Unofficial Partner Podcast
UP454 Other People's Money: Why P/E wants to be a football agent
Feb 4, 2025
Joining the conversation is Daniel Geey, Partner at Sheridan Sports Group and author of 'Done Deals.' He dives into the rise of Bruin Capital's As1, an international soccer agency representing over 300 players. The discussion reveals insights into private equity's interest in European football talent and the shifting dynamics in athlete representation. Daniel also highlights the challenges facing smaller agencies, the balance between traditional and modern approaches in sports management, and the growing importance of financial strategies for athletes.
50:50
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Quick takeaways
- The consolidation of player agencies led by Bruin Capital's As1 demonstrates private equity's strategic interest in maximizing profits and operational efficiency in football.
- The evolving role of agents now includes diversified services beyond representation, necessitating innovation to adapt to competitive pressures and changing regulations.
Deep dives
Growth of Soccer Player Agencies
The emergence of Bruin Capital's new international soccer firm, As One, highlights the increasing trend of consolidation in the player agency market. This newly formed agency represents over 300 players, including high-profile names like Bruno Fernandes and Moises Caicedo. The consolidation reflects a strategic move by private equity firms, like Bruin, to create a robust entity that can leverage multiple profit streams while benefiting from economies of scale in the competitive sports landscape. With agencies merging and acquiring others, the focus shifts towards maximizing profit and operational efficiency, in turn reshaping the player representation model in football.
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