Excel’s Properties division is trusted by world-class sports teams, leagues and rightsholders to forge meaningful alliances with global brands.
Our team of experienced sales professionals and strategic marketers leverages a portfolio of blue-chip relationships and unparalleled in-house creative services to deliver industry-defining partnerships.
Excel’s Properties division is trusted by world-class sports teams, leagues and rightsholders to forge meaningful alliances with global brands.
Our team of experienced sales professionals and strategic marketers leverages a portfolio of blue-chip relationships and unparalleled in-house creative services to deliver industry-defining partnerships.
Capabilities
Excel has established itself as the industry’s leading agency in on-uniform partnerships, leveraging an unmatched network of brands and rightsholders to deliver more than two dozen on-uniform branding deals across major leagues in the U.S. sports marketplace.
Through a strategic approach to venue commercialization, Excel partners with properties to unlock new revenue-generating assets, including naming rights, and implement full-scope commercial strategies – from individual partnership tiers to comprehensive, venue-wide monetization.
Excel designs and delivers premier partnership platforms for leagues, conferences, and rights holders, creating high-impact positions and integrated programs across global properties including motorsports, collegiate athletics, and professional leagues.
Case Studies
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.
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 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.
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.
