ESM

What ESM does

ESM (Everett Sports Marketing), founded in 2005 and headquartered in Greenville, SC, is a private athlete and influence agency that operates across the full arc of an athlete's commercial value—from collegiate NIL representation through the NFL. The firm delivers four integrated service lines: NIL Representation for collegiate athletes, Revenue Share Negotiations with athletic collectives, Brand Representation connecting corporate clients with athlete and influencer talent, and NFL Representation for professional players. Its competitive approach is built on a relationship-driven, data-informed matching methodology that pairs elite athletes (e.g., Jalen Hurts, Travis Kelce, Carson Beck, Jaxson Dart, Brock Bowers) with brand partners across consumer categories including nutrition, QSR, apparel, financial services, and entertainment (e.g., Paramount Plus, Beats by Dre, Under Armour, Hugo Boss, Hyatt Hotels, ZOA Energy, Uber, Gillette).

The firm's business model is commission- and fee-based, deriving revenue from athlete representation agreements, brand partnership facilitation, and licensing-style arrangements; pricing is quote-based and negotiated per deal, with disclosed multi-year agreements (e.g., a three-year Under Armour arrangement with the Cavinder Twins) and six-figure deal precedents (Jaxson Dart x C Spire). Distribution is direct sales: ESM acquires athletes through reputational pull, record-setting deal precedent, and proactive outreach to collegiate talent, while brands are engaged through consultative enterprise sales supported by case-study content on the company website. The agency's marketing relies on social channels (Instagram, X, LinkedIn), earned media in Sports Business Journal, Business Insider, and On3, and a portfolio-oriented web presence.

The operating footprint is concentrated in the United States with a single Greenville, SC headquarters. The firm has built a relationship network spanning 25+ named brand partners and elite athletes across football, basketball, and tennis, with the talent roster serving as the principal asset underlying deal flow. Recognition includes Sports Business Journal Power Players (2023), Business Insider Top Managers & Agents – Media & Entertainment (2023), and On3 NIL industry acknowledgment.

Name

ESM

Legal name

Everett Sports Marketing

Website

https://thisisesm.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

ESM (Everett Sports Marketing) is a Greenville, SC-based athlete and influence agency representing elite NFL players and top collegiate NIL talent, connecting them with consumer brands for endorsements, sponsorships, and revenue-share deals.

Ownership category

akta.pro rank

Product category

Athlete Representation and Sports Marketing Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Athlete & Talent Representation (Agents, Managers) (MPAKAKAA)

Keywords

• Athlete representation services
• NIL marketing agency
• Sports marketing management
• Brand partnership facilitation
• Revenue share negotiations

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. NIL Representation Services: ESM earns revenue through commission-based representation of collegiate athletes for Name, Image, and Likeness deals. They secure brand partnerships, endorsement deals, and revenue share agreements on behalf of athletes.
2. Brand Partnership Facilitation: ESM connects brands with athletes for marketing campaigns, content creation, and brand integrations. Revenue derived from facilitating these partnerships between corporate clients and athlete talent.
3. Revenue Share Negotiations: ESM provides specialized negotiation services for revenue sharing deals with athletic collectives, maximizing athlete compensation through strategic market analysis.
4. NFL Player Representation: ESM represents high-profile NFL athletes for brand partnerships, community engagement, and marketing strategies beyond traditional endorsements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

ESM (Everett Sports Marketing) is an athlete representation and sports marketing agency that secures and manages Name, Image, and Likeness (NIL) deals, revenue share agreements, brand endorsements, and professional marketing partnerships on behalf of elite collegiate and NFL athletes. It also serves corporate brand clients by sourcing athlete talent and executing end-to-end sports marketing campaigns.

Product overview

ESM is a sports marketing and athlete representation agency offering four integrated core services: NIL Representation, Revenue Share Negotiations, Brand Representation, and NFL Representation. These services work together to connect elite athletes with brands, negotiate lucrative deals, and build lasting athletic brands—from collegiate athletes leveraging NIL rights through professional NFL careers. The agency serves both athlete clients seeking to maximize their market value and brand clients seeking strategic sports marketing partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• NIL Representation

Quantifiable outcome

• Carson Beck became the highest paid collegiate athlete ever under ESM representation
• +2 more outcomes

Named customers22 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

27 partnerships are on record, tiered flagship, core and minor.

