Milk & Honey: Music + Sports + Ventures, led by president Lucas Keller, has expanded its portfolio by acquiring VMG Sports. This acquisition adds significant talent to its roster, including three-time Super Bowl champion and Kansas City Chiefs tight end Travis Kelce, along with Paris Johnson Jr. of the Arizona Cardinals, among 15 NFL players.
The founders of VMG Sports, Adam Heller, Michael Simon, Greg Diulus, and Sammy Spina, will transition to executive roles at Milk & Honey as part of the multi-million-dollar agreement. This acquisition not only enlarges Milk & Honey’s NFL client list but increases its overall athlete representation across football and baseball to 83.
Lucas Keller expressed enthusiasm about integrating the VMG team, praising their shared dedication to maximizing value for athletes in the U.S. He emphasized Milk & Honey’s broad client focus, which spans athletes, artists, and producers, all striving for excellence in their respective fields.
This strategic move is announced just before the 2024 NFL Draft and underscores Milk & Honey’s commitment to growth since its inception in 2014 by Keller and GM/business partner Nic Warner. The firm initially focused on music, representing top-tier songwriters, producers, and global DJs, with their music clients contributing to over 1 billion album sales.
Since venturing into sports three years ago, Milk & Honey has seen rapid growth under the direction of Sports division co-heads Dave Frank, Jake Presser, Rawleigh Williams, and partner Alex Harrow. The sports division boasts clients like Courtland Sutton of the Denver Broncos and Kamren Curl of the Los Angeles Rams. Additionally, the company recruited Kyle Thousand from Roc Nation to oversee its baseball operations.
VMG Sports, established in 2011, has a rich history of managing top NFL talent, including numerous first-round draft picks and Pro Bowl players, bringing a wealth of experience and legal expertise to Milk & Honey. The acquisition broadens Milk & Honey’s recruitment footprint, enhancing its presence from the South and West Coast to the East Coast and Midwest, where VMG has established strong ties.
Dave Frank highlighted the alignment of VMG’s team with Milk & Honey’s strategic goals, particularly in strengthening their roster with impactful players at premium positions. He pointed out the seamless timing of this expansion both financially and strategically as they aim to represent at least 100 athletes.
This deal not only merges two firms with deep NFL connections but also blends their boutique, family-like cultures and independent spirits. This reflects the evolving dynamics in management firms’ roles, increasingly bridging entertainment and sports.
With a foothold in both music and sports, Milk & Honey is well-positioned to leverage its dual industry presence, fostering ventures and collaborations with companies like Volkswagen, AT&T, and Best Buy. The firm plans to roll out new business initiatives within its sports division over the next year.
Dave Frank expressed confidence in the synergy between music and sports, underscoring their pivotal role in the entertainment landscape. This acquisition marks a significant step in representing a diverse array of premier global talents. Adam Heller of VMG was particularly drawn to Milk & Honey’s entrepreneurial approach in the music industry, which they now apply to sports, creating a unique value proposition for athletes.
Frank added that building intellectual property and marketable assets with clients is central to their vision, aiming to enhance off-field opportunities through connections with Hollywood, advertising agencies, and the fashion industry. With personnel across multiple continents, Milk & Honey is ideally positioned to tap into global markets, aligning with the NFL’s international expansion goals.
Milk & Honey, with offices in key cities including Los Angeles, New York, Nashville, London, and Dallas, now has a broader geographical footprint and plans to aggressively expand into various sports verticals in the coming years.
The transaction was facilitated by a team of legal and financial experts from firms including Barnes & Thornburg, Big Plan Holdings, Pinnacle Bank, and Gold Business Management.
