Excel Sports Management has signed its first MLS deal and will partner with expansion club Austin FC ahead of its ’21 debut. Excel will work with Austin FC’s current partnership team, as well as serving as the club’s exclusive national and international third-party sales agency for jersey sponsorship and venue naming rights. “Over the next 5-10 years, there won’t be more new buildings popping up in sports than in soccer,” Excel Senior VP & Head of Properties Jason Miller told THE DAILY. “Soccer is the next frontier.”
Former Chip Ganassi Racing President Steve Lauletta, who founded Charlotte-based Pigeon Sports Marketing last year, has been working with Austin FC since its MLS inclusion was announced. Lauletta will remain involved in cooperation with Excel and support Austin FC’s sales efforts. Austin FC President Andy Loughnane in an email said Excel is “well positioned” to help the club explore partnerships with the city’s first pro sports franchise. Excel already is exclusively representing La Liga in North America and has helped broker several jersey patch deals in the NBA, including with the Hornets, Rockets and Bulls. See more in today's SBD.
