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Portfolio

Three holdings. One connected platform.

GSG's portfolio combines an established English football club, a new professional American football franchise and a strategic interest in its pan-European league — built to share audiences, infrastructure and commercial opportunity.

Majority ownership · English football

Leyton Orient FC

Founded in 1881, Leyton Orient is an East London professional football club with deep roots in Waltham Forest. GSG's majority ownership provides the portfolio with an established brand, venue, supporter relationship and community anchor.

Owned franchise · American football

London Guard

London Guard is London's professional American football franchise and will begin competing in the European Football Alliance in 2027, playing its home games at Brisbane Road. The franchise introduces a complementary sport, audience and event calendar to the platform.

Minority interest · League platform

European Football Alliance

The European Football Alliance is a team-owned professional American football league focused on strengthening the quality, visibility and stability of the sport across Europe. GSG's minority interest connects the portfolio to American football at both franchise and league level.

How the portfolio compounds

One city. Two sports. One connected platform.

Together, the holdings create opportunities to:

  • Cross-promote teams to complementary audiences.
  • Give sponsors broader demographic and interest-based reach.
  • Share venue, media, technology and commercial capabilities.
  • Improve operating leverage through year-round activity.
  • Create community pathways through sport, skills development and employment.

Partnership

Sponsorship priced as a portfolio — not a single club.

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