You First

What You First does

You First is a Madrid-headquartered global sports and entertainment talent agency founded in 2002 that operates as a platform-plus-specialized-units business serving three primary client constituencies: athletes and entertainers, global brands, and rights-holder organizations. The core agency manages representation across Football, Basketball, Padel, Legends & Olympians, Content Creators, Celebrities, Music, Gaming, and Broadcasters verticals, overseeing a roster of 950–1,000+ athletes and entertainment talents with combined social reach exceeding 200 million followers. Surrounding the core representation business is a portfolio of wholly-owned specialized sub-brands: You First Originals (documentary and OTT content production; won a 2025 International Emmy for Best Sports Documentary), KNOT (YouTube channel management, content protection and monetization across 170+ channels generating 180M annual views), Goodform (fan data analytics and CRM for sports organizations including EFL and Commonwealth Games 2022), Red Burton (video production), The Voice Village (podcasts), and YOU FIRST INSIGHTS (proprietary audience/brand behavior analytics platform). The company also references an AI-driven creative capability developed with Professor Octopus AI_LAB, demonstrated in the IAB Spain Gold-winning "BNET vs BNET" campaign for Oscar Mayer Foods.

You First monetizes through commission-based talent representation, project-based and retainer brand services (data/consulting, creative campaigns, digital marketing, events, influencer), managed services for rights holders (content protection, YouTube monetization, data management), and content production licensing into OTT platforms. Pricing is quote-based with no public tiers disclosed; engagements are multi-year for major brand and rights-holder clients. GTM motion is enterprise field sales to top-tier athletes and Fortune 500 brands, supplemented by proprietary events such as What The Fan (WTF) and an acquisition-led channel expansion model.

In December 2024, You First joined Gersh, the U.S. entertainment agency founded in 1949 (which received a 2023 Crestview Partners equity investment), forming a combined platform of 24 offices across 14 countries with 600+ employees globally; You First CEO and Co-Founder Juan Aísa joined the Gersh board. The company reported €60 million in turnover for FY2022 prior to the Gersh transaction and has since continued acquisitive growth with stakes in German gaming agency MOTHERSHIP (2023), women's football agency BePlayer (February 2025), French football agency NexSt11 (October 2025), and PLG (May 2026). The legal entity is U1st Sports, S.A., registered in Madrid.

Name

You First

Legal name

U1st Sports, S.A.

Website

https://teamyoufirst.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

251–500 employees

Short description

You First is a Madrid-based global sports and entertainment talent agency representing 1,000+ athletes and entertainers across football, basketball, padel, esports, music, and gaming, while also delivering brand marketing, content production, YouTube channel management, and data analytics services to global brands and rights holders as a Gersh company.

Ownership category

akta.pro rank

Product category

Sports Talent Representation

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), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Advertising Agencies (7311), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO), Athlete Booking & Appearance/Speaking Engagement Agencies (MPAKAMAI)

Keywords

• Sports talent representation
• Brand marketing services
• Rights holder management
• Athlete career management
• Sports data analytics

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices22 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Talent Representation & Management: Commission-based representation of athletes and entertainers including contract negotiations, brand partnerships, and career management across football, basketball, padel, esports, music, and gaming verticals
2. Brand Services: Comprehensive marketing services to brands including data & consulting, creative campaigns, digital & performance marketing, events, and influencer marketing. Revenue generated through project fees, retainer contracts, and campaign-based billing
3. Rights Holder Services: Data management, fan insights, content protection, YouTube channel management, and digital marketing services for sports organizations and content creators
4. Content Production: Original documentary and branded content production for TV, OTT platforms, and streaming services. Includes talent-driven documentaries and advertising content

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

You First is a global sports and entertainment agency that represents athletes and entertainers (football, basketball, padel, music, gaming, legends & Olympians), provides integrated brand marketing services to corporations (data & consulting, creative campaigns, digital marketing, events, influencer), and delivers content production, YouTube channel management, and fan-insight data services to sports rights holders. Operating across 24 offices in 14 countries with 600+ employees following its December 2024 integration with Gersh.

