Athletes First LLC
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.
- Company typePrivate
- Founded2001
- HeadquartersLaguna Hills, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
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.
Athletes First LLC firmographics
Firmographics- 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
Athletes First LLC industry classification
Industry- 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
Where Athletes First LLC is headquartered
LocationHeadquarters
- HQ city
- Laguna Hills
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Athletes First LLC business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- 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.
- 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.
- Events and Properties: The Properties & Events division creates marquee events and hospitality experiences that drive profitability through brand partnerships and ticket/sponsorship revenue.
- 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
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom representation agreements based on client profile and contract value |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Athletes First LLC product offering
Product offeringCore 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
Companies that use Athletes First LLC
Customer profileNamed customers9 records
Segments6 records
Ideal customer profiles4 records
Athletes First LLC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Athletes First LLC partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship and minor.
- Pacific LifeflagshipPacific 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 FoundationminorHoag 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 SportsflagshipAMP 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 FarmminorState 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)minorNHTSA is a brand partner powering The Block event during Big Game Week in San Francisco, participating in hospitality and content activations.
- Gold Links Golf ClubflagshipAthletes 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
Athletes First LLC competitors and assessment
Company assessmentDirect 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
Athletes First LLC social profiles
Digital presenceAthletes First LLC financial estimates
Financial estimateRevenue estimate
Valuation estimate
Athletes First LLC leadership team
Management profileNumber of profiles
Profiles5 records
Athletes First LLC funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Athletes First LLC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Athletes First LLC
What does Athletes First LLC do?
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.
Is Athletes First LLC a public or private company?
Athletes First LLC is a private company. It is classified as private equity controlled and is currently operating.
When was Athletes First LLC founded?
Athletes First LLC was founded in 2001. It employs 51 to 100 people.
Where is Athletes First LLC based?
Athletes First LLC is headquartered in Laguna Hills, United States, in the North America region.
How does Athletes First LLC make money?
Four revenue lines are on record. Athlete Contract Representation is the primary driver. The others are talent Marketing and Endorsements, events and Properties and media Development.
Who are Athletes First LLC's main competitors?
Direct peers on record are Octagon, Roc Nation Sports, Sportstars (Mike McCartney), REP 1 Sports, Vanguard Sports Management, CAA Sports (Excel Sports), Rosenhaus Sports and Klutch Sports Group. Broad incumbents are WME Sports and Steinberg Sports & Entertainment.
Does Athletes First LLC have an API?
No public API is recorded for Athletes First LLC.
What industry is Athletes First LLC in?
Athletes First LLC's product category is Sports Management and Representation. Its primary akta.pro industry code is MPAKAMAA, Full-Service Athlete Talent Agencies (Contract Negotiation & Career Management), with a secondary code of MPAKAMAC, Athlete Marketing, Endorsement & Sponsorship Representation. Its NAICS code is 7114 and its SIC code is 7311.