Relativity Sports Takes the Field with SFX Baseball and Maximum Sports Management

Ron Burkle’s Yucaipa Companies and Relativity Media announced today that

they will be forming Relativity Sports, which will rank among the

largest sports agencies in the United States. 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 will 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. Relativity Sports athletes are

superstars in professional baseball, basketball, and football, including

Amar’e Stoudemire, Mariano Rivera, Justin Verlander, David Ortiz, Justin

Morneau, Alfonso Soriano, Miguel Cabrera, Larry Fitzgerald, Greg

Jennings, Ndamukong Suh, Devin Hester and Steven Jackson. The company

also represents 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 Ryan

Kavanaugh, Relativity’s CEO. “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 Ron Burkle, Managing Partner of The Yucaipa Companies.

According to Happy Walters, Co-COO of Relativity Media who will oversee

Relativity Sports, “We are extremely excited to bring the hard-working

and talented agents at SFX and Maximum together with Rogue Sports and

Relativity Media. Relativity Sports will utilize its marketing

relationships with global brands and studio assets to offer athletes

unique access not available at other agencies.”

SFX Baseball is a premier agency representing baseball’s top

professional players and managers. The agency represents a compelling

mix of established All-Stars, emerging stars and minor league talent,

with a dominant presence in the Latin Market.

Maximum Sports Management was formed over 20 years ago by NFL super

agents Eugene Parker and Roosevelt Barnes. Maximum Sports’ reputation

and proven track record as relentless contract negotiators and

innovators is unparalleled in professional football. Clients include

retired NFL Hall of Fame inductees such as Curtis Martin, Deion Sanders,

Emmitt Smith and Rod Woodson.


Relativity Sports is a fast-growing sports agency dedicated to providing

high profile athletes a full range of professional development services

including contract negotiation, marketing, media relations, fan

management, brand building with entrepreneurial ventures, community

involvement and personal services. Clients include NBA, NFL and MLB

athletes. The company was formed in 2012 when Rogue Sports combined with

Maximum Sports Management and SFX Baseball.


Relativity Media is a next-generation studio engaged in multiple aspects

of entertainment, including full-scale film and television production

and distribution, the co-financing of major studio film slates, music

publishing, sports management and digital media. Additionally, the

company makes strategic partnerships with, and investments in, media and

entertainment-related companies and assets.