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
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.
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.
