Brand Velocity Group, a private equity firm partnered with Eli Manning, acquired RCX Sports on June 4, 2026 [2].
The acquisition marks a strategic move into the youth athletics market by the former New York Giants quarterback. By purchasing the company that serves as the operating partner for the NFL's flag football initiatives, Manning and his partners are positioning themselves at the intersection of professional sports licensing, and grassroots development.
Manning, a two-time Super Bowl champion [1], discussed the move during an interview on CNBC’s Sport podcast. He said investing in youth sports is essential to growing the game and ensuring that children have access to safe experiences.
RCX Sports focuses on the operational side of youth athletics, specifically managing the licensing and infrastructure for NFL Flag. The purchase allows Brand Velocity Group to capitalize on the expanding demand for organized youth sports, and the commercial opportunities associated with professional league branding at the amateur level.
Manning said the investment is not only about the market potential but also about the long-term health of the sport. He said the importance of creating structured environments where kids can learn the game safely.
The move comes as private equity firms increasingly target the youth sports sector, which has seen significant growth in participation and spending over the last decade. Brand Velocity Group intends to use its resources to scale the reach of RCX Sports' programs across the U.S.
“Brand Velocity Group acquired RCX Sports on June 4, 2026.”
This acquisition signals a growing trend of professional athletes transitioning into private equity to monetize the 'youth sports industrial complex.' By controlling the operational partner for NFL Flag, Manning is moving beyond a celebrity endorsement role into direct ownership of the infrastructure that feeds the professional pipeline, blending venture capital with sports development.
