Here's a hypothetical example or two.
I own a 4G (or 5G) football pitch company. I invest 50K into the club and lay a practice pitch for cost. In return I get 5 year's free advertising inside Fir Park and 50% of revenue generated by renting out the practice pitch.
I'm a sports data company. I give you the equipment and software to use for free. In return, you give me all your player data for free and I combine that with other team's data that I combine and sell to sports scientists, universities, journalists and game developers.
I invest 500k for new equipment and faclities in the academy. In return, I get 10% of transfer fees from academy graduates for the next 10 years, capped at 750k.