Courtesy of Crestview Ex-banker Mark Patricof gets pro athletes to bet on private equity over flashy tech startups. Three years in, his firm already has a big win with an $800 million exit for Cholula Hot Sauce. Mark Patricof told Insider how he got an A-list roster that is a money manager's dream. One of Mark Patricof's favorite parts of introducing professional athletes to the world of private equity is watching finance titans get starstruck when meeting stars. "It's fun to see partners at KKR and Silver Lake and Carlyle interacting with Todd Gurley," Patricof said, referring to the star running back. "You watch for the first 15 minutes how nervous and shy these PE guys are, and it takes a while to ease into the conversations."