Excel Sports Management announced it has entered into a definitive agreement with Private Equity at Goldman Sachs Alternatives to form a new strategic partnership aimed at accelerating the agency’s global growth and client value creation.
The partnership combines Excel’s influence across the global sports marketplace with Goldman Sachs’ financial expertise, institutional reach, and investment capabilities. The collaboration will enhance Excel’s ability to scale its operations across talent management, sponsorship, and brand marketing while expanding opportunities for clients worldwide.
Excel Sports Management, founded and led by Jeff Schwartz, represents top athletes and brands across basketball, baseball, golf, and football. The firm’s properties division partners with leading global sports organizations, including Formula 1, the NBA, EPL, NFL, MLB, MLS, and NCAA. Its brand marketing arm delivers services spanning strategy, creative, activation, and analytics for many of the world’s most prominent brands. The company also operates in speaker representation, hospitality, and event management.
Goldman Sachs brings its deep experience in the sports sector to the partnership, spanning integrated advisory, financing, wealth management, and investment banking. The firm has been involved in advising founders, financing stadiums, and investing in sports-related infrastructure across major global leagues.
Excel is led by Schwartz, along with Managing Partners Mark Steinberg and Casey Close, and Partners Emilio Collins and Alan Zucker. The deal will also mark the exit of Shamrock Capital, which has been a minority investor in Excel since 2020.
Advisors/support: Moelis & Company acted as the exclusive financial advisor and Katten Muchin Rosenman as legal counsel to Excel. Goldman Sachs served as financial advisor and Latham & Watkins as legal counsel to Goldman Sachs. LionTree Advisors advised Shamrock Capital on the transaction.
KEY QUOTES:
“Goldman Sachs is an exceptional partner for Excel Sports Management as we advance into our next stage of growth. Our organizations share a mutual commitment to excellence and integrity, and both define success by the success of our clients. Goldman’s access, expertise, and extensive resources will provide a powerful platform to accelerate Excel’s expansion and enhance the value we deliver to our clients worldwide.”
Jeff Schwartz, Founder and CEO, Excel Sports Management
“We have been impressed with Excel’s position at the heart of the fast-growing sports ecosystem and believe in their sustained, long-term success. Excel capitalizes on the combination of deep consumer loyalty to sports franchises, premier brands, and continued innovation in fan engagement, and we are excited to partner with Jeff and the rest of the Excel team to unlock new possibilities across the broader industry. We are confident that we can deliver our One Goldman Sachs approach to be a value-add partner in Excel’s next chapter of growth ambitions, leveraging our expertise as a global investment bank, premier wealth manager and one of the world’s largest investment managers.”
Leonard Seevers, Partner, Private Equity at Goldman Sachs Alternatives
