Agency

Sports Media Company Snapback Sports Signs With Excel Sports Management to Drive Sponsorship Growth, Event Access

Published on March 20, 2026

Snapback Sports, a digital sports media company founded by Jack Settleman, has signed with Excel Sports Management, the full-service talent representation and sports marketing agency that counts Nikola Jokić, Caitlin Clark, and Tiger Woods among its clients.

Settleman announced the deal on LinkedIn and X, describing the signing as a strategic step to scale the company’s revenue and access. According to Settleman, Snapback Sports generated $2.2 million in revenue in 2025 and has set a target of $3 million for 2026.

The company conducted a roughly three-month agency search that included meetings with CAA, UTA, 3 Arts Entertainment, WME, and Vayner Sports, among others, before selecting Excel.

Ryan Orozco Cited as Key Factor in Excel Decision

Settleman attributed the choice of Excel to Ryan Orozco, the agency’s Head of Digital Media Talent, citing his prior work with YouTube football creator Deestroying and Good Good Golf as directly relevant to Snapback’s business model.

“We are not an influencer or a creator. We are a new media company,” Settleman wrote. “Understanding how to sell and scale that type of business was important.”

Orozco had previously recruited Snapback while at WME, but Settleman declined at that time.

Revenue Targets and Content Inventory Drive Partnership

Excel’s mandate covers two primary areas: driving sponsorship revenue and opening access to major sporting events. Settleman identified ticketing, apparel, finance, food and drink, health, CPG, nutrition, and travel as target sponsorship categories, with content properties including Snapback Saturdays, an MLB Stadium Tour, an NHL Playoffs Tour, and Snapback Trivia serving as primary inventory.

Settleman also offered a candid assessment of agency representation for creators broadly. “Sales cycles are longer than the month and a half we’ve been working together,” he wrote, noting Excel had facilitated two or three guests at a recent Radio Row event. “That’s not a knock on Excel. That’s the reality of agencies.”

The longer-term goal, Settleman stated, is to eventually bring sales operations fully in-house.