Relativity Media is teaming with Ron Burkle’s Yucaipa Companies to launch Relativity Sports, which will rank among the largest sports agencies in the country. The new company is a result of combining industry leader SFX Baseball, top football agency Maximum Sports Management and Relativity Media’s own prominent basketball agency Rogue Sports.
Relativity Sports aims to be a major player in North American athlete representation with more than 150 clients in MLB, the NBA and NFL, and over $1 billion in current contracts.
Athletes repped by Relativity Sports include Amar’e Stoudemire, Mariano Rivera, Justin Verlander, David Ortiz, Alfonso Soriano, Miguel Cabrera, Larry Fitzgerald, Ndamukong Suh and Steven Jackson. The company also reps coaches and broadcasters.
“Relativity Sports serves as a perfect launching pad for us to continue to grow our entertainment business. This alliance offers athletes turnkey access to a true merger of sports and entertainment,” said Relativity CEO Ryan Kavanaugh. “In addition to their careers in professional sports, we can offer athletes opportunities in film, television, music and gaming.”
“This partnership marks a new evolution in sports agencies and we couldn’t be more pleased to help open new platforms to the world’s best athletes,” said Burkle, who serves as managing partner of the Yucaipa Companies.
“We are extremely excited to bring the hard-working and talented agents at SFX and Maximum together with Rogue Sports and Relativity” added Relativity co-COO Happy Walters, who will oversee Relativity Sports. “Relativity Sports will utilize its marketing relationships with global brands and studio assets to offer athletes unique access not available at other agencies.”