About BSMG
Badger Sports
Management Group.
Carson Badger
Founder · JD/MBA · Licensed Attorney
I founded Badger Sports Management Group to help athletes turn their potential into a future they can be proud of. Based in Santa Cruz, California, I bring the perspective of a licensed attorney, a JD/MBA, and five years working in professional sports — including four with the San Francisco 49ers before I began practicing law.
Those years taught me that the decisions outside the game can be just as important as the performance within it. Choosing a school, evaluating an opportunity, or planning a career means looking beyond the headline and understanding what truly fits the person behind the athlete.
BSMG is how I give that experience back to the next generation. My approach is personal, prepared, and grounded in your best interests: listen closely, examine the full picture, and help you make informed decisions with confidence. You bring the ambition. Together, we build a thoughtful path forward.
What guides the work
Your best interests. The full picture.
Athlete first. A fiduciary standard.
Doing right by you is the foundation, not a selling point. Fiduciary responsibility means putting your interests first, being transparent about the advice you receive, and treating your future with the care it deserves.
The right school — for all of you.
A school is more than a jersey. We consider the state and location, academics, coaching staff, realistic playing time, and everyday environment together. The right fit should support your development as both an athlete and a person.
Preparation that earns your confidence.
Know the details. Ask the harder questions. Understand the trade-offs. We aim to be the most prepared person in the room, bringing research and perspective to decisions that deserve more than a gut feeling.
A partnership, not a prescription.
This is your career and your life. Carson works alongside you to understand your priorities, weigh the options, and build a plan together. The goal is not to make decisions for you — it is to help you make the right ones for yourself.