That a Swedish private equity firm is now cued up as a likely buyer for the NRL team marks a new era in the commercial coming-of-age for Australian sport.

Its owners, including Tripp, his childhood friend Tom Carroll, and Jayco founder Gerry Ryan, hired investment bank Jefferies last year to run a sale process.

The Storm are poised to have a new partner buy in just as the game profits from a record $5.3 billion broadcast deal.