We know a thing or two about a good crossover, which is why Game Seven’s ability to crossover sport and culture caught our eye. We’ve added Game Seven and its versatile team to our roster, increasing our creative and experiential product offerings for existing and new clients.  

This acquisition is equivalent to landing the biggest free agent in the game – Game Seven’s enhanced capabilities across creative, digital, and experiential will complement our existing work in strategy, activation, analytics and hospitality to deliver a fully comprehensive offering, and the blueprint for a well-executed gameplan in brand marketing.   

“Excel and Game Seven share foundational elements, as both agencies started in basketball and have since expanded well beyond into various other sports and entertainment verticals. Game Seven’s evolution from experiential marketing into a leading creative shop in sports make them a great fit for Excel. This strategic investment ensures we can satisfy any brands’ marketing ambitions within sports.” 

– Jeff Schwartz, Founder and President, Excel Sports Management. 

It’s in their DNA – Game Seven is known for creating innovative and game-changing engagement platforms that tell relevant brand stories. The agency has delivered notable campaigns for brands including Foot Locker, Timberland, Nike, Oakley, Bleacher Report, Instagram, TikTok, Meta, and Spotify.  

“The addition of Game Seven adds a specialized offering that meets the needs of today’s modern marketer. The Game Seven team understands and embraces the intersection of sports and culture, and their work creating innovative campaigns that illicit emotion and drive meaningful consumer engagement is what really excites us about bringing them onboard.”

– Tuck Burch, Head of Brand Marketing, Excel Sports Management 

As part of our Brand Marketing division, Game Seven will be integrated within the group that supports corporate clients – including 2K, Hospital for Special Surgery, Under Armour, Red Bull, Vista, PwC, MassMutual and Outback Steakhouse – on an end-to-end basis to optimize their sponsorship and sports marketing investments.  

Game Seven was founded by Justin and Matt Leonard in 2010 to create authentic and relevant experiences for brands activating in the sports and culture space. Both founders will continue to lead the agency as Managing Directors while retaining a minority stake in the business. Game Seven will keep its name and operate out of its office in Brooklyn.   

“We started Game Seven with the ambition to build an agency capable of harnessing and converting our love of sport culture into breakthrough marketing campaigns.  Over the last 12 years, we have evolved from a niche experiential agency into a full-service creative shop, and our team has had the privilege of creating a wide range of impactful work, both physical and digital, alongside some of the most innovative brands in the world. As we look towards the future, the ability to grow, scale, and diversify our work is paramount. Jeff and the Excel team have built one of the best agencies in the world, and our combined expertise will bring a new and differentiated offering to the marketplace.”

Justin Leonard, Co-Founder, Game Seven Marketing

Read more about the acquisition on Sportico: Excel Sports Gets Creative With Game Seven Acquisition

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