Sports Business

Excel Sports Management Acquires Experiential Marketing Agency

Sports agency Excel Sports Management has acquired creative and experiential marketing agency Game Seven, which creates, develops, and executes innovative engagement platforms that tell relevant brand stories. Game Seven has worked with Nike, Foot Locker, Timberland, Oakley, Bleacher Report, Instagram, TikTok, Meta, and Spotify in the past.

“Excel and Game Seven share foundational elements, as both agencies started in basketball and have since expanded well beyond into various other sports and entertainment verticals,” said Jeff Schwartz, Founder and President of Excel Sports. “Game Seven’s evolution from experiential marketing into a leading creative shop in sports make them a great fit for Excel. This strategic investment ensures we can satisfy any brands’ marketing ambitions within sports.” 

Game Seven will keep its name, while operating as part of Excel Sports’ Brand Marketing team, and will work out of its office in Brooklyn, with some employees joining Excel Sports’ Los Angeles office.

Excel Sports already works with brands such as Red Bull, Under Armour, MassMutual, Outback Steakhouse, PWC, Vista, 2K, and HSS.

By Darren Heitner

Darren Heitner created Sports Agent Blog as a New Year's Resolution on December 31, 2005. Originally titled, "I Want To Be A Sports Agent," the website was founded with the intention of causing Heitner to learn more about the profession that he wanted to join, meet reputable individuals in the space and force himself to stay on top of the latest news and trends.

Heitner now runs Heitner Legal, P.L.L.C., which is a law firm with many practice areas, including sports law and contract law. Heitner has represented numerous athletes and sports agents as legal counsel. He has also served as an Adjunct Professor at Indiana University Bloomington from 2011-2014, where he created and taught a course titled, Sport Agency Management, which included subjects ranging from NCAA regulations to athlete agent certification and the rules governing the profession. Heitner serves as an Adjunct Professor at the University of Florida Levin College of Law, where he teaches a Sports Law class that includes case law surrounding athlete agents and the NCAA rules.