster of well-known sports figures has associated with the concept. Footballers Robbie Fowler, Andy Cole, Lee Dixon, Teddy Sheringham, Alan McInally, Ronnie Whelan, Steve McMahon, Bruce Grobbelaar, Jason McAteer and Matt Le Tissier have participated, while further approaches have reportedly been made to John Terry, Jamie Redknapp, Jermain Jenas and Ryan Giggs. Former Fulham midfielder Jimmy Bullard has also been offered a role.

Aakerlund said: “As a founder, I see tremendous value in this partnership and the new ‘golf super group’.

“We are already one of the leading players with the world’s largest match play tournament, but through WPSL a whole new dimension opens up.

“The combination of strong technology, global reach, and a network of professionals, amateurs, and business leaders creates synergies that can transform the golf industry at its core.

“For me, the interest lies in being part of building a platform that unites community, competition, and innovation – and that can inspire the next generation of golfers worldwide.

“Between us all we have 50,000 playing golf amateurs and it won’t be long until we have 100,000. I’m so excited to be part of this movement.”

The business model draws heavily on Nahaboo’s earlier “overnight multiple merger” strategy, credited with building the accountancy firm Xeinadin to a £1bn valuation in seven years.

Nahaboo said: “The World Players Super League (WPSL) is poised to unite a substantial playing base of 50,000 members, attracting notable third-party providers of innovative products and services.

“This presents a significant commercial opportunity for WPSL, and it’s likely that independent retail parties will consider merging with us as we build momentum. By creating synergies and integrating complementary pieces, we can unlock enormous value and drive growth as a cohesive group.

“We can repeat Xeinadin achievements and more as golf is a saturated industry lacking consolidation. Huge opportunity lies in front of us.”

The WPSL claims a projected business value exceeding £100m if expansion into golf-related real estate proceeds as planned. The organisation suggests that if it promotes 100 golf properties through its network at £50,000 profit per property, the valuation could reach £50m in that segment alone, with a 10x city value multiple applied in line with market norms.

Online reach is already considerable. The EPSL and WPSL together report 50,000 members, 312,000 YouTube followers and more than 20 million social media followers across members’ accounts. Observers note that at least 50 sovereign wealth fund and private equity representatives have engaged with Nahaboo on social media in recent months.

Yeomans said: “We’re currently in discussions with several golf businesses regarding potential mergers with the World Players Super League.

“As we continue to cooperate and merge with complementary businesses, we’re exploring opportunities that can enhance WPSL’s profits and business value.

“Ongoing merger discussions include golf tours, golf competitions, retail businesses, as well as non-golf related products such as cryptocurrency, FX, and financial services. By leveraging our vast reach through our 50,000-member base, YouTube channel, and millions of followers via celebrity social media accounts, new partners can benefit instantly from joining the WPSL umbrella.”

Sovereign wealth funds in the Gulf and London private equity firms are said to be monitoring the league’s merger-driven expansion model, with speculation that a London stock exchange listing could be contemplated in future. Organisers also point to how the concept aligns with Middle Eastern governments’ wider ambitions to diversify investment portfolios and promote luxury lifestyle ventures.

Beyond finance, the appeal for members lies partly in access to prestigious courses. The WPSL cites venues ranging from Royal St George’s, Royal County Down and Ballybunion to Yas Links and Abu Dhabi National, as well as Trump Doonbeg and Sawgrass in the United States.

Main image: Feisal Nahaboo, founder of the European Players Super League, has unveiled the new World Players Super League following a major merger with UAE-based Sport2Business. Credit: Feisal Nahaboo