Product overview

You First is a global sports and entertainment agency structured as a platform-plus-specialized-units architecture. The core You First agency connects talent, brands, and right holders across multiple verticals (Football, Basketball, Padel, Music, Gaming, Celebrities, Broadcasters, Legends & Olympians). This core is supplemented by a portfolio of specialized sub-brands: You First Originals (documentary and talent-driven content production for TV and OTT); KNOT (YouTube channel management, content protection, and monetization); Goodform (fan insights and data analytics for sports organizations); Red Burton (video production); The Voice Village (podcast production); and YOU FIRST INSIGHTS (brand and audience behavior analytics). Services span talent representation, brand marketing (creative, digital, events, influencer), data & consulting, and rights holder management. From December 2024, You First operates as a Gersh company with 24 offices in 14 countries.

Differentiator

Problem solved

Functional benefit

Brands

• You First Boost: Division focused on enhancing athletes' careers globally, fostering their presence to the highest levels
• YOU FIRST INSIGHTS
• KNOT
• You First Originals
• Red Burton
• The Voice Village
• Goodform
• Tandem

Products and services

• Talent Representation Services
• Brand Services
• Right Holders Services
• You First Originals
• KNOT
• Goodform
• You First Music
• Legends & Olympians
• YOU FIRST INSIGHTS
• Red Burton
• The Voice Village
• What The Fan (WTF)

Quantifiable outcome

• Over 200 million combined social media followers across talent roster
• +4 more outcomes

Named customers44 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

23 partnerships are on record, tiered core and minor.

• NexSt11coreStrategic or Co-development Partner · 6 October 2025You First by Gersh acquired majority stake in NexSt11, French football representation agency founded by former players Stéphane Trévisan and Nicolas Dieuze. This expands You First's presence in France and consolidates global growth strategy in European football with a human, close, and global representation model.
• Universidad CEU San PablominorStrategic or Co-development Partner · 2 October 2025You First participates in Master's in Sports and Entertainment Marketing & Sponsorship program at Universidad CEU San Pablo. Hugo Pazos de Provens from KNOT serves as opening professor, with Txema Carvajal Gil from You First serving as program coordinator.
• YOUBEFYcoreStrategic or Co-development Partner · 14 August 2025You First by Gersh joined YOUBEFY program that promotes training and employability of high-level athletes in their transition to professional life. You First contributes experience in sports management, communication, leadership, and personal branding to help athletes prepare for post-competition careers.
• BePlayercoreStrategic or Co-development Partner · 24 February 2025You First acquired BePlayer, a women's football agency. This strategic move expands You First's influence in sports marketing and athlete management, particularly focusing on female sports talents and integrating innovative marketing solutions.
• MOTHERSHIP (Mothership Talents)coreStrategic or Co-development Partner · 26 October 2023You First invested in German agency Mothership, a leading digital marketing agency specializing in video games marketing, digital entertainment, and talent management. Founded in 2013 by Christian Hofbauer and Stefan Hinz, Mothership has offices in Cologne, Berlin, and Munich with over 20 professionals. They have worked with over 50 companies including Riot Games, Epic Games, and Electronic Arts.
• Formula 1coreGTM or Marketing PartnerYou First delivers fan research for Formula 1, one of the world's premier motorsport organizations, providing data and insights services.
• EFL (English Football League)coreGTM or Marketing PartnerYou First has been retained eCRM & Data agency for EFL since 2015, providing data insights across 72 clubs and digital marketing services for iFollow OTT platform.
• Commonwealth Games 2022coreGTM or Marketing PartnerYou First served as official Data & Insight agency for Commonwealth Games 2022, growing database from zero, analyzing audience, and delivering digital marketing campaigns for engagement and ticket sales.
• RFEF (Royal Spanish Football Federation)coreGTM or Marketing PartnerKNOT (You First subsidiary) provides content protection and YouTube channel management services for RFEF properties including Copa del Rey and Supercopa de España since 2021.
• Lucha Libre AAA WorldwideminorGTM or Marketing PartnerKNOT provides comprehensive YouTube channel management and content creation services for Lucha Libre AAA Worldwide, Mexico's major professional wrestling promotion.
• La Roche-PosayminorGTM or Marketing PartnerYou First provided consulting for La Roche-Posay's RFEF sponsorship inclusion in sports strategy, including negotiation and onsite presence.
• Wrexham FCminorGTM or Marketing PartnerYou First collaborates with Wrexham FC on data-driven marketing campaigns leveraging sports and entertainment connection.
• SamsungcoreGTM or Marketing PartnerYou First works with Samsung on innovative marketing campaigns including music festival activations and brand development projects.
• StarbuckscoreGTM or Marketing PartnerYou First developed Starbucks' Christmas advertising campaigns in 2022 and 2023, featuring talents like Jaime Lorente and Anna Castillo across YouTube, Instagram, and TikTok.
• PepsiCocoreGTM or Marketing PartnerAlexia Putellas as You First talent serves as PepsiCo ambassador, representing strong sports marketing partnership in the beverage industry.
• OakleycoreGTM or Marketing PartnerAlexia Putellas as You First talent serves as Oakley ambassador with Masseter Signature Series collaboration, showcasing eyewear brand partnership.
• Oscar Mayer FoodscoreGTM or Marketing PartnerYou First developed 'BNET vs BNET' AI-driven creative project for Oscar Mayer Foods in collaboration with Professor Octopus AI_LAB, winning IAB Spain Gold award.
• IberdrolacoreGTM or Marketing PartnerIberdrola sponsors You First Originals documentaries including Ona Carbonell documentary and football content projects.
• CupraminorGTM or Marketing PartnerCupra sponsored Alexia Putellas documentary premiere as part of You First Originals content production.
• LayscoreGTM or Marketing PartnerAlexia Putellas as You First talent featured in Lays advertising campaign, showcasing women's sports marketing initiative.
• NFLminorGTM or Marketing PartnerYou First manages NFL content for 32 football clubs in Europe and Latin America, providing comprehensive YouTube channel management.
• KNOTcoreTechnology or IntegrationKNOT provides YouTube channel strategy, management, audience growth, protection and monetization services as You First subsidiary.
• You First OriginalscoreTechnology or IntegrationYou First Originals is the production label of You First specializing in talent-driven content, having launched titles on Rakuten TV, HBO Max, and Amazon Prime Video.

