The pitch
What walked into the Den
Alex Street brought Mystery Jersey King to Dragons' Den in season 22, which aired in 2025.
In the pitch, Mystery Jersey King asked the Dragons for £50,000 for 15% of the business, valuing the business at about £333,333.
After the show
What happened next
On air, Mystery Jersey King agreed a deal of £50,000 for 15%, backed by Sara Davies. The terms are quoted from the aired episode as public record.
Our read
The Hub verdict
Mystery Jersey King asked for 50,000 pounds in return for 15%, a tidy split that values the sports-jersey brand at just over 333,000 pounds. Alex Street held that line, and Sara Davies came in on precisely those terms. Fifteen percent is a founder-friendly give: enough to bring a Dragon meaningfully on board while keeping the lion's share of the company in Street's hands. That balance of a modest equity slice against a six-figure valuation is often the mark of a pitch confident in its own traction. It is a 2025 season 22 pitch, one of the newest in the file, and Davies coming in alone on those terms suggests she saw a brand that already worked rather than one needing rebuilding.
