THE·TEAM

IM

IMG

IMG is a global sports marketing agency that works for rights holders, broadcasters and brands across media rights, production, brand partnerships, digital content, consulting, fan growth and event management. It traces its creation to a handshake 65 years ago that it says sparked the sports marketing industry, and it serves more than 200 rights holders, including The R&A (The Open), the All England Lawn Tennis Club (Wimbledon) and Major League Soccer. On February 28, 2025, TKO Group Holdings, Inc., the company behind UFC and WWE, closed its acquisition of IMG from Endeavor Group Holdings.

Sports management, media and events

OC

Octagon

Octagon is a global agency in sports, entertainment and culture, providing athlete and talent representation, marketing, data and public relations for brands, athletes and personalities, with a team of more than 1,000 people worldwide. It was founded in 1983 as Advantage International, with clients including three-time NBA MVP Moses Malone, and in 1993 created Octagon Financial Services, which now oversees more than $1 billion in client assets. Its agency network includes Octagon, FRUKT, Futures Sport & Entertainment and No2ndPlace. Advantage International joined the Interpublic Group in 1997, and Octagon is now part of Omnicom.

Sports marketing and talent representation

AT

Athletes First

ATHLETES FIRST is a full-service sports management firm that has represented elite players, coaches, team personnel and broadcasters since 2001. It is headquartered in Laguna Hills in Southern California, with offices in New York City, Gainesville, Austin and Atlanta. Its agent team includes trained attorneys and negotiators with bachelor's, master's and law degrees.

Sports marketing and advisory services

EL

Elevate

Elevate is a global sports and entertainment agency founded in 2018 that describes itself as award-winning and the growth partner for leading brands, properties and experience-driven businesses. Through one integrated model it says it advises more than 1,000 clients, and what began in sports has grown to serve culture, attractions and other sectors. Elevate began as a collaboration between the San Francisco 49ers and Harris Blitzer Sports & Entertainment (HBSE); its ownership group now also includes Arctos, Velocity Capital and hospitality company Levy. It has named Oak View Group, Live Nation and Ticketmaster as partners.

Sports marketing and advisory services

EX

Excel Sports Management

Excel Sports Management is a sports agency whose stated mission is to be the premier sports agency in the world, using the power of sports to help its clients reach their full potential. It describes itself as nimble, tenacious and entrepreneurial and points to its relationships across the sports industry and beyond. The agency has rebranded Nolan Partners as Excel Search & Advisory, an executive search and advisory business.

Sports marketing and advisory services

GM

GMR Marketing

GMR Marketing is an experience marketing agency that says it makes stories that become lasting memories. It started in 1979 with a concert series for a beer brand, and it claims to have pioneered experience marketing. Today it manages tours, builds brand worlds and creates campaigns that tap into people's passions for music, sports and entertainment.

Sports marketing and advisory services

LE

Legends

Legends is a premium live events company that creates fan experiences for its partners, working across venues and events. It has completed its acquisition of venue management company ASM Global, a combination it says creates the world's preeminent premium live events company; CEO Dan Levy called it the start of the next era of Legends. Investment firm Sixth Street holds a majority stake and leads the Legends partnership group alongside co-founders YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, an affiliate of the Dallas Cowboys.

Sports marketing and advisory services

MK

MKTG

MKTG is a global sports and entertainment marketing agency that aims to help brands move at the speed of today's fans. For more than 20 years it has run fan activations and has planned, created and driven partnerships for some of the world's biggest brands and for up-and-coming brands, using sports, entertainment, culture and community to create marketing experiences for brands and rights holders. MKTG Sports and Entertainment is part of the dentsu Sports International Network.

Sports marketing and advisory services