Beyond short-term deals, we cultivate enduring value, creative possibility, and legacy. Guided by integrity, creativity, and growth, we merge boutique attention with global reach. CANOPY is not just representation — it is the platform for shaping futures beyond sport.
CANOPY SETS A NEW STANDARD FOR ATHLETE REPRESENTATION
[ ABOUT US ]
OUR TEAM
CANOPY exists so every athlete gets seen, supported, and celebrated, not just the ones already in the spotlight.
Co-founders Jack Liechtung and Gabe Merkin built CANOPY as the NIL landscape opened new doors for college athletes. Jack, an entertainment lawyer and media operator, spent his career turning talent into presence. Gabe, a venture investor, knew how access, structure, and storytelling create real value. Together they saw collegiate and Olympic athletes being overlooked, not for lack of talent, but for lack of support.
As the House Settlement let universities pay athletes directly, the visibility and revenue gap only widened. CANOPY responded with a sharp focus on Olympic and female athletes: educating and sourcing deals at the athletic department level.
Backed by a bicoastal team of brand builders, dealmakers, and strategists, CANOPY brings hands-on support to every partnership, from sourcing to brand-building to execution.
Our mission extends well beyond the field, elevating student-athletes, creators, and campus leaders shaping culture on and off campus.
