With Alto Capital’s SPV, you can gain exposure to Milk & Honey Sports, a globally positioned sports agency representing 80+ football and baseball players with 50+ Pro Bowl appearances and $3+ billion in contract negotiation experience.
Offering Details
Upcoming Webinar
About the Investment
For the first time on the Alto Marketplace, you can get exposure to a sports agency, Milk & Honey Sports. The company has built a roster of top talent from across the NFL and MLB, including Travis Kelce, Courtland Sutton, Paris Johnson Jr., Kamren Curl, Dany Jimenez, and Huascar Brazobán. This special purpose vehicle gives you equity ownership in Milk & Honey Sports through BPH Sports, LLC, to share in the success of athletes both on and off the field.
The BPH Sports, LLC entity owns 25% of the baseball agency, 25% of the football agency, and 25% of the Milk & Honey Sports holding company, where ventures will be launched with the athletes. The holding company will retain equity in the ventures they establish with athletes, allowing them to increase the valuation of the agency as a whole.
BPH Sports Agency AC SPV isn’t just for sports fans — it’s an investment in a rapidly growing industry led by some of the smartest minds in business, athletics, and entertainment. By investing, you’re not just backing athletes. You are an integral part of sports-related ventures, brand deals, athlete NIL opportunities, and an agency with a track record of success within two of the most lucrative leagues in sports.
About Milk & Honey
Milk & Honey is a hybrid entertainment management company based in Los Angeles, New York, Nashville, Dallas, and London. Launched in 2014 by Founder and President Lucas Keller, a 20 year veteran of the music industry, Milk & Honey is a traditional management company for the music division, and an agency and marketing company for the sports division. The company’s clients hold 25 songs in the Spotify billion streamers club and earned 10 Grammy nominations for the 2024 64th Grammy Awards®.
Founded in 2021, Milk & Honey Sports has made a name for itself in the world of sports agencies. The company has a strong focus on branding and intellectual property (IP) opportunities. That’s even as its roster has ballooned from 0 to 80+ professional athletes, thanks, in part, to the acquisition of VMG Sports.
So, why the emphasis on branding and IP? Athletes are more than athletes. They are influential figures with the power to shape culture, drive consumer behavior, and create long-lasting partnerships that extend far beyond the playing field.
Branding and IP have taken on new life in the NIL era (NIL refers to the rights of student-athletes to control and profit from their name, image, and likeness). Prior to 2021, student-athletes could not be financially compensated beyond a scholarship and stipend. Since then, the total projected NIL market has exploded to an expected $1.67 billion in 2024-25 with no signs of slowing down. Sports Illustrated reports that that figure could reach $2.55 billion by June 2026.1
Milk & Honey Sports has doubled down on building athletes’ brands and IP through its holding company and growing venture initiative. It’s one of four prongs that the agency plans to leverage in order to grow, including:
How Milk & Honey Sports Plans to Grow
Team
Meet the Milk & Honey Team
Milk & Honey Sports is an international sports agency with Big Plan Holdings serving as an active partner. The company has strategically positioned itself to offer the resources and influence of a major agency, while preserving its boutique roots. Milk & Honey Sports represents 80+ elite athletes in the NFL and MLB with $3+ billion in contract negotiation experience.
Meet Big Plan Holdings
Big Plan Holdings is a family office and alternative investment firm owned and operated by the Joseph family. Headquartered in Nashville, TN, with additional staff in Los Angeles and Chicago, its holdings and investments span a wide range of industries including hospitality, music and entertainment, film, professional sports, fashion, and real estate.
Notable ventures include:
Big Plan Holdings is the brainchild of Chief Executive Officer Josh Joseph, who founded the company alongside his wife, Tara, and daughters, Sydni and Sophie, in 2020 following his $850M+ exit from a previous successful venture. Josh handles the incubation of new businesses, strategic investments, and mentorship of emerging entrepreneurs. To date, its principals have managed and deployed $250M+ in personal and investor capital with $1+ billion in successful exits.
