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Introducing Full Circle Sports Management

MLBPA Certified Agents Larry O’Brien, Kurt Varricchio and Barton Cerioni have agreed to merge their athlete representation firms to form Full Circle Sports Management, LLC.  Talks have been underway between the three agents since October 2008.  The firm’s Senior Partner, Larry O’Brien, made the announcement.

“This is an exciting day for us and our athletes,” stated O’Brien.  “Barton, Kurt and I all share the same core values – integrity, loyalty, perseverance and a genuine interest in the overall success of our clients, both on and off the field.”  Varricchio echoed O’Brien’s sentiments: “I have always put the needs of my clients above mine, even if it meant sacrificing a bit on my end. Larry and Barton employ that same mentality.”

O’Brien has been a certified MLBPA representative since 1980, when he first represented his brother, Pete O’Brien, who played 12 years in the Big Leagues.  Varricchio founded Southern California Sports Management Group in March 2003 (previously known as Kurt Varricchio & Associates) and has represented professional athletes in baseball, football and various Olympic sports.  Cerioni was previously operating in a partnership with O’Brien and was instrumental in putting the pieces together to form Full Circle Sports Management, LLC.

Full Circle Sports Management, LLC will be managed by its three partners – O’Brien, Varricchio and Cerioni – and will focus primarily on representing baseball players, including advising amateurs for the annual MLB Draft.  In addition to the three partners, the company has retained the services of Reggie B. Jackson to serve as its Director of Scouting and Player Development.

“Reggie brings a wealth of experience to our company,” explained Cerioni. “His professional experience on the field combined with his extensive experience in player evaluation and scouting will serve as an exceptional resource for our clients.”

Full Circle Sports Management, LLC currently represents fifteen (15) Major League and Minor League baseball players including Ted Lilly and Phil Coke.

By Darren Heitner

Darren Adam Heitner, Esq., is a preeminent sports attorney and the founder of Heitner Legal, P.L.L.C., a Fort Lauderdale-based law firm specializing in sports law, contract negotiations, intellectual property, and arbitration. He earned his Juris Doctor from the University of Florida Levin College of Law in 2010 and a Bachelor of Arts in Political Science, magna cum laude, from the University of Florida in 2007, where he was named Valedictorian of the College of Liberal Arts and Sciences. Admitted to practice in the state bars of Florida, New York, and the District of Columbia, as well as multiple federal courts, Darren also serves as a certified arbitrator with the American Arbitration Association.

As an adjunct professor, Darren imparts his expertise through teaching Sports Law at the University of Florida Levin College of Law and Name, Image, and Likeness (NIL) at the University of Miami School of Law in the Entertainment, Arts, and Sports Law LL.M. program. His scholarly contributions include authoring several books published by the American Bar Association, such as How to Play the Game: What Every Sports Attorney Needs to Know, and numerous articles in prominent publications like Forbes, Inc. Magazine, and Above the Law. His thought leadership in NIL has earned him recognition as one of the foremost experts by The Wall Street Journal, USA TODAY, and On3, and he has been lauded as a “power player in NIL deals” by Action Network and a “top sports trademark attorney” by Sportico.

Darren’s passion for sports law led him to establish Sports Agent Blog on December 31, 2005, initially titled “I Want To Be A Sports Agent.” The platform, created as a New Year’s resolution, has grown into a cornerstone of the sports agency community, offering in-depth analysis of industry trends, legal disputes, and agent-player dynamics. His commitment to the field is further evidenced by his representation of numerous athletes and sports agents, as well as his prior role as an Adjunct Professor at Indiana University Bloomington, where he developed and taught a course on Sport Agency Management from 2011 to 2014.

Darren’s contributions have been recognized with prestigious honors, including the University of Florida’s 40 Under 40 Award, the University of Florida Levin College of Law’s Outstanding Young Alumnus Award, and designation as the best lawyer in Fort Lauderdale by Fort Lauderdale Magazine. He remains an active voice in the sports law community, sharing insights through his weekly NIL newsletter and his X posts, engaging a broad audience on legal developments in sports.

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