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The Billion-Dollar Playbook: 5 Shocking Ways Excel Sports Management Is Redefining The Sports Industry

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In a landmark deal that rocked the sports business world, Excel Sports Management finalized a strategic partnership with Goldman Sachs Alternatives in a transaction that valued the full-service agency at nearly $1 billion as of November 2025. This massive investment is not just a financial milestone; it signals a profound shift in how elite talent agencies operate, moving beyond simple contract negotiation to become diversified media, marketing, and advisory powerhouses. Excel, the agency founded by the world's foremost basketball agent, Jeff Schwartz, is now uniquely positioned to accelerate its aggressive growth strategy, expand its global footprint, and further diversify its services across all major sports and beyond.

The agency’s strategic evolution, highlighted by its 2023 launch of the Excel Football division and its expansion into brand marketing and property advisory, demonstrates a clear intention to dominate the entire sports marketplace. This deep dive explores the key figures, the iconic roster, and the revolutionary business model that transformed Excel Sports Management from a talent agency into a billion-dollar sports empire in the current landscape of late 2025.

The Architects of Influence: Excel Sports Management Profile and Leadership

Excel Sports Management is an industry-leading management and marketing agency representing elite athletes, coaches, and sports executives across multiple disciplines, including the NBA, MLB, Golf, and Football. Founded on a client-first philosophy, the agency has consistently ranked among the most valuable in the world, with Forbes estimating its 2025 maximum commissions at US$783 million.

Key Biography and Company Profile

  • Company Name: Excel Sports Management ("Excel")
  • Founded: 2002
  • Headquarters: New York, NY
  • Valuation: Approaching $1 Billion (as of late 2025, following Goldman Sachs deal)
  • Core Services: Athlete Representation, Brand Marketing, Property Advisory, Event/Hospitality Services, Media Production, Coaching & Executive Representation.
  • Major Milestone (2025): Strategic partnership/acquisition of a majority stake by Goldman Sachs Alternatives.

Founding and Executive Leadership

  • Jeff Schwartz (Founder, President, & CEO): Widely recognized as the world’s foremost basketball agent, Schwartz has negotiated over $2.8 billion in active contracts. He is the strategic visionary behind Excel’s diversified growth.
  • Chad Biagini (President): A key leader overseeing the agency's operational and strategic direction.
  • Ryan Tollner (Co-Head of Excel Football): Joined the leadership team following the 2023 merger with REP 1 Sports, leading the agency's aggressive expansion into the NFL.
  • Paul Nolan (Chief Executive and Group Managing): A leader in the executive and coaching representation division, bolstered by the acquisition of Nolan Partners.

1. The Billion-Dollar Investment: Goldman Sachs' Strategic Partnership

The most significant development in Excel's history is the November 2025 announcement of a strategic partnership with Goldman Sachs Alternatives. This deal saw the financial giant acquire a majority stake, valuing the agency at a figure close to $1 billion.

This is far more than a simple investment; it is a declaration of confidence in Excel's multifaceted business model. The capital infusion is specifically earmarked to fuel the agency's global expansion, drive strategic acquisitions, and invest heavily in new technology and service offerings. The partnership provides Excel with the resources and financial expertise of a Wall Street powerhouse, allowing it to compete at the highest level of the global sports and entertainment marketplace.

2. The Icon Roster: Representing MVPs and Legends Across All Sports

Excel's topical authority is built on an elite, cross-sport roster that includes current MVPs, future Hall of Famers, and global icons. The agency manages not only the playing contracts but also the entire brand portfolio for these stars, creating long-term value that transcends their athletic careers.

A Snapshot of Excel's Elite Client List:

  • NBA Superstars: Two-time MVP Nikola Jokić, Jamal Murray, and other top-tier basketball talent.
  • Golf Icons: The legendary Tiger Woods and rising LPGA star Andrea Lee.
  • MLB Talent: World Series champion Kyle Schwarber, Dansby Swanson, and others in the baseball division, which remains a core strength.
  • Emerging Icons: The agency represents generational talents like Caitlin Clark, further solidifying its presence in the rapidly expanding women's sports market.
  • Legends & Executives: Excel continues to manage the business interests of retired legends like Derek Jeter.

3. Beyond the Field: Diversification into Media and Marketing

Excel has strategically evolved its business model to become a full-service marketing and media hub, recognizing that modern athlete management requires more than just negotiating a playing contract. This diversification is the core driver of its near $1 billion valuation.

Key Diversified Services:

  • Brand Marketing and Endorsements: Developing and executing global endorsement strategies for clients, securing lucrative deals with blue-chip brands.
  • Property Advisory: Offering consulting services to teams, leagues, and venues on sponsorship strategy development, competitive analysis, and white space assessment.
  • Media and Content Production: The agency launched a dedicated media arm to produce branded content and stories centered around its star clients, expanding their influence beyond traditional broadcasting. This includes projects like the Derek Jeter/BetMGM partnership.
  • Coaching & Executive Representation: A dedicated practice that serves as a trusted partner for coaches and sports executives, empowering them to achieve their professional goals.

4. The Football Frontier: Launching Excel Football

A major strategic move for growth was the 2023 launch of Excel Football, a new division created through the acquisition and partnership with REP 1 Sports. This move instantly positioned Excel as a significant player in the NFL market, adding high-profile clients and expert leadership like Ryan Tollner and Chase Callahan to the team.

The formation of Excel Football is a clear example of the agency's acquisition-driven growth strategy, which also includes the integration of search firm Nolan Partners to enhance its executive recruitment capabilities. By vertically integrating services and horizontally expanding across major sports, Excel is creating a comprehensive ecosystem where a client's needs—from on-field contracts to off-field media production—are all managed internally.

5. The Future Outlook: What the Goldman Sachs Deal Means for the Industry

The Goldman Sachs investment validates the modern sports agency model: one that is built on diversification, intellectual property ownership, and strategic financial backing. This deal is a template for the future, suggesting that the most valuable agencies will be those that successfully transition from simple service providers to full-fledged media and investment vehicles.

For Excel Sports Management, the partnership provides the capital to continue its aggressive expansion. The agency is now better equipped to compete for the world's most talented athletes and to offer a superior suite of services, from securing record-breaking contracts to building generational wealth through brand development and strategic investments. As of late 2025, Excel is not just managing careers; it is shaping the entire sports commerce landscape.

The Billion-Dollar Playbook: 5 Shocking Ways Excel Sports Management Is Redefining The Sports Industry
excel sports management
excel sports management

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