Brand Velocity Group announced the completion of its acquisition of RCX Sports, a company that runs league‑licensed youth sports programs including NFL Flag, Jr. NBA and NHL Street. The deal marks a strategic move for BVG as it expands its portfolio within the rapidly growing youth sports market.
RCX Sports was previously owned by The Raine Group’s investment arm, and the transaction values the business at 100% of its equity. The acquisition is part of BVG’s broader sports investment strategy launched in 2022, which focuses on partnering with organizations that combine strong league relationships with a commitment to mass participation.
Investment Backers and Advisory Firms
The financing package includes limited partners such as Hamilton Lane’s social impact fund, St. Cloud Capital, Darco Capital and Three Ocean Partners. Athlete investors also joined the round, with former NFL quarterbacks Eli Manning and Peyton Manning, Hall of Famer Emmitt Smith, and NBA stars Klay Thompson and Larry Fitzgerald among the high‑profile supporters.
Legal and advisory work was overseen by Raine and Orrick, Herrington & Sutcliffe for RCX, while Brand Velocity Group was advised by CohnReznick Advisory and Sidley Austin. These partnerships underscore the transaction’s complexity and the emphasis on rigorous due diligence.
Strategic Fit and Market Implications
RCX differentiates itself through its extensive licensing agreements with the NFL, MLS, NBA, MLB, NHL and WNBA, giving it a unique position to scale participation across multiple sports. The company’s strategy centers on making youth sports more accessible, a goal that aligns with BVG’s Share the Gains initiative.
Management continuity was a key term of the deal; the existing RCX leadership team will remain in place. Izell Reese, RCX’s chief executive, said the partnership reflects a shared vision of improving access to sports for young athletes and leveraging the combined resources of the investors to expand programing.