Athletes First LLC

What Athletes First LLC does

Athletes First LLC is a full-service sports representation and management firm founded in 2001 and headquartered in Laguna Hills, California, with additional offices in New York, Atlanta, Newberry (Florida), and Austin. The firm represents elite NFL players, coaches and front-office personnel, broadcasters and media personalities, and collegiate prospects, claiming representation of 9 of the highest-paid players in NFL history and 140 Pro Bowlers. The business is organized into nine operating divisions — Football Department, A1 Coaches, Broadcasting & New Media, Collegiate Representation, Client Relations, Talent Marketing, Media Development & Sales, Properties & Events, and Creative — providing end-to-end services from contract negotiation and pre-draft preparation through brand building, media content creation with client equity ownership, lifestyle concierge support, and marquee event production such as The Block (Super Bowl week) and the Athletes First Classic.

The firm earns revenue through multiple streams: contract negotiation commissions on player deals (transaction-fee model), talent marketing and endorsement agency fees, media production licensing and royalties from client-owned podcasts and shows, and advertising/sponsorship revenue from owned events and hospitality experiences. Distribution is primarily direct, with experienced agents cultivating elite clients through referrals, industry standing, and event-driven visibility, augmented by media partnerships (notably AMP Sports) and a multi-channel social presence. The firm's value proposition rests on human expertise, negotiation skill, and relationship networks rather than proprietary technology, and it has no disclosed AI/ML, API, or software platform capabilities.

Since February 2023, the company has been majority-owned by MASTRY Ventures and General Catalyst following a recapitalization intended to fund expansion of athlete ownership platforms and enterprise development. Recent strategic activity includes the Gold Links Golf Club representation agreement (September 2025), AMP Sports media partnership for The Block Big Game Week (January 2026), and the Pacific Life Celebrity Classic in Newport Beach (March 2026), signaling continued investment in event IP, media content, and adjacent lifestyle verticals beyond core NFL player representation.

Name

Athletes First LLC

Legal name

Athletes First LLC

Website

https://athletesfirst.net

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Athletes First LLC is a full-service sports representation firm founded in 2001 that represents elite NFL players, coaches, broadcasters, and collegiate prospects across nine divisions including contract negotiation, talent marketing, media development, and proprietary events. Headquartered in Laguna Hills, California, the firm is majority-owned by MASTRY Ventures and General Catalyst.

Ownership category

akta.pro rank

Product category

Sports Management and Representation

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Full-Service Athlete Talent Agencies (Contract Negotiation & Career Management) (MPAKAMAA)

akta.pro secondary industries

Athlete Marketing, Endorsement & Sponsorship Representation (MPAKAMAC), Athlete Brand Management & Public Relations (Image, Media, Crisis) (MPAKAMAD), Athlete & Talent Representation (Agents, Managers) (MPAKAKAA)

Keywords

• Sports representation services
• Athlete contract negotiation
• NFL player management
• Talent marketing endorsements
• Sports media representation

Headquarters

HQ city

Laguna Hills

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure, Others

Revenue model

1. Athlete Contract Representation: The agency earns commissions from negotiating player contracts with NFL teams. Agents with legal backgrounds and negotiation expertise secure record-setting contracts for clients.
2. Talent Marketing and Endorsements: The Talent Marketing division secures marketing partnerships and endorsement deals for clients at local, national, and global levels, generating revenue through agency fees or commission arrangements.
3. Events and Properties: The Properties & Events division creates marquee events and hospitality experiences that drive profitability through brand partnerships and ticket/sponsorship revenue.
4. Media Development: The Media Development & Sales division creates podcasts, shows, and content featuring NFL and NCAA talent, allowing clients to own equity in media properties and generate long-term revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Athletes First is a full-service sports management and representation firm that negotiates playing, coaching, and broadcasting contracts for elite NFL players, coaches, and media personalities. The firm also provides brand-building, talent marketing, media development, events, and lifestyle services to support clients across the lifecycle of their professional and post-playing careers.

Product overview

Athletes First is a full-service sports management and representation firm founded in 2001, offering a multi-department platform for elite athletes, coaches, broadcasters, and collegiate prospects. The core portfolio consists of the Football Department (player representation with 9 highest-paid NFL players and 140 Pro Bowlers), A1 Coaches (NFL and collegiate coaching representation), Broadcasting & New Media (media personality career management), and Collegiate Representation (NFL prospect school selection). Supporting services include Talent Marketing (brand building and partnerships), Media Development & Sales (podcasts and content ownership), Properties & Events (hospitality events like The Block and Pacific Life Celebrity Classic), Client Relations (lifestyle services), and Creative (graphics and digital media production). The company operates as a unified platform where these divisions collaborate to provide comprehensive management across an athlete's career lifecycle.

