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.
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De-risking Agency Business
- Consolidating agencies de-risk the inherent instability of the two-year player representation contracts.
- Diversifying revenue streams beyond player commissions, like brokering deals with clubs, enhances stability.
Evolving Agency Role
- Big agencies are evolving beyond player services, incorporating commercial activities and club relationships.
- Clubs, through image rights deals and other partnerships, are also becoming part of the agency landscape.
Competing with Mega-Agencies
- Bespoke services and agility are key to competing with large agencies.
- Cater to unique athlete needs, like social media or entrepreneurial support, beyond standard contract negotiations.
