In a landmark 12-year agreement, Sports Illustrated Tickets has become the Official Fan Experience Partner of Tottenham Hotspur and inaugural member of The Collective. Created with strategic support from Excel’s Properties division, unlocking new commercial revenue opportunities across Tottenham Hotspur Stadium, The Collective gives brands access to Premier League matches, NFL games, concerts, boxing, rugby, and F1 Drive London – making it one of the most versatile and globally visible platforms in sports. Excel also supported the negotiation of the partnership, advancing SI’s global expansion ambitions and embedding the brand within one of the world’s most dynamic sports and entertainment environments.

Cash App has become the official jersey and abdomen patch partner of the Atlanta Dream—the largest deal in franchise history—with branding on all jerseys and practice gear. Facilitated by Excel Properties, the partnership extends beyond basketball, fueling community programs and expanding the impact of the Dream Collective. For the team’s 2025 home opener, Cash App, alongside Playa Society, will debut a custom “Pay Some Respect to Women’s Sports” court. Together, Cash App and the Dream are investing in Atlanta’s future and enhancing the fan experience through integrated activations.

Albert, a Los Angeles-based financial services company, made a historic move when becoming the Official Jersey Patch Partner of two WNBA teams: the Los Angeles Sparks and the Dallas Wings. Executed in collaboration with Excel Properties, Albert now uniquely has a national platform while individually supporting local, community-driven initiatives around financial wellness in both markets. Albert’s multi-team investment highlights the WNBA’s rising value as a platform for purpose-led brands looking to engage the league’s rapidly expanding fanbase. In 2026, Albert added a third WNBA team to its roster when it became the jersey patch partner of the Atlanta Dream.

In 2025, Maaden became the first ever Principal Partner of the Aston Martin Aramco Formula One Team. The landmark partnership supports Maaden’s global growth strategy while aligning with Aston Martin Aramco’s pursuit of championship success. As part of the collaboration, Maaden receives prominent branding on the AMR25 race car, driver overalls, and team kit—delivering international visibility throughout the racing season. The partnership is further brought to life through the ‘Unearth Your Greatness’ campaign, reflecting a shared commitment to innovation, sustainability, and performance across both mining and motorsport.

McLaren Racing announced a multiyear partnership with Greene Tweed, a major manufacturer of advanced materials and high-performance components. Not only is Greene Tweed receiving on-car branding as an official partner, but this sponsorship will be used as a case study of their cutting-edge technology, innovation, and product integration with both the McLaren Formula 1 and the Arrow McLaren IndyCar Teams.

MoneyGram Haas F1 Team announced a long-term partnership with Orion180, one of the fastest growing and innovative U.S. insurers. This is a unique collaboration of two challenger brands, capable of achieving more by focusing on innovation, efficiency, and performance. As part of the partnership, Orion180’s logo will adorn the VF-24, race suits, and team kit from the 2025 FIA Formula 1 World Championship. The partnership platform also includes dynamic activations and events at marquee races across the United States.

In the middle of the 2024 season, the Philadelphia Phillies extended a decades-long partnership with IBX, expanding upon its role as the Official Health Insurance Partner of the Phillies to become the team’s first Official Jersey Patch sponsor. Together, IBX and the Phillies will utilize their platforms for future initiatives benefitting fans, IBX members, associates, and the community at large. The two organizations will also work together to continue to support nonprofits focused on important health issues, including Project HOME, the American Cancer Society, ALS United Mid-Atlantic, and the Mike Schmidt Stop Skin Cancer Initiative.

Excel Properties team was hired by the New York Giants, New York Jets, and MetLife Stadium to help secure two Cornerstone Partners for the Stadium of the Decade. In 2022 HCLTech, a leading global technology company, became the teams’ Official Digital Transformation Partner using their Cornerstone position as a hub for business development purposes and as a showcase for their stadium tech integration. In 2024, Moody’s Corporation, the world’s leading source of bold, clear and perceptive insights on exponential risk, announced it would be MetLife Stadium’s newest Cornerstone Partner, as part of a multi-year partnership. Moody’s is also the naming rights partner of the Moody’s Commissioners Club, a spectacular private space in the Stadium offering guests unparalleled views and unique experiences at events.

Entering the 2024 MLS season, the Chicago Fire FC and Carvana announced their Front of Shirt partnership. Carvana was ultimately looking to increase sales in the Chicago market, while building their brand trust nationally. This partnership was built to reach fans through various activations in stadium, at home, and even beyond the MLS, including uniform branding on adult, Chicago Fire Academy, and MLS Next Pro jerseys.

