Milk & Honey Acquires VMG Sports — Adding Travis Kelce And 14 More NFL Players To Its Roster

Milk & Honey Music + Sports + Ventures, the management company led by president and founding partner Lucas Keller, has acquired VMG Sports, whose client roster includes three-time Super Bowl-winning Kansas City Chiefs tight end Travis Kelce, Arizona Cardinals offensive tackle Paris Johnson Jr., and a total of 15 NFL players.

VMG Sports founders Adam Heller, Michael Simon, Greg Diulus, and Sammy Spina will join the Milk & Honey executive staff under terms of the multi-seven-figure deal, which more than doubles Milk & Honey’s NFL roster and brings to 83 its total client representation across football and baseball.“It’s an honor to have Adam, Mike, Greg, and Sammy in the family. VMG Sports shared the same ethos with Milk & Honey, which is a relentless commitment to advocating and creating value for the American athlete,” says Keller. “For us, it could be an athlete, an artist, a songwriter, or a record producer—our clients train to be some of the greatest in the world.”

The announcement of the deal comes just days before the 2024 NFL Draft on April 25-27 and marks another significant milestone for Milk & Honey, which Keller and GM/business partner Nic Warner founded in 2014 and whose artist department today represents top songwriters, record producers, and nearly 30 global DJs. Across music disciplines, the company boasts more than 1 billion albums sold.

Three years ago the firm entered the sports arena and has accelerated that division under the helm of Milk & Honey Sports co-heads Dave Frank, Jake Presser, and Rawleigh Williams, and partner Alex Harrow, with a roster that includes Courtland Sutton of the Denver Broncos and Kamren Curl of the Los Angeles Rams. Two years ago, Milk & Honey hired Roc Nation’s Kyle Thousand to run its baseball department.

Founded in 2011, VMG Sports’ partners have been involved in representing more than two dozen first-round draft picks, eight top-100 picks, and more than 50 Pro Bowl players. The NFLPA-certified agents have negotiated contracts for some of the highest-paid athletes in the NFL.