Strategic Sports Consulting | Navigate the Game with L.I.G. Sports Group

We don’t just negotiate deals.
We position, protect, and maximize athlete value throughout their career.

Career & Contract negotiations

Every deal is structured to maximize market value and long-term leverage.

NIL & Brand Partnerships

Build, position, and activate a marketable brand that attracts aligned, profitable opportunities.

Collectives & Revenue Sharing

Navigate complex financial ecosystems with clarity, strategy, and sustainable gain.

Holistic Player Management

Protect and build the athlete’s entire infrastructure—covering health, branding, financial literacy, support systems, and long-term positioning to maximize value on and off the field.

Performance & Career readiness

Systems that keep athletes sharp, marketable, and prepared for every stage.

Consulting for Athletic Departments

The Full Value Supply Chain, Connected.

From recruiting and development to winning, enrollment, revenue, NIL, and branding—we link every stage of the athletic value chain.

Our proprietary evaluation systems directly tie strategic talent acquisition to economic impact, giving departments objective roster analysis, NIL frameworks, branding alignment, and organizational efficiency. We solve the simple and the complex—positioning programs for lasting competitiveness and sustainability.

James Franklin

Head Coach, Penn State University

"Justin’s background, experience, and adept understanding of the football world afford him a unique perspective that causes others to listen when he speaks. Innovative, outcome-driven, and the true definition of a team player, Justin is an asset to any room he enters."

Oliver Luck

Former XFL Commissioner, NCAA EVP Regulatory Affairs

One of the first hires that I made was Justin King, who joined the football operations group at the XFL. Justin was an excellent employee with superb inter-personal skills and a great work ethic. He interacted on a daily basis with our coaches, referees, players, agents and football staff members such as equipment managers, athletic trainers, etc . . . He was forthright in all of his activity and quite dependable in terms of ˋgetting things done´.

Doug Whaley

Former SVP of XFLBills General Manager

Justin’s greatest strength is his ability to navigate and effectively integrate complex systems while managing the multitude of personalities in the athletic industry, which is a rare and very impactful trait.

Terry Smith

Interim Head Coach, Penn State Football

Justin has a rare understanding of the modern college football landscape, but more importantly, he understands culture, coaching, and how to support a head coach in building a sustainable, winning program. L.I.G. Sports Group is a resource I would confidently recommend to any head coach or athletic administrator seeking impartial recommendations, innovative ideas, an integrated structure, and long-term sustainability to their football operation.

Join Our Ecosystem

Become part of a powerful network

Where athletes and families gain the tools, strategies, and guidance to thrive, from recruiting and NIL to career management and pro-level preparation, our ecosystem connects every piece of the athletic value chain.
Don’t just play the game. Own it.

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Sports Asset Management

What we Offer

James Franklin

Oliver Luck

Doug Whaley

Terry Smith

Become part of a powerful network