Prior to the 2022-23 NHL season, Rapid7 became the first-ever jersey patch partner of the Boston Bruins. Through an integrated B2B platform, they have elevated their brand awareness by capitalizing on the national reach of the patch to their target audience (CISOs). Rapid7 also utilized the Bruins ecosystem by partnering with Delaware North (DNC) to host an annual Cyber Summit at TD Garden, driving new business, engaging prospects, and connecting with partners across DNC.

Avant and MLS announced a multi-year partnership designed to leverage intellectual property and create co-branded club-specific credit cards. Through this platform, Avant continues to grow its customer base, while providing exclusive benefits for cardholders. Additionally, they have had an impactful brand presence and extensive consumer engagement strategy surrounding the MLS All-Star Game.

As the strategic commercial partner for Chicago Fire FC’s new, purpose-built stadium, Excel has worked alongside the club’s business leadership from the earliest stages to shape and deliver the venue’s full commercial vision. Excel’s involvement spans the complete commercialization of the building – including securing marquee assets such as naming rights, cornerstones, and front-of-kit – and developing the overarching partnership architecture. The work supports sponsorship opportunities across all levels, from official partners to top-tier entitlements. As a once-in-a-generation new-build project, the stadium provides a rare opportunity to design commercial strategy from the ground up, ensuring every asset, experience, and partnership is thoughtfully integrated into the venue’s identity and long-term growth.

In 2022, GEODIS and Nashville SC announced a ground-breaking naming rights partnership with the newest and largest soccer-specific stadium in the United States and Canada. GEODIS leveraged a Suite Level entitlement to host business executives and employees. They also created multiple community programs to bring soccer to a local underserved community.

In 2021, Q2 Holdings Inc., one of Austin’s fastest-growing companies, saw the opportunity to partner with Austin FC to reinforce its commitment to its employees, top talent, and keeping Austin special. Austin FC and Q2 came together to develop the ‘Dream Starter’ Competition, an annual competition that recognizes local entrepreneurs from underrepresented groups whose ingenuity and vision enrich the whole Austin community. During this time, Excel also secured Captain Morgan (Diageo North America) as one of the Founding Partners of Austin FC to provide first-class hospitality and experiences within a branded club space.

A strategic partnership between Edward Jones and the Big 12 Conference was developed to align the brand’s objectives with the conference’s most visible and impactful platforms. Anchored by the Big 12 Football Championship and extended across basketball and gymnastics, the partnership delivered marquee moments alongside a consistent, year-round presence. Through integrated on-site activations, executive visibility, hospitality, and a charitable component, Excel helped bring the partnership to life in a way that strengthened Edward Jones’ connection with fans and stakeholders while advancing the Big 12’s broader commercial and brand objectives across its footprint.

Aston Martin Aramco has partnered with Cohere as its Official Generative AI Partner, uniting two leaders in innovation through a multi-year agreement. Supported by Excel Sports Management, the partnership extends well beyond branding on the AMR26, integrating Cohere’s technology across the team’s ecosystem. From engineering and performance to broader operational workflows, Cohere’s secure, scalable AI solutions enhance efficiencies on and off the track, establishing a platform that combines global visibility with meaningful technical impact.

Launched July 1, 2025, AARP became the Washington Nationals’ inaugural jersey patch partner in a landmark multiyear deal brokered by Excel Sports Management. As two organizations rooted in Washington, D.C., the partnership celebrates deep community ties while delivering national brand visibility. The collaboration includes robust in-stadium signage, fan benefits for AARP members, and community activations – reflecting a shared commitment to engaging multigenerational audiences on and off the field.

KeyBank and the Buffalo Sabres extended their long-standing partnership with a 10-year renewal of arena naming rights, ensuring KeyBank Center remains the home of the Sabres through the 2035–36 season. Negotiated through Excel Sports Management, the agreement builds on a decade of collaboration and expands KeyBank’s presence across the organization, including designation as the team’s exclusive banking partner and new away helmet sponsorship. Anchored in a shared commitment to Western New York, the partnership also introduces the HocKey Assists community platform, reinforcing the arena’s role as a central hub for engagement, economic impact, and long-term community investment.

In advance of Boston Legacy FC’s inaugural season, Excel partnered closely with the club to develop a best-in-class on-kit strategy designed to maximize brand value and on-field impact for a new franchise entering the market. Working collaboratively with club leadership, Excel aligned TJ Maxx as the front-of-shirt partner, Voya as the lower back partner, and Hyundai as the sleeve partner – creating a balanced, premium sponsorship ecosystem across the uniform. From partner alignment and placement strategy to long-term value creation, the comprehensive approach ensured the kit launched as a powerful commercial platform and established a strong foundation for the club’s brand and revenue growth from day one.