Sportstars

What Sportstars does

Sportstars is a privately-held, full-service athlete management firm founded in 1984 that represents NFL players across contract negotiation, marketing, endorsements, public relations, medical resources, and post-career planning. The firm is headquartered at 1370 Avenue of the Americas in New York City, with satellite offices in Phoenix and Miami to serve clients across the Northeast, Southwest, and Southeast United States. Its disclosed client roster spans at least 16 active NFL players across 14+ franchises, including players with the Washington Commanders, Jacksonville Jaguars, Cleveland Browns, Kansas City Chiefs, Detroit Lions, Cincinnati Bengals, Indianapolis Colts, New England Patriots, San Francisco 49ers, Philadelphia Eagles, New York Giants, and Minnesota Vikings.

The firm's service portfolio is organized into three layers: core NFL Services (pre-draft training and promotion, contract negotiation, marketing and media management, endorsements and PR, medical resources), Additional Services (personal support, community relations, specialized training, VIP concierge, post-career planning, and Name, Image & Likeness), and Outside Services (wealth management, tax planning, legal services, insurance, real estate). The team is composed of trained attorneys, CPAs, and labor relations experts with degrees from NYU, Notre Dame, Cornell, Columbia, Fordham, Penn State, University of Florida, University of Miami, and other institutions. No proprietary technology platform is disclosed; the firm operates as a traditional professional services business rather than a software product.

Sportstars generates revenue through commissions on player contracts and endorsement deals negotiated on behalf of its athlete clients, a transaction-fee model typical of sports agencies. The firm maintains marketing partnerships with major consumer and enterprise brands — Nike, Toyota, Microsoft, USAA, Verizon, Procter & Gamble, Intuit, Carhartt, Little Caesars, FireHouse Subs, Uber Eats, and Truist Financial — which serve as a channel for endorsement placement. Go-to-market is sales-led and relationship-driven, relying on direct outreach, personal networks, and an active presence on LinkedIn, Facebook, Instagram, and X. The company is privately held with no disclosed institutional investment, no parent company, and no publicly disclosed revenue.

Name

Sportstars

Legal name

Sportstars

Website

https://sportstarsnyc.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Sportstars is a privately-held NFL athlete management firm founded in 1984 that represents professional football players across contract negotiation, endorsements, marketing, and full career-lifecycle services, operating from New York City with offices in Phoenix and Miami.

Ownership category

akta.pro rank

Product category

Sports Athlete Representation

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Sports Teams and Clubs (711211)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Athlete Legal & Contract Advisory (Sports Law, Arbitration, Disputes) (MPAKAMAF), Athlete Financial Management & Wealth Advisory (Tax, Accounting, Investment) (MPAKAMAG), Athlete Brand Management & Public Relations (Image, Media, Crisis) (MPAKAMAD), Athlete & Talent Representation (Agents, Managers) (MPAKAKAA)

Keywords

• Athlete representation services
• NFL contract negotiation
• Sports marketing endorsements
• NFL player management
• Professional sports agency

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Athlete Representation Commissions: Sportstars generates revenue through commissions from representing NFL players in contract negotiations. As a sports agency, they earn a percentage of player contracts secured. The firm also likely earns commissions on endorsement deals negotiated for athletes.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Sportstars is a full-service athlete management firm that has represented NFL players for over 40 years, providing contract negotiation, pre-draft training and promotion, marketing and media management, endorsement placement, public relations, medical resources, post-career planning, and ancillary services such as wealth management, tax planning, legal services, insurance, and real estate guidance. Revenue is generated via commissions on player contracts and endorsement deals negotiated on behalf of clients.

Product overview

Sportstars is a full-service athlete management firm representing NFL players, offering a comprehensive suite of services organized into three categories: NFL Services (core offerings including contract negotiation, marketing, endorsements, medical resources, and pre-draft training), Additional Services (personal support, community relations, specialized training, VIP concierge, post-career planning, and NIL), and Outside Services (wealth management, tax planning, legal services, insurance, and real estate). The firm is not a technology platform but rather a traditional sports agency providing integrated athlete representation and management.

