You First

What You First does

You First is a global sports and entertainment agency headquartered in Madrid, Spain, founded in 2002 and led by founder and CEO Juan Aísa. The firm operates across three service pillars: Talent representation (athletes in football, basketball and padel, plus legends and Olympians, content creators, celebrities, musicians, gamers and broadcasters), Brand services (data and consulting, creative, content, digital and performance marketing, events and influencer marketing), and Right Holders services (content production and data and insights for sports organizations and leagues). Revenue is generated through agency commissions, retainers, and project-based fees negotiated with talent, brands and rights holders on a per-client basis; pricing is not publicly disclosed.

The company pursues a sales-led, relationship-driven go-to-market, leveraging direct industry connections rather than digital or self-service channels. Since December 2024, You First has operated as a subsidiary of Gersh, a global entertainment agency, which provides expanded geographic reach, financial backing and cross-sell opportunities. The firm has 101-250 employees and maintains a multi-vertical positioning spanning traditional sports, emerging categories like padel and esports, and digital entertainment. No proprietary technology platform, AI/ML capabilities, patents, certifications, or named customer accounts are disclosed in available sources; the value proposition rests primarily on talent relationships, domain expertise across verticals, and the integrated Gersh distribution platform.

Name

You First

Website

https://youfirstsports.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

You First is a Madrid-based global sports and entertainment agency providing talent representation, brand marketing services, and rights-holder commercialization across football, basketball, padel, gaming, music, and content creator verticals, operating as a Gersh subsidiary since December 2024.

Ownership category

akta.pro rank

Product category

Sports & Entertainment Agency Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

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

akta.pro secondary industries

Full-Service Athlete Talent Agencies (Contract Negotiation & Career Management) (MPAKAMAA), Creator Talent Management & Representation (MPAAAHAB), Creator Partnerships & Sponsorship Sales (Brand Partnerships) (MPAAAHAK)

Keywords

• Sports talent representation
• Entertainment agency services
• Brand sports marketing
• Athlete career management
• Rights holder commercialization

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Talent Representation Services: Agency services for talent including footballers, basketball players, padel players, legends, Olympians, content creators, celebrities, musicians, gamers, and broadcasters. Revenue likely generated through commission or retainer arrangements for representation, contract negotiation, and career management.

Go-to-market motion1 record

Distribution channels1 record

Core offering

You First is a global sports and entertainment agency that represents and manages talent (professional athletes across football, basketball, and padel, as well as legends, Olympians, content creators, celebrities, musicians, gamers, and broadcasters) and provides brands and rights holders with marketing, creative, content, digital performance, events, influencer marketing, and data-driven services. Operating from Madrid, Spain, the agency connects talent with commercial opportunities while enabling brands and rights holders to engage sports and entertainment audiences.

Product overview

You First is a global sports and entertainment agency organized around three core service pillars: Talent representation (serving athletes, celebrities, content creators, and entertainment figures across football, basketball, padel, legends & olympians, music, gaming, and broadcasters), Brand services (offering data & consulting, creative, content, digital & performance, events, and influencer marketing solutions), and Right Holders services (providing content and data & insights to drive commercial performance for rights holders). Since December 2024, You First is a Gersh company.

Differentiator

Problem solved

Functional benefit

Products and services

• Talent Representation
• Brand Services

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• CAA (Creative Artists Agency): World's largest entertainment and sports talent agency. Highly comparable to You First in talent representation (athletes, musicians, content creators), with significantly broader scale and an integrated brand consulting arm.
• Endeavor (WME / IMG): Global sports and entertainment conglomerate encompassing WME (talent), IMG (sports rights, events) and UFC. Directly comparable to You First across all three pillars (talent, brands, right holders) at much larger scale.
• United Talent Agency (UTA): Major global talent and entertainment agency with growing sports practice. Comparable to You First in representing athletes, musicians and digital creators, with additional scale and US footprint.
• MKTG (Havas): Global sports and entertainment marketing agency within Havas network offering brand activation, influencer marketing and sponsorship. Comparable to You First's brand services pillar (events, influencer, content).

Direct peers

• Octagon: Global sports marketing agency with deep athlete representation, brand consulting and rights-holder services. Closely comparable to You First's three-pillar model in sports, though with significantly larger headcount and US-centric book.
• Wasserman: Sports marketing and talent management firm representing athletes across football, basketball, action sports and esports. Highly comparable to You First's multi-vertical talent representation plus brand services.
• Roc Nation: Jay-Z-founded agency with sports division representing top athletes (football, basketball, baseball) plus music and entertainment talent. Comparable talent representation and brand partnership business to You First.
• Excel Sports Management: US-based sports agency representing athletes and broadcasters with marketing divisions. Comparable to You First's football, basketball and broadcaster verticals, especially for endorsement-driven mandates.
• Stellar Group: Football-focused sports management and representation agency representing top European footballers and managers. Directly comparable to You First's football talent pillar and broader sports representation.

Regional players

• Gestifute: Jorge Mendes-led Portuguese football agency dominating European football representation. Comparable to You First's football and talent pillars, particularly in Southern European markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/youfirstsports
• Facebookfacebook.com/YouFirstSports
• LinkedInlinkedin.com/company/youfirstsports

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 You First