Scale indicators12 records

Direct peers

• Roc Nation Sports: Sports management division of Roc Nation representing elite athletes across NBA, MLB, NFL, and soccer. Comparable in talent representation model and brand partnership services.
• Octagon: Global sports marketing agency (part of IPG Mediabrands) representing athletes and providing brand consulting, sponsorship, and content services. Directly comparable in athlete representation and brand activation capabilities.
• Creative Artists Agency (CAA): World's largest talent and sports agency with CAA Sports division representing elite athletes across basketball, football, baseball, and soccer. Directly comparable in offering talent representation, brand partnerships, and marketing services to global brands and rights holders.
• United Talent Agency (UTA): Major global talent agency with growing sports division representing athletes, entertainers, and content creators. Comparable in cross-vertical talent representation and brand partnership services, especially post-Gersh deal context.
• Paradigm Talent Agency: Independent talent and literary agency with representation across entertainment, sports, and brand partnerships. Comparable in talent representation services and selective brand consultancy offerings.
• Excel Sports Management: US sports agency focused on basketball, baseball, golf, and football talent representation plus marketing. Recent valuation near $1B (Goldman Sachs majority deal per source) makes it the most direct revenue-scale comparable to You First.
• Wasserman: Global sports, music, and entertainment agency offering athlete representation, brand consulting, and content services. Directly comparable in client mix and service breadth across athletes, brands, and rights holders.

Broad incumbents

• Endeavor (WME): Global sports and entertainment conglomerate owning WME, IMG, and UFC (now TKO Group Holdings). Competes in sports representation, brand partnerships, and content production at significantly greater scale.
• IMG: Global sports and entertainment agency (part of TKO Group Holdings) offering talent representation, brand licensing, events, and media rights. Overlaps with You First's brand services and rights holder offerings.

Regional players

• Gestifute: Portugal-based football agency led by Jorge Mendes, one of the largest football representation firms globally. Comparable in core football talent representation though focused on a single sport and primarily European markets.

Market position

Strengths5 records

Weaknesses5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/you-first-agency
• Xx.com/TeamYouFirst

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about You First