• Paramount PlusflagshipGTM or Marketing PartnerJalen Hurts starred in Paramount Plus's 'Mountaintop' commercial featuring iconic franchises like Halo. The collaboration connects Hurts' rising popularity with Paramount's expansive entertainment portfolio, blending sports with entertainment and amplifying his brand visibility.
• ExperiancoreGTM or Marketing PartnerExperian tapped ESM to secure Travis Kelce for their campaign promoting the Experian Smart Money Digital Checking Account, aligning Kelce's influence with Experian's financial empowerment message.
• YouTube TVcoreGTM or Marketing PartnerYouTube TV partnered with ESM client D'Andre Swift for NFL Sunday Ticket campaign, using his star power to promote the excitement and accessibility of game day.
• GillettecoreGTM or Marketing PartnerGillette Labs partnered with Patriots QB Mac Jones for the 'Look Sharp. Play Sharp.' campaign, highlighting his performance and the brand's grooming innovation.
• SmashburgerminorGTM or Marketing PartnerSmashburger partnered with ESM client Javonte Williams to promote their new wings, combining his on-field energy with their flavorful offerings to engage sports fans.
• OrgaincoreGTM or Marketing PartnerLas Vegas Raiders TE Brock Bowers partners with Orgain, promoting clean, high-quality nutrition to fuel peak performance on and off the field.
• ChipotleflagshipGTM or Marketing PartnerChipotle partnered with ESM client Brock Bowers to launch the 'Brock Bowers Bowl,' combining his success with the brand's focus on fueling athletes and engaging fans.
• TCLcoreGTM or Marketing PartnerTCL teamed up with Ladd McConkey to promote their home entertainment products, aligning his on-field success with cutting-edge technology for sports fans.
• Seoul JuiceminorGTM or Marketing PartnerSam Howell partnered with Seoul Juice in an equity deal, promoting natural hydration and aligning his commitment to health with the brand's focus on clean, effective products for athletes.
• Six Star Pro NutritioncoreGTM or Marketing PartnerSix Star Pro Nutrition partnered with ESM client Xavier Legette as part of their athlete ambassador program, promoting elite performance and top-quality nutrition products.
• MET-RxcoreGTM or Marketing PartnerMET-Rx partnered with ESM client Brock Bowers to power his performance, aligning their brand with his dedication to peak athleticism and enhancing visibility.
• Beats by DreflagshipGTM or Marketing PartnerBeats by Dre selected ESM client Carson Beck for the 2024 Beats Elite NIL program, showcasing their excellence and aligning them with the iconic brand.
• Airstar Private AviationflagshipGTM or Marketing PartnerESM secured a major NIL partnership for Georgia QB Carson Beck with Airstar private jet company, aligning his athletic brand with luxury travel and elevating his profile.
• Nicholas AirflagshipGTM or Marketing PartnerJaxson Dart secured a first-of-its-kind NIL deal with Nicholas Air, a private jet company, marking a groundbreaking partnership connecting his rising football career with luxury travel.
• C SpirecoreGTM or Marketing PartnerC Spire partnered with Jaxson Dart in a six-figure NIL deal, showcasing commitment to supporting local athletes and connecting athletic talent with the brand's services.
• Dick's Sporting GoodscoreGTM or Marketing PartnerJaxson Dart teamed up with Dick's Sporting Goods in a new NIL deal, promoting athletic excellence and the brand's commitment to top-quality sports gear.
• Hugo BossflagshipGTM or Marketing PartnerHugo Boss partnered with Xavier Legette to promote their new underwear line, combining style, performance, and his athletic appeal.
• New EracoreGTM or Marketing PartnerNew Era partnered with Xavier Legette to promote their official NFL sideline gear, highlighting his on-field style and the brand's commitment to premium sports apparel.
• Dr Teal'scoreGTM or Marketing PartnerDr Teal's partnered with Marvin Harrison Jr. to promote athletic recovery, aligning their products with his commitment to peak performance on and off the field.
• Raising Cane'scoreGTM or Marketing PartnerDylan Sampson partners with Raising Cane's in an NIL deal to highlight its role as essential fuel for athletes and fans during college football playoffs.
• Hyatt HotelsflagshipGTM or Marketing PartnerIn a first-of-its-kind NIL partnership, ESM helped Jalin Hyatt team up with Hyatt Hotels, featuring exclusive hotel experiences, content creation, and branding opportunities.
• Priority One SecurityminorGTM or Marketing PartnerPriority One Security partnered with Clemson WR Tyler Brown, highlighting his reliability and promoting comprehensive security solutions to sports fans.
• UbercoreGTM or Marketing PartnerOscar Delp partnered with Uber to promote Uber One for Students, offering delivery discounts, cash back on rides, and exclusive savings.
• The Dairy AlliancecoreGTM or Marketing PartnerThe Dairy Alliance partnered with ESM and Carson Beck, Nico Iamaleava, and Brock Vandagriff for the 'Milk's Got Game' campaign, promoting dairy milk's hydration and recovery benefits.
• Under ArmourflagshipGTM or Marketing PartnerUnder Armour partnered with the Cavinder Twins (Haley and Hanna) in a 3-year deal, tapping their athleticism and social media influence to boost brand visibility and empower female athletes.
• FILAflagshipGTM or Marketing PartnerFILA partnered with tennis star Anna Frey in its first-ever NIL deal, aligning her athletic rise with the brand's commitment to performance and style.
• ZOA EnergyflagshipStrategic or Co-development PartnerZOA Energy launched 'The Rock's Warriors,' an annual NIL program featuring top athletes selected by Dwayne 'The Rock' Johnson. ESM served as the leader in NIL talent procurement for this campaign celebrating strength and excellence.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Octagon: Octagon is a global athlete representation and sports marketing agency that manages NFL, college, and Olympic athletes, sells sponsorships, and runs brand activation campaigns — directly comparable to ESM's athlete-representation-plus-brand-partnership model.
• Excel Sports Management: Excel Sports Management is an athlete representation agency focused on golf, baseball, football, and basketball talent with marketing and endorsement services — directly comparable as a boutique-to-mid-market athlete marketing firm competing for similar client segments.
• Athletes First: Athletes First is one of the largest NFL player representation agencies and a division of Independent Sports & Entertainment, providing marketing, brand partnerships, and career management — a direct competitor in the NFL athlete representation niche.
• Independent Sports & Entertainment (ISE): ISE is a holistic athlete management agency representing NFL, NBA, and collegiate athletes across marketing, content, and post-career planning — directly comparable to ESM's athlete management-plus-brand model.

