In a groundbreaking move expected to revolutionize the sports, entertainment and media industry in Lisbon, and Portugal, APEX, an athlete-driven investment company, has announced the launch of its new €50 million Elite Performance Fund. Spearheaded by world-renowned athletes including Formula 1 sensations Lando Norris and Carlos Sainz, as well as football champions Raphaël Varane and Christian Eriksen, this initiative promises to reshape the industry landscape. At the core of the Elite Performance Fund lies a philosophy dedicated to pushing the boundaries of traditional sports investment, seeking out opportunities that redefine the status quo. Investors gain exclusive access to a meticulously curated portfolio, expertly managed by APEX’s seasoned team known for their credibility and knack for identifying lucrative opportunities in the market. Joining the roster of star investors are notable figures such as F1's Valtteri Bottas, football luminaries Jan Vertonghen, Daley Blind, and Luuk de Jong, alongside surfing sensation Kanoa Igarashi. With a track record of successful investments in elite sports ventures like TMRW SPORTS' Tiger Woods and Rory McIlroy, as well as technology innovators like Playsight and ScorePlay, APEX is poised to lead the charge in a new era of sports investment. The launch of the Elite Performance Fund marks a pivotal moment for APEX, solidifying its position as a trailblazer in the sports investment landscape. Founded in 2020, APEX operates on a unique model that prioritizes investments where athletes can contribute value beyond capital. This approach, according to the founders, has proven to be instrumental in driving successful outcomes and creating value for all stakeholders involved. APEX CEO António Caçorino expressed excitement about the fund's potential to leverage the collective expertise and insights of athletes to drive impactful investment strategies. The fund reevaluates the role of athletes beyond being just capital sources, but repositions them as partners.