John Elway, the Hall of Fame quarterback and former executive of the Denver Broncos, is mourning the loss of his longtime friend and business partner, Jeff Sperbeck, who tragically passed away on April 30, 2025, at the age of 62. Sperbeck succumbed to injuries sustained in a golf cart accident at The Madison Club in La Quinta, California, on April 26. Elway was driving the cart when Sperbeck fell off, resulting in a traumatic brain injury. Despite being placed on life support, Sperbeck passed away four days later at Desert Regional Medical Center in Palm Springs. Elway reportedly made the initial 911 call following the incident . ([John Elway’s agent and friend, Jeff Sperbeck, dies after injury at golf resort]
In a heartfelt statement, Elway expressed his profound grief, describing Sperbeck as a “loyal and cherished friend.” He praised Sperbeck’s wisdom, loyalty, and friendship, acknowledging the deep personal and professional bond they shared over the years. Elway highlighted their collaborative ventures, including co-founding the winery 7Cellars and opening restaurants together, which reflected their close partnership beyond the sports industry . ([John Elway’s business partner, former agent dies after golf cart incident]
Sperbeck began representing Elway in 1990 during his tenure with the Denver Broncos and continued to serve as his agent and business partner for over three decades. Throughout his career, Sperbeck represented more than 100 NFL players and was instrumental in managing Elway’s off-field ventures, including restaurants, car dealerships, and their co-founded winery, 7Cellars. He also co-founded Sullivan & Sperbeck, a sports marketing firm that was acquired by Octagon in 2001. Sperbeck directed Octagon’s football division from 2001 to 2009, when he started The NOVO Agency, a sports management firm where he served as CEO and represented dozens of current and retired NFL players and coaches. The agency merged with Rep1 Sports in 2018 . ([Jeff Sperbeck, former agent for John Elway, dies after injury at 62]
The Riverside County Sheriff’s Office is conducting a thorough investigation into the incident, which occurred as Elway, Sperbeck, their wives, and Elway’s son were returning from a party following the Stagecoach music festival. Authorities have stated that there is no indication of negligence on Elway’s part . ([John Elway ‘devastated’ by death of agent Jeff Sperbeck after golf cart tragedy]
Sperbeck is survived by his wife, Cori, and their children Carly, Sam, and Jackson. His family has expressed gratitude for the support received during this difficult time and has requested privacy as they mourn their loss . ([Jeff Sperbeck, former agent for John Elway, dies after injury at 62](
The sports community has been deeply affected by Sperbeck’s passing, remembering him not only for his professional achievements but also for his kindness and dedication to those he worked with. Elway’s tribute underscores the profound impact Sperbeck had on his life, both personally and professionally.
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