Brand Velocity Group (BVG), a diversified investment firm focused on consumer and sports businesses, announced the acquisition of RCX Sports from Raine Partners. RCX Sports is a leading professional league-backed youth sports platform in North America, operating official youth sports programs on behalf of major leagues including the NFL, MLS, NBA, WNBA, MLB, and NHL.
The acquisition comes amid growing interest in youth sports as professional leagues increasingly invest in grassroots participation programs to cultivate future athletes and fans. RCX Sports has built a national platform centered on making youth sports more accessible and affordable while helping local operators reduce administrative burdens and expand community engagement opportunities.
RCX Sports serves as a foundational investment for BVG’s specialty sports platform, BVG Sports. The transaction was backed by a strategic investor group that includes Hamilton Lane’s Impact platform, St. Cloud Capital, Darco Capital, and Three Ocean Partners, along with athlete investors Eli Manning, Emmitt Smith, Larry Fitzgerald, and Jameis Winston.
Under the new ownership structure, BVG plans to support RCX through expanded strategic and commercial partnerships, stronger professional league and athlete relationships, and additional operational resources. RCX will continue operating under its existing brand, with founder and CEO Izell Reese and the current leadership team remaining in place.
A significant contributor to RCX’s growth has been the increasing popularity of flag football and the success of NFL Flag, one of the nation’s largest grassroots youth sports programs. The company has since expanded its operating model across multiple professional sports leagues, demonstrating its ability to scale community-focused youth sports initiatives nationwide.
RCX Sports is recognized as the only multi-sport youth organization working across the NFL, NBA, NHL, MLS, and MLB, providing league-backed programs designed to increase participation and strengthen local communities through sports. In 2026, the company was named to Fast Company’s list of Most Innovative Companies.
BVG said the acquisition aligns with its strategy of investing in businesses that combine strong growth potential with meaningful community impact. The firm believes RCX’s national reach, professional league partnerships, and mission-driven approach position it for continued expansion in the youth sports market.
KEY QUOTES:
“RCX was built to expand access to youth sports at scale, while delivering the quality, consistency, and trust our professional league partners, operators, and families expect. With BVG’s support, we can deepen our partnerships and remove more barriers to play. Sports build confidence, character, and community, and we are privileged to deliver these experiences to more kids and families nationwide.”
Izell Reese, Founder and CEO, RCX Sports
“RCX has built a differentiated platform at the intersection of youth participation, professional league partnerships, and community impact. I’ve seen firsthand how sports can shape lives, and I’m excited to help RCX expand access to those experiences for more young athletes and families across the country.”
Eli Manning, Partner, Brand Velocity Group; Super Bowl Champion
“RCX’s mission to expand accessibility and increase affordability in youth sports is precisely the kind of impact-aligned business we seek to support. When a company’s commercial success is inseparable from its social purpose, that’s a durable foundation for long-term value creation.”
Dave Helgerson, Head of Impact Investments, Hamilton Lane
“RCX is exactly the kind of platform BVGS was built to support: a values-driven business with trusted leadership, national reach, and significant opportunity to leave a lasting impact. From our earliest conversations with Izell and the RCX team four years ago, we connected around a shared vision for what affordable, accessible youth sports can mean for kids, families, and communities. RCX has translated that vision into a national platform, and we are excited to help scale its impact over the years ahead.”
Austin Ramos, Founding Partner, Brand Velocity Group
