The tragic loss of Jeff Sperbeck, a beloved NFL-certified contract advisor and business partner to former NFL star John Elway, has left family and friends heartbroken.
On a quiet Saturday evening in La Quinta, California, 62-year-old Jeff Sperbeck suffered a fatal accident while riding in the back of a golf cart.
He fell, striking his head on the asphalt, and despite being rushed to Desert Regional Medical Center in Palm Springs, he could not be saved.
The incident occurred while John Elway was driving the cart, leaving family, friends, and the sports community in mourning.
Elway immediately called 911, but the tragedy was unavoidable.
Besides being a successful businessman and sports agent, Jeff Sperbeck was a loving husband to his wife, Cori, and a proud father to his three children—Carly, Sam, and Jackson—who were the heart of his world.
Known as the founding partner and CEO of 7Cellars by John Elway, Jeff’s passion for life, family, and his work touched everyone around him.
As we think about his life, we honor his legacy through his children. They reflect his spirit, ambition, and love for life.
Born And Raised In California, Jeff Sperbeck Was A Man Of Determination And Vision
He attended Jesuit High School and later graduated from California Polytechnic State University, San Luis Obispo, with a degree in Business and Marketing.
His career in sports marketing began in 1988 when he joined Pro Asset Management.
A year later, he took a bold step, moving to San Francisco to start his own sports marketing and events company.
His innovative approach and genuine care for his clients earned him respect in the industry.
This culminated in his long-standing partnership with John Elway in sports and their wine venture, 7Cellars.
Beyond his professional achievements, Jeff was a family man.
He was previously married to Anna Morgan, a real estate agent at California Outdoor Properties, with whom he shared his three children.
Though their marriage ended, Jeff remained a dedicated father.
Later, he finds love again with Cori, who brings a son and two daughters from her previous marriage into their blended family.
Together, they built a life filled with love, laughter, and support for their children’s dreams.
Jeff’s children—Carly, Sam, and Jackson—show how much Jeff has influenced them as fathers.
Each has carved their path, reflecting their father’s work ethic, creativity, and passion.
Carly Sperbeck, Jeff’s Eldest Daughter, Has Always Had A Flair For Creativity
She attended Carondelet High School before pursuing her passion for beauty at the Cinta Aveda Institute, where she studied cosmetology.
Carly later graduated from the University of San Francisco, blending her artistic talents with a strong academic foundation.
Since 2014, she has worked as a stylist at Spoke & Weal in San Francisco, where her skills and warm personality have made her a favorite among clients.
Carly’s journey reflects her father’s entrepreneurial spirit.
Just as Jeff built his own company from the ground up, Carly has created a career that allows her to express her individuality and connect with others.
Her dedication to her craft is a quiet tribute to the man who always encouraged her to follow her heart.
Sam Sperbeck, Jeff’s Middle Child, Is A Creative Young Woman Who Values Connection
Sam Sperbeck is a young lady who is passionate about connection and creativity.
She graduated from San Francisco State University in May 2022 with a Bachelor of Arts in Sociology, a field that speaks to her desire to understand and uplift others.
Sam has had a varied professional journey. This shows her ability to adapt and her strong motivation.
Before joining her father’s business, Sam worked as a Domestic Manager and served as a family and personal assistant.
This role honed her organizational skills and deepened her appreciation for meaningful relationships.
Later, she joined 7Cellars by John Elway as a social media marketing intern, where she worked for over two years.
Her contributions helped elevate the brand’s presence, blending her love for storytelling with her father’s legacy in the wine industry.
Sam is an avid photographer outside of work, capturing the world’s beauty through her lens.
Her creative pursuits and commitment to her family’s business reflect the values Jeff established in her—hard work, authenticity, and a love for life’s simple joys.
Jeff’s Youngest Child, Jackson, Mirrors His Father’s Blend Of Business And Sports Passion
Jackson Charles Sperbeck, Jeff’s youngest, has followed a path quite similar to his father’s, combining business acumen with a passion for sports and marketing.
A 2020 graduate of the University of Arizona with a Bachelor of Business Administration, Jackson has built an impressive career in the sports and entertainment industry.
Jackson’s professional journey began in 2017 when he served as an ambassador for the Oakland Raiders, a role he held for four months.
That same year, he interned as a Land Administration Intern at FourPoint Energy, LLC, gaining valuable experience in a fast-paced environment.
After graduating, Jackson worked as an Athlete Marketing Coordinator at The Society LLC for six months before joining Creatitive in Phoenix, Arizona, as an Athlete and Strategic Partnership Coordinator for over a year.
Since May 2022, Jackson has thrived as an Athlete Marketing and Partnerships Manager at Roc Nation, a global entertainment company.
His role allows him to combine his love for sports, strategic thinking, and relationship-building—qualities he undoubtedly inherited from his father.
Jackson’s success is a living tribute to Jeff’s guidance and belief in the power of hard work and perseverance.
The Sudden Loss of Jeff Sperbeck Has Left His Family And Friends Heartbroken.
The sudden death of Jeff Sperbeck has left his family and friends heartbroken. He is survived by his wife, Cori, and his children, Carly, Sam, and Jackson. Jeff’s absence is deeply felt.
His warmth, humor, and continuous support were the foundation of their family, and his memory will live on through the love they share and the lives they lead.
The Sperbeck family has received an outpouring of support from the sports community, friends, and colleagues.
Jeff’s business partner and lifelong friend, John Elway, has expressed his grief and admiration for the man who stood by his side for decades.
Statement from John Elway:
— Adam Schefter (@AdamSchefter) April 30, 2025
“I am absolutely devastated and heartbroken by the passing of my close friend, business partner and agent Jeff Sperbeck. There are no words to truly express the profound sadness I feel with the sudden loss of someone who has meant so much to me. My… pic.twitter.com/idRixJ29Az
Jeff Sperbeck lived fully, whether negotiating contracts, building a wine brand, or cheering on his children.
His legacy is not only in the businesses he created or the deals he brokered but also in the lives he touched, especially those of his children.
Carly’s creativity, Sam’s compassion, and Jackson’s ambition reflect a father who taught them to dream big and love deeply.
Jeff Sperbeck’s kids are his most incredible legacy; his light will continue to shine through them.
In Case You Didn’t Know
- Jeff started a career in the sports marketing and management field.
- In 2015, Sperbeck founded 7Cellars with long-time friend John Elway.
- The Novo Agency merged with Rep1 Sports in 2018, and Sperbeck continued to represent coaches and select players.