Differentiator

Problem solved

Functional benefit

Products and services

• NFL Services Bundle Core service bundle for NFL players that includes pre-draft training and promotion, contract negotiation, marketing and media management, endorsement placement, public relations, and access to medical resources. Designed for professional football players seeking full-service representation.
• Pre-Draft Training & Promotion
• Contract Negotiation Aggressive, data-driven negotiation services that secure dollars, incentives, and contractual protections for NFL player contracts.
• Marketing & Media Management Professional brand building and full digital and media management services for NFL athletes.
• Endorsements & Public Relations Top-tier endorsement placement and PR support to elevate athlete reputation and long-term earning power.
• Medical Resources Access to trusted medical specialists and recovery programs intended to protect athlete health and extend career longevity.
• Personal Support Services Hands-on support for athletes and their families, managing day-to-day needs on and off the field.
• Community Relations Strategic community and charitable initiatives designed to build public impact and strengthen athlete public presence.
• Specialized Training Customized programs to elevate athletic performance, address weaknesses, and prepare athletes for every career stage.
• Supplementary VIP Services White-glove concierge support including travel, security, and lifestyle management for high-profile clients.
• Post-Career Planning Career transition planning focused on long-term opportunity, purpose, and financial stability for athletes after football.
• Name, Image & Likeness (NIL) Services Services that help high school and college athletes navigate the NIL landscape to maximize earnings potential.
• Wealth Management Financial planning and investment strategies built for long-term growth and security for athletes.
• Tax Planning Proactive tax strategies designed to minimize tax exposure and maximize earnings across all athlete income sources.
• Legal Services Trusted legal counsel covering contracts, compliance, and personal legal matters for represented athletes.
• Insurance Customized insurance coverage solutions to protect athlete income, health, and financial security.
• Real Estate Services Expert guidance for buying, investing, and managing real estate on behalf of represented athletes.

Named customers7 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• NikecoreGTM or Marketing PartnerNike logo appears in Marketing Partners section. As a major sports apparel brand, Nike likely provides endorsement opportunities and brand partnerships for Sportstars' NFL athlete clients.
• ToyotacoreGTM or Marketing PartnerToyota logo appears in Marketing Partners section. Likely provides endorsement and sponsorship opportunities for represented athletes.
• MicrosoftminorGTM or Marketing PartnerMicrosoft logo appears in Marketing Partners section. May provide technology and partnership opportunities for athletes.
• USAAminorGTM or Marketing PartnerUSAA logo appears in Marketing Partners section. As a financial services company focused on military members and their families, may provide endorsement opportunities.
• VerizonminorGTM or Marketing PartnerVerizon logo appears in Marketing Partners section. Telecommunications company that may provide endorsement deals for athletes.
• Procter & Gamble (PG)minorGTM or Marketing PartnerProcter & Gamble logo appears in Marketing Partners section. Major consumer goods company providing potential endorsement opportunities.
• IntuitminorGTM or Marketing PartnerIntuit logo appears in Marketing Partners section. May provide financial technology services and partnership opportunities.
• CarharttminorGTM or Marketing PartnerCarhartt logo appears in Marketing Partners section. Workwear brand that may provide endorsement opportunities for athletes.
• Little CaesarsminorGTM or Marketing PartnerLittle Caesars logo appears in Marketing Partners section. Fast food chain providing potential endorsement and sponsorship opportunities.
• FireHouse SubsminorGTM or Marketing PartnerFireHouse Subs logo appears in Marketing Partners section. Restaurant chain that may provide sponsorship opportunities.
• Uber EatsminorGTM or Marketing PartnerUber Eats logo appears in Marketing Partners section. Food delivery platform that may provide endorsement opportunities.
• Truist FinancialminorGTM or Marketing PartnerTruist Financial logo appears in Marketing Partners section. Financial services company that may provide endorsement and partnership opportunities.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Excel Sports Management: An athlete representation agency founded by Mark Steinberg that represents a deep NFL client roster, very directly comparable to Sportstars across contract negotiation, marketing, and career management services for football players.
• Athletes First: A Laguna Hills-based NFL-focused agency led by David Dunn, one of the largest NFLPA-certified player representation firms; it overlaps with Sportstars on every core service line from contract negotiation to marketing.
• Roc Nation Sports: Jay-Z's athlete management division that represents prominent NFL players across contract negotiation and endorsements; operates a full-service model near-identical to Sportstars with celebrity-driven brand power.
• Rep 1 Sports: An NFL-focused agent agency working with players across multiple teams; comparable to Sportstars in size and service scope as a contract-negotiation-first player rep firm.

Broad incumbents

• Creative Artists Agency (CAA Sports): A global entertainment and sports powerhouse with a sizable NFL representation practice; competes with Sportstars for the same marquee players but offers a much broader marketing and media platform across entertainment clients.
• Wasserman: A major athlete representation and sports marketing firm with a longstanding NFL player practice; overlaps with Sportstars on contract negotiation and endorsements but operates a much broader multi-sport marketing business.
• Octagon: A global sports agency with athlete representation, consulting, and event services; provides NFL player representation alongside significantly broader marketing and sponsorship offerings than Sportstars' NFL-only focus.
• Klutch Sports Group: A high-profile sports agency best known for basketball representation that has expanded into football and other sports; overlaps with Sportstars at the contract negotiation and brand building layer but anchored in a much larger overall agency platform.

Emerging players

• Apex Athlete Management: A smaller-scale athlete management firm focused on NFL representation; comparable to Sportstars in service mix and client base but with a thinner brand and shorter track record.
• Range Sports: A newer NFL-focused agency built around a data-driven representation approach; directly comparable to Sportstars at the contract negotiation layer but leaning more heavily on analytics and technology infrastructure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sportstarsnyc
• Instagraminstagram.com/sportstarsnyc

Revenue estimate

Valuation estimate

Number of profiles

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 Sportstars