The Playbook Just Changed: eXp Realty Puts Sports & Entertainment Inside Luxury
Written By Joseph Trujillo, Director of Sports & Entertainment, L.A. STYLE Magazine
Miami has a way of announcing a new season. On Tuesday, eXp Realty did exactly that, officially unveiling eXp Sports & Entertainment within its Luxury Division, signaling a bold new chapter for agents who serve athletes, entertainers, and the advisors who move in their orbit.
What stood out to me was not just the headline but the architecture behind the launch. The new division introduces specialized certification, a distinct brand identity, curated marketing assets, bi-monthly masterminds with field experts, and a network of attorneys, advisors, and relocation partners who understand the nuances of high-profile representation. It is not a label; it is an operating system for high-level performance.
A New Standard for Global Luxury
The announcement comes from a company already operating on a historic scale. eXp Realty is the largest independent brokerage in the world, a multi-billion debt-free enterprise spanning more than 29 countries and 80,000 agents. Its model redefined what ownership looks like in real estate, creating a cloud-based ecosystem where agents act as shareholders, collaborators, and global builders.
Becoming a founding member of eXp Luxury Sports & Entertainment marks an exciting new chapter in my career and calling. Stewarding L.A. STYLE Magazine and bridging these vibrant worlds of influence, luxury, and purpose feels like a divine alignment of vision and opportunity.
Why This Move Matters
Luxury did not disappear when the broader market cooled; it evolved. At the high end, trust has replaced transactions as the true currency. Athletes and entertainers demand agility, privacy, and global reach, qualities that cannot be improvised.
What I absolutely love about the addition of sports and entertainment is that it is creating what I call another point of distribution. We are not just selling homes; we are building ecosystems around influence, from athletes to entertainers to faith-driven entrepreneurs. In business, it is about seeing the opportunity before it is obvious. When I look at eXp Luxury expanding into these spaces, it is not about high volume or high profit; it is about high purpose. We are creating an environment where excellence meets entertainment, and that is the new wave of luxury.
An Industry Realignment
Across the luxury landscape, leading firms have moved to capture the Sports & Entertainment market, from Christie’s International Real Estate to Compass and Keller Williams, each launching specialized divisions in recent years.
But eXp’s approach feels different. Rather than focusing on exclusivity, the company is focused on access, empowering high-performing agents anywhere in the world to enter the arena with a unified brand language, mentorship, and global referral infrastructure.
This strategy shifts the paradigm from gatekeeping to capacity building. Agents gain tangible tools, from branded collateral and listing decks to mastermind sessions and partnerships with entertainment attorneys and wealth planners, enabling them to operate confidently in an environment where discretion and timing define success.
In essence, while others build walls, eXp is building runways, pathways for agents to rise into specialized markets without losing authenticity or community.
To that point, eXp leaders emphasize that this isn’t simply a division — it’s a global movement reshaping how luxury, entertainment, and influence converge. As Carrie Zeier, Vice President of Global Luxury Growth for eXp Realty, shared:
“The intersection of sports, entertainment, and luxury is redefining how influence moves across markets. At eXp Luxury, we’re not chasing that movement; we’re architecting it. Our mission is to empower agents to serve at the highest level, where privacy, precision, and performance meet. The playbook has changed, and we’re writing it in real time.”
~ Carrie Zeier, Vice President of Global Luxury Growth, eXp Realty
Beyond Luxury: Purpose Over Profit
Representing elite clients takes more than production; it takes posture. The Sports & Entertainment world rewards those who lead with integrity over ego and perseverance over profit. Success in this space is earned quietly, through discipline, consistency, and character.
Those who thrive in this arena share a certain rhythm. They carry a presence that commands respect, confidence that is calm, not loud. They guard their clients’ privacy as sacred, understanding that discretion is not an accessory; it is the foundation. And they master collaboration that multiplies impact, knowing that true representation is never solo, it is strategic teamwork in motion.
In the end, luxury is not defined by price; it is defined by how you show up when the spotlight hits.
Los Angeles: The Capital of Sports & Entertainment
Home to ten major league franchises including the Lakers, Dodgers, Rams, Kings, LAFC, Galaxy, Clippers, Angels, Ducks, and the WNBA Sparks, Los Angeles stands as the global intersection of sport, entertainment, and lifestyle. It is also the proving ground for innovation in real estate.
eXp Realty is redefining how elite athletes, entertainers, and global investors connect with the city’s most exclusive properties. From SoFi Stadium in Inglewood to Crypto.com Arena downtown and the timeless skyline above Chavez Ravine, Los Angeles does not just host stars; it builds legacy around them.
The Bottom Line
With Sports & Entertainment now woven into its Luxury platform, eXp Realty is not following a trend; it is setting the next standard. In an era where personal brands are global enterprises, this move is not just structural; it is strategic and cultural.
Luxury today is defined not by volume or valuation but by excellence under pressure and character in execution. From Miami to Los Angeles, one message echoes across the industry:
The future of luxury real estate belongs to those who lead with precision, confidence, and purpose.
