\u201cThere\u2019s a broader \u2018picks and shovels\u2019 ecosystem around sports that\u2019s still relatively under the radar,\u201d Drew Sheinman, a founding partner at New York-based independent sponsor Brand Velocity Group (BVG), told\u00a0Mergermarket.<\/p>\n
![\"Drew](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/06\/Drew-Sheinman-e1781716360282-294x300.png\")
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Sheinman<\/p>\n
Earlier this month, BVG took a further step into that ecosystem\u00a0with the acquisition\u00a0<\/a>of Roswell, Georgia-based RCX Sports, its second investment in youth sports following the\u00a02022 purchase\u00a0<\/a>of uniform and equipment business SCORE Sports. Both demonstrate an emphasis on participation-driven growth.<\/p>\n BVG was an early mover in sports \u2013 it launched a dedicated strategy in 2022 \u2013 and the firm claims a unique blend of investing experience, operational expertise, and sports pedigree. Eli Manning, a partner at BVG and a two-time Super Bowl winner with the New York Giants, played a key role in the RCX deal.<\/p>\n \u201cA big part of it was our authentic belief in, and passion for, youth sports,\u201d said Sheinman. \u201cThere\u2019s no better spokesperson for that than Eli.\u201d<\/p>\n Culture is key<\/p>\n Sheinman, a former Endeavor executive whose prior experience includes senior marketing roles in professional sports, founded BVG in 2019 alongside Steve Lebowitz, a co-founder of Topspin Consumer Partners, and Austin Ramos, a private equity investor and former collegiate athlete.<\/p>\n Manning<\/p>\n On one level, the agenda is classic middle market: buying companies with at least USD 10m in EBITDA and helping them scale through the application of marketing and operational expertise. But it is fused with a strong focus on culture and employee engagement.<\/p>\n \u201cWe wanted to differentiate ourselves from traditional private equity \u2013 to really lean into caring about employees and corporate culture on one side, while doing things differently from how many firms have operated historically,\u201d said Sheinman.<\/p>\n This prompted the development of \u201cShare the Gains,\u201d a profit-sharing scheme that allocates 10% of BVG\u2019s carried interest to employees across portfolio companies. It will be rolled out at RCX. Manning observed that the scheme helps create a sense of collective effort.<\/p>\n \u201cI often compare it to winning a championship in football,\u201d he told\u00a0Mergermarket. \u201cIt\u2019s not just the players and owners who get a Super Bowl ring, it\u2019s everyone: equipment staff, cafeteria workers, film room staff. Everyone can say, \u2018We\u2019re champions,\u2019 and share in that reward.\u201d<\/p>\n Manning added that BVG\u2019s independent sponsor model enables it to be selective, only pursuing high-conviction opportunities. \u201cThat means finding the right deal \u2013 one where we believe we can make a difference, grow the business, and ensure it aligns with our values and culture,\u201d he said.<\/p>\n RCX, which counts NFL veteran Izell Reese as its founder and CEO, fit the bill. BVG had been tracking the company for several years, and it ultimately prevailed in a competitive process run by previous owner Raine Group.<\/p>\n The firm then assembled an investor consortium comprising Hamilton Lane\u2019s Impact platform, St. Cloud Capital, Darco Capital, and Three Ocean Partners. Athletes took part as well, including Manning and fellow former NFL stars like Emmitt Smith, Larry Fitzgerald, and Jameis Winston.<\/p>\n North star<\/p>\n Private equity involvement in youth sports has drawn criticism in some quarters, particularly around rising costs and the commercialization of travel programs.\u00a0A group of congressional Democrats has gone so far as to introduce a bill aimed at curtailing participation by such investors.<\/p>\n However, Manning stressed that BVG\u2019s approach with RCX represents a different model, focused on accessibility and broad-based participation rather than premium pricing. It also aligns neatly with the goals of the big sports leagues, which are looking to develop their fanbases.<\/p>\n \u201cThe leagues want to grow fandom \u2014 they want kids playing sports, wearing team uniforms, engaging with their brands,\u201d Manning explained. \u201cAt the same time, they want participation to be accessible and affordable.\u201d<\/p>\n![\"Eli](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/06\/Eli_vertical991-200x300.jpg\")
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