It was just announced last week that Relativity Media has joined with Yucaipa Companies to launch Relativity Sports. This new company will represent athletes, coaches and broadcasters and will absorb the existing businesses that include SFX Baseball, Maximum Sports Management and Rogue Sports.

As Ron Burkle, managing partner of The Yucaipa Companies, said from Los Angeles, “This partnership marks a new evolution in sports agencies, and we couldn’t be more pleased to help open new platforms to the world’s best athletes.” Ron Burkle and his Yucaipa Companies first began a relationship with Relativity last year; earlier this year, they became a major investor in Relativity when they bought most of the equity that was held by a previous investor.

About the new relationship, Relativity CEO Ryan Kavanaugh said, “Relativity Sports serves as a perfect launching pad for us to continue to grow our entertainment business. This alliance offers athletes turnkey access to a true merger of sports and entertainment. In addition to their careers in professional sports, we can offer athletes opportunities in film, television, music and gaming.”

Players who will be represented by the merger between Relativity Media and Ron Burkle’s Yucapia Companies include: Miguel Cabrera, Larry Fitzgerald, Greg Jennings, Ndamukong Suh, Devin Hester and Steven Jackson among others.