Our Team


The Sports Advisory Group maintains full service offices throughout the U.S. and Canada. Having regional associates within an easy commuting distance is particularly helpful for our sports clients. The regionalized approach allows us to better keep a pulse on local economies, demographics and activity within given markets, spotting trends, monitoring competition, while tracking all the “movers and shakers” within that region.

Tommy_George Tommy George
President & Managing Partner
Frederick, Maryland
Phone: (240) 409-6297
E-mail: TGeorge@TheSportsAdvisoryGroup.com

Tommy joined The Sports Advisory Group as Senior Partner in 2015 and in 2019 he became the company’s President and Managing Partner after acquiring the firm from W.B. Grimes & Company. Tommy leads the firm’s sports M&A advisory practice, serving as an industry leader in sports mergers and acquisitions. The firm has specialized in M&A advisory across Minor League Baseball, minor professional and major junior hockey, independent professional baseball, professional soccer (in North America and across Europe), summer collegiate baseball, e-sports, and more.

Since 2004, Tommy has also been a full-time ice hockey official, with experience in the American Hockey League, ECHL, Hockey East (NCAA), and the International Ice Hockey Federation (IIHF). George has officiated five NCAA Frozen Four championships, three IIHF World Championships, Calder Cup and Kelly Cup Playoffs, and other IIHF events. In February of 2014, George was one of four Americans selected to officiate the men’s hockey tournament at the XXII Olympic Winter Games in Sochi, Russia.

Tommy holds a Bachelor’s Degree in Business Administration – Sports Management from Western New England College (’07). Tommy resides in Frederick, Maryland.

Grimes_Larry Larry Grimes
Founder & Chairman

Gaithersburg, Maryland
Phone: (301) 253-5016
E-mail: LGrimes@TheSportsAdvisoryGroup.com

Larry Grimes served as President and Owner of W.B. Grimes & Company and the Sports Advisory group from 1985 to 2019. Currently, Grimes serves as Founder/Chairman of The Sports Advisory Group. During his time with W.B. Grimes & Company, Grimes personally handled the sale of hundreds of media properties while also directing the firm’s sports M&A advisory practice. Grimes has also provided consulting services to several start-up companies in the professional sports, golf, entertainment, digital media and broadcast industries. Grimes is the former owner of radio station WDJY-FM, licensed to Trenton/Gainesville, Florida. He is the former President of NextGeneration Media, a national coupon franchising company based in Springfield, VA. Grimes has considerable appraisal experience. He has served as an expert witness in a variety of valuation cases involving divorce proceedings, change of ownership, and estate planning.

Grimes has served as a consultant to the Northern Virginia Small Business Development Center in affiliation with the Small Business Administration. He has assisted in the development of numerous business plans and their execution and has served as a Business Plan Reviewer for the National Institutes of Standards and Technology.

Grimes sports resume also includes 20+ years coaching basketball and women’s field hockey at the high school and D-III college level.


Bill Yates
Senior Associate

Fort Worth, Texas
Phone: (817) 422-4241

E-mail: BYates@SportsAdvancement.com

Bill spent fourteen seasons as a pro sports executive managing professional hockey teams throughout North America. His teams were consistently recognized as industry leaders for developing trendsetting marketing and operations strategies. Bill began his sports career with the Fort Worth Brahmas Hockey Team in the Central Hockey League. During his eight seasons in Fort Worth he advanced to the role of Executive Vice President. In 2005, Bill moved to Corpus Christi, Texas to serve as Assistant General Manager for the Corpus Christi IceRays.

In 2006, Bill was named President of the Mississippi Sea Wolves (Biloxi, Mississippi) of the East Coast Hockey League. Bill oversaw the team’s return after a two year hiatus that came as the result of Hurricane Katrina. He was responsible for all business operations for the minor league affiliate of the Philadelphia Flyers and Tampa Bay Lightning.

Most recently, Bill was a partner with Splash Management, a marketing strategy firm in Fort Worth, Texas where he still serves on the advisory board. Bill also serves in an advisory role with Sports Career Advancement a retained executive placement company focusing on the sports industry.

Bill has developed two non-profit foundations benefiting families in Fort Worth and South Mississippi. He also serves as a mentor for the Career Transitions Workshops in Southlake, Texas.

Jesse Grant
Senior Associate
Fairfield, Connecticut
Phone: (845) 612-9323

E-mail: Jesse@thesportsadvisorygroup.com

Jesse joined The Sports Advisory Group in 2019 as an Analyst. Jesse has spent over eight years managing clients in the sports, entertainment, and hospitality sectors, working for the Goldklang Group and TBT: The Basketball Tournament. He has led sponsorship, public relations, marketing, M&A, and business development initiatives for properties across Minor League Baseball, ESPN, NFL, and NBA G-League.

Jesse is a graduate of the University of Massachusetts Amherst with a degree in Sport Management.