NEW YORK — Financial firm Patricof Co, which specializes in finding investment opportunities for pro athletes, has hired Berk Communications to handle its public relations.

Berk, which has a specialist sports practice, struck the deal with Patricof without a competitive pitch. The two firms already share a number of clients.

Patricof works with athletes including Carmelo Anthony, Venus Williams, Dwyane Wade and CC Sabathia.

“We have a roster of over 70 top-tier professional athletes who we advise and introduce to impactful private investment opportunities,” said founder and CEO Mark Patricof. “After realizing that a good number of our athletes trust Berk Communications with their PR strategy, it became a logical choice to enlist the Berk team to help achieve our communications goals as well.”

Patricof, an investment banker with expertise in traditional and digital media, founded Patricof Co in 2018, predicated on the premise that top-tier athletes were investing too heavily in risky ventures, while missing out on other opportunities.

Sports Business Journal reports that Patricof’s clients so far have invested $25 million across six businesses: Cholula, Topgolf, consignment company The RealReal, nutrition company Orgain, tech company FlashParking and eyecare company Acuity.

Photo courtesy of Patricof Co