Goldman Sachs Nears $1 Billion Deal for Majority Stake in Excel Sports Management

Goldman Sachs is reportedly close to acquiring a majority stake in Excel Sports Management in a deal valuing the sports agency at around $1 billion. The investment would mark one of the largest transactions to date involving a talent representation business.

Excel Sports Management, founded in 2002 by Jeff Schwartz, represents leading athletes including Tiger Woods, Derek Jeter, and Caitlin Clark, as well as high-profile figures across basketball, golf, baseball, and media. The firm also manages brand partnerships, marketing campaigns, and licensing deals for major sports properties and corporate clients.

Goldman Sachs has expanded its presence in the sports sector in recent years, establishing a dedicated global sports franchise unit in 2023 to advise on investment opportunities across teams, media rights, and talent businesses. The potential acquisition of Excel would give the bank a direct operating foothold in one of the fastest-growing segments of the global sports economy.

The move reflects increasing institutional interest in sports agencies, whose revenue models – built on athlete commissions, brand advisory fees, and intellectual property development – have shown resilience and scalability. With athlete brands now extending into entertainment, technology, and consumer products, agencies are being valued not only for representation but also for their media and content potential.

If completed, the deal would position Goldman Sachs among the most prominent financial players in the sports talent management industry. It would follow other major transactions in the sector, including private equity investments in CAA and Wasserman, which have similarly sought to capitalise on the expanding global sports media and sponsorship market.