In 2010, two investors bought the Golden State Warriors for $450 million. Today, the franchise is worth over $9 billion.

That’s not luck, it’s strategy!

But how do these deals actually happen? Who’s behind them? And why are pro sports teams becoming the ultimate alternative investment?

In this episode, I’m talking with Andrew Woodward—former right-hand to Leigh Steinberg, the real-life inspiration behind Jerry Maguire—to explore one of the most exclusive asset classes on the planet: professional sports teams.

Andrew is now a key figure at Game Plan, an investment bank that helps broker deals for NFL, NBA, MLB, and NHL franchises. And in this conversation, he reveals how these deals are sourced, why valuations keep exploding, and what advisors can learn from it all.

From ownership structures and revenue streams to the rise of private equity in sports, this episode pulls back the curtain on how billion-dollar teams really get bought and sold.

The biggest insights from Andrew Woodward …

1.) How NFL Agents Earn Trust (and Referrals) for Life

Leigh Steinberg didn’t become the inspiration for Jerry Maguire by luck. Andrew shares the relationship-building playbook he learned from Leigh—and how trust, not tactics, is what lands high-profile clients.

2.) Why Pro Sports Teams Are the Ultimate Alt Investment

These assets aren’t just trophies, they’re smart plays in a scarce, high-demand market. Andrew explains the drivers behind skyrocketing team valuations and what makes them so appealing to sophisticated investors.

3.) The Revenue Streams Behind Billion-Dollar Teams

From ticketing and sponsorships to media rights and real estate, today’s franchises generate income across multiple verticals. Andrew breaks down how these revenue engines work—and what advisors can learn from the way pro teams diversify and scale.

4.) How Private Equity Is Opening the Door

With team valuations on the rise, leagues are embracing private equity in new ways. Andrew unpacks how this shift is creating more access points for investors.

SHOW NOTES

https://bradleyjohnson.com/113

FOLLOW BRAD JOHNSON ON SOCIAL

• Twitter
• Instagram
• LinkedIn

FOLLOW DBDL ON SOCIAL:

• YouTube
• Twitter
• Instagram
• LinkedIn
• Facebook

DISCLOSURE 

DBDL podcast episode conversations are intended to provide financial advisors with ideas, strategies, concepts and tools that could be incorporated into their business and their life. Financial professionals are responsible for ensuring implementation of anything discussed related to business is done so in accordance with any and all regulatory, compliance responsibilities and obligations.

The Triad member statements reflect their own experience which may not be representative of all Triad Member experiences, and their appearances were not paid for.

Triad Wealth Partners, LLC is an SEC Registered Investment Adviser. Please visit Triadwealthpartners.com for more information. Triad Wealth Partners, LLC and Triad Partners, LLC are affiliated companies. TP04254372644

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.