Eli Manning’s Firm Buys Youth Sports Licensing Company Amid PE Backlash
CNBC reported Thursday that former NFL quarterback Eli Manning’s private equity firm, Brand Velocity Group, has agreed to acquire RCX Sports. The company holds licensing rights for official youth programs across six major North American sports leagues. The deal arrives as a bipartisan debate over youth sports private equity heats up in Washington.
A Deal Backed by Athlete Investors
RCX operates programs including NFL Flag, Jr. NBA, MLS GO and MLB Pitch Hit and Run. Those programs collectively reach millions of children across local parks and recreation centers. The company employs roughly 150 people and generates revenue through uniform and equipment distribution. Financial terms were not disclosed.
The acquisition draws on a roster of athlete investors beyond Manning. Former NFL running back Emmitt Smith, wide receiver Larry Fitzgerald and quarterback Jameis Winston are among the supporting investor group. Manning told CNBC the firm’s priority is expanding access and keeping participation costs affordable, not maximizing fees from families.
Washington Pushes Back on Private Equity in Youth Sports
The deal lands in a fraught political environment. Democratic lawmakers Rep. Chris Deluzio of Pennsylvania and Sen. Chris Murphy of Connecticut introduced the Let Kids Play Act last month. The legislation would prohibit private equity firms from investing in youth sports organizations entirely.
Murphy, citing his experience as a hockey parent, argued that private equity operators prioritize returns over family affordability. Supporters of the bill describe youth sports as a $40 billion industry increasingly shaped by investor mandates rather than community needs.
The Private Equity Playbook in Youth Sports
The broader investment thesis behind RCX is familiar in private equity circles. Youth sports leagues generate recurring seasonal fees, command loyal customer bases and remain highly fragmented. That fragmentation creates consolidation opportunities. Investors roll up smaller operators, cut duplicated back-office costs and build scale through follow-on acquisitions.
Josh Harris and David Blitzer, two prominent private equity figures, launched Unrivaled Sports roughly two years ago as their own youth sports rollup vehicle. Brand Velocity Group’s RCX move puts Manning in direct competition with some of the industry’s most well-resourced consolidators.
Manning has long championed flag football specifically, telling CNBC he wants the sport recognized as a sanctioned varsity activity in high schools for both boys and girls. Whether his public reputation can soften congressional skepticism toward private equity in youth sports remains to be seen.
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