Dallas-based private investment firm Arctos has added Brian Lafemina as operating partner of the firm that provides custom-made growth and liquidity solutions, innovative thought partnership, and value creation services to sports franchises (Arctos Sports) and alternative asset managers (Arctos Keystone).

“With the demand for sports as an asset class continuing to grow, Brian’s data-centric approach to operations and revenue is extremely valuable to Arctos and its partners,” Ian Charles, co-founder and co-managing partner of Arctos, said in a statement. “We are thrilled to welcome him to the firm.”

Arctos said its operating partners serve in a consultative role, providing their expertise to the firm and its portfolio franchises.

In his new role, Lafemina will leverage his deep experience to advise on and assist in sourcing opportunities, enhance Arctos’ value-add capabilities, and act as an advisor to the firm’s portfolio franchises through the Arctos Operating Platform.

The firm said that Lafemina brings more than three decades of experience in sports operations, leadership, and revenue generation, having spent 20 years at The Madison Square Garden Co., including a role in which he led the business operations for the New York Rangers, New York Knicks, and New York Liberty professional sports franchises as well as being a key member of the team responsible for planning the $1 billion renovation of Madison Square Garden.

Most recently, he was chief business officer for the Los Angeles 2028 Organizing Committee for the Olympic Games and president of the Washington Commanders football club.

Before that, Lafemina led the creation of the National Football League’s Club Business Development department, where he worked with all 32 clubs to develop a tailored understanding of each market and deliver customized business solutions to drive brand and commercial growth.

“Brian is an accomplished and distinguished sports executive with an illustrious career. He brings a unique set of experiences from both a league and team perspective in managing and operating all aspects of a franchise. We are incredibly excited for him to join us,” Doc O’Connor, co-founder and co-managing partner of Arctos, said in a statement.

“The scientific approach Arctos has delivered to sports investing is truly remarkable,” Lafemina said in a statement. “I look forward to joining this team of experts on the heels of an impressive fundraise as they continue to help leading professional sports owners solve complex problems and unlock further value.”

Earlier this month, Arctos announced a $4.1 billion raise to invest in multiple teams across multiple sports.

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