Brand Velocity Group (BVG), a private equity firm co-founded by former NFL quarterback Eli Manning, acquired RCX Sports in early June 2026 from the Raine Group, the company announced on August 25 [1, 2]. RCX Sports manages official youth sports licensing across major U.S. leagues including the NFL, NBA, WNBA, MLS, NHL, and MLB [1, 2].
RCX Sports operates youth programs such as NFL Flag, Jr. NBA, Jr. WNBA, MLS GO, NHL Street, and MLB Pitch Hit & Run. NFL Flag is the largest youth sports league in the world, involving roughly 1 million children according to one source and over 800,000 by another, up from 500,000 participants in 2019 when RCX first took over the NFL Flag license [1, 2]. RCX employs about 150 people and works closely with local parks and recreation departments, YMCAs, and Boys and Girls Clubs to provide licensed uniforms, equipment, and league support [1, 2].
BVG’s investors include notable former and current athletes such as Emmitt Smith, Larry Fitzgerald, Jameis Winston, Peyton Manning, DK Metcalf, and Klay Thompson [1, 2]. RCX CEO Izell Reese, a former NFL defensive back, continues to lead the company. Reese described RCX as “like Little League Baseball meets Fanatics” and noted of BVG’s athlete investors, “Every other comment he makes is, ‘How can I help?’ These are individuals, they’re not just a name, they’re strategic and mission-aligned” [2].
The youth sports industry in the U.S. is valued at approximately $40 billion [1]. In May 2026, U.S. lawmakers introduced the "Let Kids Play Act" intending to ban private equity investments in youth sports programs [1]. Financial terms of the RCX acquisition were not disclosed [1, 2].
