What KIN Partners does

KIN Partners is a London-headquartered, privately-held commercial and talent representation agency operating at the intersection of sport and entertainment. Founded in 2013 by Simon Oliveira, the firm organises its work into six divisions: KIN Commercial (partnerships and brand services), KIN Football (player representation described as one of Europe's fastest-growing player agencies), KIN Basketball (full-service management with marquee NBA clients), KIN Tennis (360-degree management across ATP, WTA, and ITF tours), Next of KIN (a wholly-owned content production arm creating TV and film projects with global icons), and KIN Consulting (advisory for major sports event bidding and delivery, supported by an in-house data insight and analytics team).

The firm serves three primary customer segments: athletes and sports talent seeking comprehensive career and commercial management; brands and corporate sponsors seeking sports partnerships; and sports rights holders and governing bodies requiring consulting support for major event bids. Its go-to-market is direct client engagement through a global office network spanning London, Istanbul, Copenhagen, Paris, Munich, Zagreb, and Dubai. Revenue is generated principally through commission-based talent representation and management services, supplemented by commercial partnership fees and consulting/project-based engagements; pricing is not publicly disclosed and is negotiated on a per-client basis.

Technically, KIN Partners positions itself as a relationship-intensive, people-led professional services firm. Its only disclosed technical capability is the in-house data insight and analytics function that supports the consulting practice. There is no public evidence of proprietary software platforms, APIs, AI/ML products, or patents. The company's principal differentiators are its independence (described as 'neutrally positioned, allowing us to provide impartial advice'), a stated 'quality over quantity' approach to talent management, and a multi-sport, multi-service platform spanning representation, content production, and consulting.

Name

KIN Partners

Legal name

KIN Partners

Website

https://kinpartners.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

KIN Partners is a London-based, privately-held commercial and talent representation agency serving athletes, brands, and sports rights holders across football, basketball, and tennis, with seven international offices and a content production arm.

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 (71141), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410)

akta.pro primary industry

Performers & Specialty Acts Booking (Magicians, Comedians, Circus, Variety) (HSACAHAB)

akta.pro secondary industry

Backstage, Artist & Sports Access (HSACAMAE)

Keywords

• Talent representation services
• Sports commercial partnerships
• Athlete management
• Brand sponsorship consulting
• Sports event consulting

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Talent Representation and Management: Revenue generated from representing athletes and talent, providing 360-degree management services spanning career management, commercial partnerships, and brand development.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

KIN Partners is a commercial and talent representation agency offering services across sport and entertainment. Its core activity is representing elite athletes and talent (in football, basketball and tennis), brokering commercial partnerships between brands and rights holders, producing content with global icons through its Next of KIN production arm, and providing consulting for the bidding and delivery of major sporting events. The firm operates as a unified agency with six specialised divisions serving athletes, brands, and rights holders.

Product overview

KIN Partners is a commercial and talent representation agency operating at the heart of sport and entertainment. The company operates as a unified agency with multiple specialized divisions: KIN Commercial (partnerships and brand services), KIN Football (player agency), KIN Basketball (basketball talent management), KIN Tennis (tennis talent management spanning ATP, WTA, ITF), Next of KIN (TV/film content production), and KIN Consulting (sports event bidding and delivery with in-house analytics). The divisions work collaboratively to serve talent, brands, and rights holders.

Differentiator

Problem solved

Functional benefit

Brands

• Commercial: Sector leading partnerships for world's leading rights holders, athletes and brands.
• Football
• Basketball
• Tennis
• Next of KIN
• Consulting

Products and services

• KIN Commercial Commercial partnership brokerage service that creates sector-leading partnerships for world-leading rights holders, athletes, and brands. Covers five key service areas delivered collaboratively and transparently against client objectives.
• KIN Football Football player representation division designed to help players thrive at every stage of their career. One of Europe's fastest-growing player agencies, providing comprehensive career management for top talents and identifying, nurturing, and supporting the next generation of global stars with a quality-over-quantity focus.
• KIN Basketball Full-service basketball talent management offering delivered by accomplished basketball and sport industry professionals, focused on creating bigger and better opportunities for clients that extend beyond the sport.
• KIN Tennis 360-degree talent management services for tennis players across the ATP, WTA, and ITF tours, leveraging deep experience across the tennis landscape.
• Next of KIN Production arm of KIN Partners that creates critically acclaimed content with global icons across TV and film, with a history of investing in and producing successful releases.
• KIN Consulting Consulting practice specialising in bidding for and delivery of major sporting events, sports and commercial strategies. Supported by an in-house insights and analytics team. Serves host cities, organising committees, governments, and sports governing bodies.

Named customers5 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

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Creative Artists Agency (CAA): CAA is one of the world's largest entertainment and sports talent agencies, representing athletes, entertainers, and brands across multiple disciplines. It is comparable to KIN Partners as a multi-sport, full-service representation competitor with significantly greater scale and global reach.
• Endeavor (WME / IMG): Endeavor operates WME (talent) and IMG (sports) as a global representation and rights conglomerate. It competes directly with KIN Partners across athlete representation, brand partnerships, and sports event consulting, but at vastly greater scale.
• Octagon: Octagon is a global sports marketing agency with athlete representation, event consulting, and brand partnership capabilities. Its service portfolio closely mirrors KIN Partners' Commercial and Consulting divisions.
• ICM Partners: ICM Partners (now part of CAA) was a major talent agency representing artists, athletes, and broadcasters. Its traditional role as an independent representation firm is directly comparable to KIN Partners' positioning before industry consolidation.

Direct peers

• Wasserman: Wasserman is a leading sports marketing and talent management agency representing athletes across football, basketball, tennis, and other sports. It is a direct competitor to KIN Partners' Football, Basketball, and Tennis divisions.
• Excel Sports Management: Excel Sports Management is a sports talent agency representing athletes and broadcasters across golf, tennis, basketball, and football. It directly overlaps with KIN Partners' multi-sport representation model.
• Roc Nation Sports: Roc Nation Sports is a division of Roc Nation focused on athlete representation across multiple sports including football and basketball. It competes directly with KIN Partners for high-profile athlete clients.
• Stellar Group: Stellar Group is a sports management agency specializing in football talent representation. It competes with KIN Partners' Football division for premier-league and European client acquisitions.

Emerging players

• M88 Sports: M88 is a UK-based football talent agency representing professional players across European leagues. It is a direct competitor to KIN Partners' Football division.
• Relevent Sports Partners: Relevent Sports is a sports marketing and consulting firm working with leagues, federations, and brands on commercial strategy and event delivery. It is comparable to KIN Partners' Consulting division.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/kinpartners
• LinkedInlinkedin.com/company/kin-partners
• Instagraminstagram.com/kinpartners

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 KIN Partners