Excel Sports Management Partners with WIN Artists to Strengthen Athlete Media Opportunities
In a significant collaboration, Excel Sports Management and WIN Artists have announced a commercial partnership aimed at enhancing media and entertainment opportunities for Excel’s extensive roster of athletes. This alliance will leverage WIN’s expertise in broadcast, digital media, and content creation, allowing athletes to explore new avenues in the evolving landscape of sports and entertainment.
Blurring Lines Between Sports and Entertainment
As the boundaries between sports and entertainment continue to dissolve, active athletes are increasingly engaging in media activities, such as hosting podcasts and cultivating substantial social media followings. Retired athletes are also pursuing media careers, prompting both companies to collaborate in maximizing these emerging opportunities.
Excel Sports Management, which was acquired by a division of Goldman Sachs last year, boasts a client list that includes prominent figures like Tiger Woods, Nikola Jokic, Caitlin Clark, Derek Jeter, and Clayton Kershaw. WIN Artists, managed by Josh Pyatt and owned by Patrick Whitesell’s investment firm WTSL, represents clients such as Bryson DeChambeau, Shaquille O’Neal’s Jersey Legends, Peyton Manning’s Omaha Productions, and Derek Jeter’s Cap 2.
Strategic Collaboration for Enhanced Opportunities
Kevin Hopkins, Senior Vice President of Media Talent at Excel, expressed optimism about the partnership, stating that the collaboration could yield significant benefits for both companies. He emphasized that combining their resources would create a stronger business model. He noted the unique expertise that Pyatt brings in building production businesses for top clients, while Excel excels in talent representation and sales and marketing.
The partnership has already begun to bear fruit, with both companies collaborating on projects involving former MLB stars Clayton Kershaw and Anthony Rizzo. They have secured deals for NBC Sunday Night Baseball and for Rizzo’s participation in Netflix’s opening day game and the upcoming Home Run Derby.
Expanding Client Roster and Opportunities
Pyatt highlighted the potential for growth within their client roster, noting that they do not currently represent high-profile athletes like Tiger Woods or Caitlin Clark. This partnership allows them to tap into new opportunities while providing Excel’s clients access to a broader entertainment network, rather than being confined solely to the sports industry.
Both Excel and WTSL are reportedly among the potential buyers interested in acquiring the assets of The Team, formerly known as Wasserman, which has a significant presence in sports, music, and entertainment. Following the announcement from founder Casey Wasserman regarding his plans to step down, the company has engaged Moelis and rebranded for a potential sale.
Athletes as Global Superstars
WIN Artists was founded on the belief that athletes are emerging as global superstars across various media platforms, including social media and streaming services. The trend of athletes engaging with media while still in the prime of their careers is becoming increasingly common.
Hopkins remarked that discussions about media opportunities, which were once reserved for the end of athletes’ careers, are now occurring much earlier. Whether an athlete is nearing Hall of Fame status or is a first-round draft pick, these conversations are becoming standard practice.
Pyatt noted a shift in mindset among athletes over the past two decades. He credited Michael Strahan for demonstrating that athletes can successfully transition into the entertainment industry while still actively participating in their sports. This evolution has encouraged athletes to explore media opportunities during their careers.
Growing Interest in Media Ventures
Athletes today are inspired by figures like LeBron James, who have successfully built media companies while still competing. This has sparked greater interest among athletes to learn about business opportunities in the media landscape, which is a key reason for the partnership’s formation.
The collaboration is expected to facilitate various media deals, including roles with NBC and Netflix, as well as entrepreneurial ventures such as YouTube shows and podcasts.
Ryan Orozco, head of digital media talent at Excel, noted the rapid evolution of the media landscape. He indicated that both companies share similar goals, making this partnership a valuable accelerant for their initiatives. Orozco emphasized the importance of addressing the changing dynamics of digital content and the sales environment associated with it.
He acknowledged the generational shift in media consumption, recognizing that while linear television may cater to an older audience, platforms like YouTube are becoming increasingly dominant. This understanding is crucial for ensuring that clients are well-represented across all media platforms.
As reported by www.hollywoodreporter.com.
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Published on 2026-05-20 15:30:00 • By FAME Delivered News Desk