Sports Agency Consolidation Wave Continues With Major Acquisition

The push for greater scale in the athlete representation business is intensifying with Excel Sports Management’s acquisition of REP 1 Football — a move that expands the agency’s presence among NFL players. 

Before the long-rumored deal, Excel had been active in promotion and sponsorships with NFL players such as Los Angeles Chargers quarterback Justin Herbert and Jacksonville Jaguars quarterback Trevor Lawrence, as well as former stars such as Peyton and Eli Manning and Joe Montana, but hadn’t been negotiating on-field player contracts.

Now, with Rep 1 Football in the fold, it will gain the latter’s entire roster of NFL clients, including Detroit Lions quarterback Jared Goff and Los Angeles Rams receiver Cooper Kupp.

“REP 1 Football has a reputation as an agency for achieving unparalleled results for draft selections and negotiating record-breaking contracts, which fills out the work we do in football across our agency and firmly establishes Excel as a major player in the most popular sport in America,” said Jeff Schwartz, Excel president and founder. 

Financial terms were not disclosed. REP 1 Sports co-founder and CEO Ryan Tollner and president of football Chase Callahan will become co-heads of football at Excel. 

Ongoing Trend

The Excel pact extends a general trend among many agencies pursuing greater scale and breadth. 

In September, French billionaire Francois-Henri Pinault acquired CAA, which itself purchased ICM Partners last year, in a $7 billion deal with aspirations to enlarge its business. Nearly eight months after overseeing WME’s purchase of basketball powerhouse BDA Sports Management, IMG and WME parent Endeavor could go private amid lagging stock prices.

Wasserman, another heavyweight in the sports agency space, completed its acquisition of U.K.-based CSM Sport & Entertainment, while in June, Octagon bought Prosport International’s rugby division to expand its presence in that sport.