Emerging players

• Roc Nation Sports: Roc Nation Sports is Jay-Z's athlete representation arm that signed several top NFL and college athletes for NIL and marketing deals — comparable as an emerging player aggressively signing elite collegiate talent in the same NIL space.
• Klutch Sports Group: Klutch Sports Group is a sports agency representing elite NBA, NFL, and college athletes for marketing and playing contracts, backed by United Talent Agency — an emerging player expanding aggressively into the same elite-athlete representation space as ESM.

Broad incumbents

• Wasserman: Wasserman is a large, diversified sports marketing and talent management agency operating across athlete representation, sponsorships, and consulting — a broad incumbent whose sports marketing division overlaps with ESM's brand-athlete matchmaking services.
• Creative Artists Agency (CAA): CAA is a global entertainment and sports talent agency with a sports division (now part of TKO Group) representing NFL players, college athletes, and Olympians — a broad incumbent competitor in athlete marketing and NIL.
• Playfly Sports: Playfly Sports is a sports marketing and media company operating athlete endorsements, sponsorship sales, and NIL programs through its subsidiaries — a broad incumbent running athlete endorsement and college property programs analogous to ESM's brand-side offerings.

Others

• On3: On3 is a NIL-focused media, data, and valuation platform covering college athlete deal tracking and rankings — an industry-adjacent player referenced repeatedly by ESM whose NIL valuation tools closely intersect with ESM's market-analysis capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/thisisesm
• LinkedInlinkedin.com/company/everett-sports-marketing
• Instagraminstagram.com/this.is.esm

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 ESM