Goldman Sachs Acquires Strategic Stake in Excel Sports Management 

Goldman Sachs’ private equity arm has acquired a strategic stake in Excel Sports Management, the full-service agency representing elite athletes across the NBA, PGA, MLB, and Formula 1. The investment strengthens Goldman’s growing sports portfolio and provides Excel with new resources to accelerate its international expansion. 

Founded by Jeff Schwartz, who will remain CEO, Excel operates across talent representation, brand marketing, sponsorship advisory, speakers bureau, and event management. Its properties division works with leading sports organizations including Formula 1, the NBA, NFL, MLB, and English Premier League, advising on sponsorship, executive recruitment, and marketing strategy. 

“Our organizations share a commitment to excellence and integrity,” said Schwartz. “This partnership positions us to deliver even greater results for our clients worldwide.” 

Leonard Seevers, Partner in Private Equity at Goldman Sachs Alternatives, said Excel’s influence within the sports ecosystem aligns with broader trends in fan engagement and franchise investment. “We’re confident that our One Goldman Sachs approach will help Excel capitalize on new growth opportunities,” Seevers noted. 

The deal reflects a growing convergence of institutional capital and professional sports, following recent transactions such as Sixth Street’s $6 billion acquisition of the Boston Celtics and Avenue Capital’s $1 billion sports fund. Goldman succeeds Shamrock Capital, which invested in Excel in 2020. The firm maintains offices in New York, Los Angeles, Miami, London, and other key markets. 

Moelis & Company advised Excel, with Katten Muchin Rosenman as legal counsel. Goldman Sachs advised the buyer, with Latham & Watkins providing legal services. LionTree Advisors represented Shamrock Capital.