Switzerland’s Ascend Sport Technology AG is exploring strategic options, including a reverse merger with a listed shell company that could value the firm between 500 million and 600 million Swiss francs ($740 million), according to people familiar with the matter.

The proposed merger would allow Ascend Sport to become publicly listed without the lengthy traditional IPO process, potentially accelerating access to capital markets.

Headquartered in Zurich, Ascend Sport operates in the sports technology sector, developing solutions for athlete performance and fan engagement.

Analysts note that a valuation in this range would place the company among the larger private sports firms in Europe, highlighting the growing investor interest in sports technology investments.