Brand Velocity Group (“BVG”), an innovative investment firm focused on acquiring and transforming businesses, today announced the launch of its sports-focused vertical, Brand Velocity Group Sports (“BVGS”). Sports industry pioneer Joseph Cohen will serve as chairman of BVGS.
A sports investment vehicle that sits within the BVG platform, BVGS will target companies in sports-adjacent categories–in both legacy categories and emerging sub-verticals–with the goal of accelerating brand growth, providing financial flexibility, and driving economic impact for all stakeholders. BVGS will also opportunistically assess investing in professional sports teams and leagues.
Alongside the core BVG team, which includes longtime sports executive and Founding Partner Drew Sheinman and former NFL quarterback Eli Manning, as well as Founding Partners Austin Ramos and Steve Lebowitz, BVGS has assembled an elite group of advisors who bring decades of operating experience in the most important areas of the sports business. All have championed innovation while driving billions of dollars of economic impact during their storied careers. The team includes:
- Charles Baker, Partner and Co-Chair, Entertainment, Sports and Media Group, Sidley Austin
- Gerry Byrne, Vice Chairman, Penske Media Group
- Richard Diamond, President, The Headline Group
- Don Duffy, President, ICR
- Shelly Finkel, CEO Shelly Finkel Consulting LLC, Boxing Hall of Fame Manager
- Carl Hirsh, Managing Partner, Stafford Sports
- Bruce Lefkowitz, Founder and Principal, Six Pack Media, Formerly Executive Vice President of Fox Networks Group
- Dan Porter, CEO and Co-Founder, Overtime
- Tom Ryan, Co-Founder and CEO, ICR
- Michele Roberts, Former Executive Director, National Basketball Players Association
- Jim Tanner, Founder and President, Tandem Sports
“I am thrilled to partner with BVG on this exciting platform at a time when the sports landscape is rapidly evolving,” said Cohen. “I have been approached by private equity firms over the years to partner and pursue various initiatives, but I found that many lacked the domain knowledge, innovative mindset, and entrepreneurial approach needed in today’s environment. The diverse backgrounds of the BVGS team and our deep connectivity across the industry will serve as our competitive advantage.”
Mr. Cohen is currently Chairman and CEO of West Ridge Associates, a sports and media consulting firm, and serves on the Boards of Directors of Madison Square Garden Sports Corp. (NYSE: MSGS) and AMC Networks (NASD: AMCX). Drawing on their decades-long relationship, Cohen and Sheinman began building out the BVGS plan over the last year as they both saw an opportunity to draw on their shared backgrounds to capitalize on the shifts across the sports ecosystem.
BVGS will benefit from the firm’s brand marketing and business development capabilities, operating experience, and focus on enhancing company culture through its pioneering programs such as Share the Gains. Through Share the Gains, BVG has allocated 10 percent of its carried interest earnings across their investments to all employees so that each participates like an equity holder in the financial success of their company.
“I’ve spent my career creating value across the sports and entertainment landscape. As investors, BVGS will strive to do the same,” said Sheinman. “Leveraging our multi-disciplinary approach and the industry expertise of our team, we have a great opportunity to drive success in alignment with our philosophy of doing well by doing good. We look forward to making our mark.”
BVG recently announced its first sports-related acquisition last month with SCORE Sports, a leading designer, manufacturer, and seller of youth team sports uniforms. With SCORE, BVG’s investor relationships at the professional athlete, team owner, and league levels are amassed to support the company’s current and future growth.
About Brand Velocity Group
Brand Velocity Group is an innovative investment firm focused on businesses that are well-positioned to benefit from its proven operational expertise, deep in-house marketing resources, and thoughtful approach toward enhancing company culture. BVG has strategic partnerships with specialty brand marketing agencies that develop and execute marketing plans across its investments. Portfolio companies also leverage BVG’s vast sports and entertainment networks to create accretive partnerships with athletes, teams, leagues, celebrities, and other businesses. In addition, BVG recognizes the worth of all portfolio company employees, each of whom is valued and critically important to the company’s continued, collective success. In recognition, the firm dedicates 10 percent of its total carried interest pool (i.e., its primary means of compensation as investment managers) in every investment to the employees. This is the Share the Gains program, which ensures that all employees of portfolio companies participate in the success of the firm’s united efforts. To learn more about BVG, its portfolio companies, and its innovative growth strategies, please visit www.brandvelocitygroup.com.
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