Eli Manning’s private equity firm acquires RCX Sports

Eli Manning’s private equity firm, Brand Velocity Group, is acquiring RCX Sports, the company that manages youth licensing programs tied to major professional leagues including the NFL, NBA, WNBA, MLS, NHL, and MLB. RCX runs programs such as NFL Flag, Jr. NBA, Jr. WNBA, MLS GO, NHL Street, and MLB Pitch Hit & Run. The company has about 150 employees and earns revenue from products like uniforms and equipment, as well as services for local parks and recreation centers. The deal’s financial terms were not disclosed. The acquisition comes as private equity faces growing scrutiny over its role in youth sports. A group of Democratic lawmakers recently introduced the “Let Kids Play Act,” which would bar private equity firms from investing in the sector. Manning said his firm aims to keep prices low, expand access, and help the programs grow rather than raise costs for families.