December 5 – US-based private equity investor Bruin Capital, backed by one of its main investors TCJ, has bought three player agencies, merging them into a group reportedly valued at €310 million.
Nomi Sports, Positionumber, and Promoesport have all been acquired with a deal for a fourth agency, Football Division Worldwide, close to closing.
Together the companies represent more than 300 players and coaches from 35 countries including Liverpool’s Luis Díaz, Manchester United midfielder Bruno Fernandes and Chelsea’s record signing Moses Caicedo. They also represent Man Utd’s new head coach Ruben Amorim.
The four merged companies will be based in London and trade as AS1, wich will be part of Legion Sports, a new holding company created by TJC.
“The industry is evolving in our new creator economy where every athlete can become a global brand or enterprise, and that’s how we are going to approach things from the very beginning,” said Bruin founder and CEO George Pyne (pictured), who will also chair the new agency. “Given our background, network, and track record, we believe this new platform can become something special.”
Ignacio Aguillo will be AS1’s CEO. He started his career in investment banking before moving into the sports business with terms including Atletico Madrid and the World Padel Tour, as well as being the founder and CEO of Kaizen Gaming.
FIFA’s Clearing House identified agents as earning $888 million in 2023 from international transfers.
Bruin Capital has built a portfolio of sports investments with a focus around sports data and technology including Fair Play Sports (formerly Oddschecker), SGL and TGI.
The firm has also invested in documentary maker Box-to-Box Films while recently exited advertising and marketing agency Two Circles.
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