Relativity Sports Takes the Field with SFX Baseball and Maximum Sports Management


(Beverly Hills, Calif.) July 16, 2012 – Ron Burkle’s Yucaipa Companies and Relativity Media announced today that they will be forming Relativity Sports, which will rank among the largest sports agencies in the United States. The new company is a result of combining industry leader SFX Baseball, top football agency Maximum Sports Management and Relativity Media’s own prominent basketball agency Rogue Sports.


Relativity Sports will be a major player in North American athlete representation with more than 150 clients in MLB, the NBA and NFL, and over $1 billion in current contracts.  Relativity Sports athletes are superstars in professional baseball, basketball, and football, including Amar’e Stoudemire, Mariano Rivera, Justin Verlander, David Ortiz, Justin Morneau, Alfonso Soriano, Miguel Cabrera, Larry Fitzgerald, Greg Jennings, Ndamukong Suh, Devin Hester and Steven Jackson. The company also represents coaches and broadcasters.


“Relativity Sports serves as a perfect launching pad for us to continue to grow our entertainment business. This alliance offers athletes turnkey access to a true merger of sports and entertainment,” said Ryan Kavanaugh, Relativity’s CEO.  “In addition to their careers in professional sports, we can offer athletes opportunities in film, television, music and gaming.”


“This partnership marks a new evolution in sports agencies and we couldn’t be more pleased to help open new platforms to the world’s best athletes,” said Ron Burkle, Managing Partner of The Yucaipa Companies.


According to Happy Walters, Co-COO of Relativity Media who will oversee Relativity Sports, “We are extremely excited to bring the hard-working and talented agents at SFX and Maximum together with Rogue Sports and Relativity Media.  Relativity Sports will utilize its marketing relationships with global brands and studio assets to offer athletes unique access not available at other agencies.”


SFX Baseball is a premier agency representing baseball’s top professional players and managers.  The agency represents a compelling mix of established All-Stars, emerging stars and minor league talent, with a dominant presence in the Latin Market.


Maximum Sports Management was formed over 20 years ago by NFL super agents Eugene Parker and Roosevelt Barnes.  Maximum Sports’ reputation and proven track record as relentless contract negotiators and innovators is unparalleled in professional football.  Clients include retired NFL Hall of Fame inductees such as Curtis Martin, Deion Sanders, Emmitt Smith and Rod Woodson.



Relativity Sports is a fast-growing sports agency dedicated to providing high profile athletes a full range of professional development services including contract negotiation, marketing, media relations, fan management, brand building with entrepreneurial ventures, community involvement and personal services. Clients include NBA, NFL and MLB athletes. The company was formed in 2012 when Rogue Sports combined with Maximum Sports Management and SFX Baseball.



Relativity Media is a next-generation studio engaged in multiple aspects of entertainment, including full-scale film and television production and distribution, the co-financing of major studio film slates, music publishing, sports management and digital media.  Additionally, the company makes strategic partnerships with, and investments in, media and entertainment-related companies and assets.