Differentiator

Problem solved

Functional benefit

Brands

• A1 Football: The football division of Athletes First providing elite representation for football players
• A1 Coaches
• Athletes First Broadcasting & New Media
• Athletes First Collegiate Representation
• Athletes First Client Relations
• Athletes First Talent Marketing
• Athletes First Media Development & Sales
• Athletes First Properties & Events
• Athletes First Creative

Quantifiable outcome

• 9 of the highest-paid players in NFL history negotiated by Athletes First
• +3 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered flagship and minor.

• Pacific LifeflagshipGTM or Marketing Partner · 26 March 2026Pacific Life served as title sponsor of the Celebrity Classic held during Athletes First Celebrity Waiter Night events in Newport Beach, California. The event raised funds for Hoag Hospital Foundation's Boldly Hoag campaign.
• Hoag Hospital FoundationminorOthers · 26 March 2026Hoag Hospital Foundation is the beneficiary of Athletes First Celebrity Waiter Night and Pacific Life Celebrity Classic events. Proceeds support the expansion of care and services for Orange County residents.
• AMP SportsflagshipGTM or Marketing Partner · 22 January 2026AMP Sports, Sinclair's premium sports media brand, joined Athletes First as official media partner for 'The Block' during Big Game Week (February 5-7) in San Francisco. AMP Sports hosts live podcast programming, fan events, meet and greets, and brand activations featuring sports personalities including Landon Donovan, Tim Howard, Vince Carter, Tracy McGrady, and Candace Parker.
• State FarmminorGTM or Marketing Partner · 22 January 2026State Farm is a brand partner powering The Block event during Big Game Week in San Francisco, participating in hospitality and content activations alongside Athletes First athletes.
• NHTSA (National Highway Traffic Safety Administration)minorGTM or Marketing Partner · 22 January 2026NHTSA is a brand partner powering The Block event during Big Game Week in San Francisco, participating in hospitality and content activations.
• Gold Links Golf ClubflagshipStrategic or Co-development Partner · 16 September 2025Athletes First Broadcasting and New Media division signed Gold Links Golf Club, a golf and lifestyle collective inspired by Shady Rest (first Black-owned country club in the US). The partnership aims to leverage Gold Links' growing content and community across multiple platforms for brand partnerships and content opportunities, with Athletes First believing there is 'enormous growth potential' in the collaboration.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Octagon: Octagon is a global sports agency with substantial NFL player and coaching representation, offering similar contract negotiation, marketing, and event services across multiple sports.
• Roc Nation Sports: Jay-Z's Roc Nation Sports represents elite NFL athletes (including many of the same QBs and skill-position players Athletes First targets) with integrated music, media, and brand capabilities.
• Sportstars (Mike McCartney): Sportstars is a sports agency with strong NFL draft and player representation focus, operating in adjacent client segments with similar contract negotiation and marketing services.
• REP 1 Sports: REP 1 Sports (founded by Tank Younger) is an NFL-focused agency with significant representation among offensive linemen and skill-position players, competing in the same client and contract niches.
• Vanguard Sports Management: Vanguard Sports is a sports management firm with NFL representation that competes with Athletes First for player contracts, NIL collegiate clients, and endorsement opportunities.
• CAA Sports (Excel Sports): CAA Sports (including Excel Sports) is the largest NFL player representation firm, directly competing with Athletes First for top draft picks, quarterbacks, and coaching talent with comparable full-service capabilities.
• Rosenhaus Sports: Drew Rosenhaus's long-established firm is one of the most recognized NFL player agencies, directly competing with Athletes First for marquee clients and free-agent negotiations.
• Klutch Sports Group: Founded by Rich Paul, Klutch is a high-profile athlete representation firm with growing NFL presence that competes directly with Athletes First for premium client talent and endorsement deals.

Broad incumbents

• WME Sports: WME Sports is the sports division of global talent agency WME (Endeavor), offering broader multi-sport representation plus deep Hollywood/media integration that Athletes First competes against for clients and endorsement deals.
• Steinberg Sports & Entertainment: Founded by Leigh Steinberg, this agency represents NFL players, coaches, and broadcasters with a similarly broad service portfolio, making it a direct comparable in elite player representation and career management.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AthletesFirst
• Facebookfacebook.com/AthletesFirstAgency
• Instagraminstagram.com/athletesfirst

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Athletes First LLC