Meet the Big Plan Holdings Team
Josh Joseph, Founder and CEO
Josh is the Founder and CEO of Big Plan Holdings, a Nashville-based family office investing across diverse industries. With a focus on incubating new ventures and strategic partnerships, he also mentors entrepreneurs while managing investments in real estate, music/entertainment, hospitality, fashion, sports, and philanthropy. As a consummate commercial real estate professional, Josh brokered transactions surpassing $1.5 billion and conducted deals nationwide. Josh serves on multiple boards, including Milk & Honey Sports, MAD TASTY, and Musicians On Call. A University of Illinois graduate, he resides in Nashville.
Eric Russell, Chief Investment Officer + Principal
Eric is a seasoned financial professional with a track record of over $900M in transactions. As Chief Strategy Officer at Haven Behavioral Healthcare, he doubled revenue and increased EBITDA sixfold. Previously, as CFO at CA South, he grew the firm from $50M to over $400M in two years. Eric also led acquisitions at Diversicare, taking the company from $100M to $550M in annual revenue. Skilled in investor relations, underwriting, deal sourcing, and financial operations, Eric has consistently driven growth in startups, private equity firms, and publicly traded companies and applies his extensive experience as CIO for Big Plan Holdings. He holds an MBA from Carnegie Mellon, an MRED from IE Business School, and a BBA from the University of Kentucky.
Sydni Joseph, Co-Founder
Sydni Joseph, Co-Founder of Big Plan Holdings, leads new business development, branding, event planning, investor relations, and SOP implementation. A dual degree graduate from the University of Kentucky, she champions women in business. Co-founder of 3rd Eye Hi, a luxury CBD subscription box company, Sydni brings expertise in startups, marketing, and business strategy. Sydni is a Partner and the Director of Special Events for American Paint and holds positions on multiple boards and committees. Based in Chicago and Nashville, she seeks to expand her professional network and expertise.
Kevin Smart, VP of Business Development
Kevin Smart serves as Vice President of Business Development at Big Plan Holdings, helping lead new/existing ventures and the capital markets team at the family office. With over a decade of touring as a professional musician under his belt, Kevin has performed all over the world and has made countless appearances on networks like MTV, NBC, ABC, Nickelodeon, etc. All the while, Kevin obtained his B.S. in Business from Penn State. Prior to joining BPH, Kevin worked for Bill Silva helping lead digital marketing at the Hollywood Bowl in Los Angeles. Kevin continues to establish himself as a multi-hyphenate by pursuing his career in entrepreneurship/investing at Big Plan Holdings, while also continuing his career as a professional musician.
Why invest in a sports agency
Being a sports fan is an emotional investment. But it can be so much more.
1. Back elite athletes with proven track records
Agents at Milk & Honey Sports have represented 55+ first-round draft picks and 5+ Super Bowl champions. As an investor, you can benefit from the success these players have on and off the field.
2. Unlock high-growth potential opportunities
Milk & Honey Sports can earn revenue through athlete representation, sponsorship deals, media rights, and brand partnerships. That’s not all. The agency has positioned itself at the forefront of the nascent world of NIL, an industry that has grown to an expected $1.67 billion in four years.
3. Invest at the intersection of people, profits, and passion
For many people, their only “investment” in professional sports is an emotional one. BPH Sports Agency AC SPV allows people to make a deeper connection with the professional athletes they know and love. Your retirement dollars will go toward growing marketing, branding, and NIL revenues for existing and future players, while expanding the roster of top-tier athletes in football, baseball, and beyond.
4. Tap into exclusive investment opportunities within the private markets
Private equity opportunities like this have traditionally been difficult to access and often required high minimum investments. BPH Sports Agency AC SPV takes you under the velvet rope and inside the world of private equity investments. Tapping into these high-growth potential opportunities can mean a strong position at the forefront of an emerging market.
Upcoming Webinar
Offering Documents
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