Nexar Group

Name

Nexar Group

Legal name

Nexar Group AB (publ)

Website

https://nexargroup.se

Company type

Public

Operating status

Operating

Ownership category

akta.pro rank

Product category

Sports Entertainment Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Independent Artists, Writers, and Performers (71151)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Unscripted/Reality TV Production (Live-Action) (MPADABAC)

akta.pro secondary industry

Creator Talent Management & Representation (MPAAAHAB)

Keywords

• Sports entertainment
• Football scouting
• Talent management
• TV format production
• Player representation

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. TV Format Production & Licensing: Development and production of the FOOTBALL DREAMZ TV talent format for the global TV market. Revenue is generated through TV broadcasting rights, format licensing, and production deals with networks.
2. Player Management & Transfer Fees: Establishing as an important player management company where the combination with FOOTBALL DREAMZ makes the company attractive for young talented players. Revenue generated through player transfer fees, contract commissions, and management services.
3. Commercial Entertainment Formats: Creation and commercialization of entertainment formats for digital television, television and radio. Includes talent shows, reality programming and sports entertainment content.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Nexar Group develops and produces the FOOTBALL DREAMZ TV talent format — a reality show featuring young African football talents competing for professional contracts with European clubs — and operates a football player management agency backed by an international scouting network spanning 13+ African countries and a network of 30+ European clubs. The business combines commercial entertainment format creation (digital TV, television, radio) with player placement and management services.

Product overview

Nexar Group operates as a sports entertainment company with a unified portfolio consisting of two interconnected core offerings: Football Dreamz, a TV reality show talent format positioning the company as a talent identification platform, and Players Management, a football player management agency service. The Football Dreamz format serves as both entertainment content and a pipeline for the player management business, where contestants from African nations can be scouted and potentially signed to professional clubs. The company has created a unique talent format showcased on digital TV, television, and radio, with operations spanning Sweden, Spain, and England.

Differentiator

Problem solved

Functional benefit

Brands

• Football Dreamz: A modern TV reality show in which young selected football talents are given the opportunity to win a professional contract with a European professional club. The world's first global talent hunt for tomorrow's football stars.

Products and services

• Football Dreamz A modern TV reality show talent format produced by Nexar Football AB (a Nexar Group subsidiary) in which young selected football talents from African nations compete over 13 episodes for the opportunity to win a professional contract with a European professional football club. The format features coaching from experienced coaches, well-known hosts, agents, superstar footballers, mentors, and a qualified jury from high-profile clubs. It is broadcast on TV networks globally (e.g., NTA in Nigeria on prime time).
• Players Management Football player management services leveraging the Football Dreamz platform to attract young talented players (mainly from Africa). The service is supported by a scouting network active in over 13 countries cooperating with national football federations, clubs, academies, sport directors, scouts and agents, and an international club network of more than 30 European clubs for player placement and trials.

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• Hammarby IFcoreStrategic or Co-development PartnerHammarby IF signed Loukman Farou Moussa, the winner of Football Dreamz 2021, to a 1-year professional contract. The club's Chief Scout Mikael Hjelmberg served as a jury member during the Football Dreamz final, evaluating player performance and potential.
• Nwankwo KanuflagshipStrategic or Co-development PartnerFormer Nigerian international and Premier League star serves as an experienced coach for Football Dreamz. His involvement adds significant credibility and attracts attention from African talent and international media.
• Real ValladolidcoreStrategic or Co-development PartnerPachu Martinez, A-league Scout for Real Valladolid, served on the Football Dreamz 2021 jury. Club network connection provides European club pathway for talent.
• NTA (Nigerian Television Authority)coreChannel Partner/ Reseller/ DistributorNigeria's largest TV network broadcast Football Dreamz 2021 on prime time, providing major distribution for the format in Africa's largest market and one of the world's biggest football nations.
• African LegendsminorStrategic or Co-development PartnerPartnership referenced through African Legends initiative (aflc.fanzeal.com) - a project related to African football talent development and legacy programs.

Scale indicators7 records

Recent moves1 record

Expansion highlights3 records

Direct peers

• Stellar Group (now ICM Stellar Sports): Football-focused talent agency representing top European players and managers. Closest comparable on the player-management side of Nexar's business, with established relationships at elite European clubs — the same customer base Nexar sells placements to.
• Base Soccer Agency: Football agency focused on placing players in European leagues with active Africa and South America sourcing. Comparable scale and niche positioning to Nexar's Players Management, addressing similar club-customer needs.
• Promoesport Africa: Football talent agency with a strong African-to-European pipeline focus. Highly relevant comparable on the scouting and player placement mechanics that underpin Nexar's Players Management service.

Broad incumbents

• Wasserman: Global sports marketing and talent representation agency covering football, basketball, and Olympic sports. Comparable on the player representation and club-deal intermediation side, though operating at much broader scale across multiple sports.
• Endemol Shine Group (Banijay subsidiary): Major format house behind Deal or No Deal, Black Mirror, and many reality formats. Comparable as an incumbent that could enter or replicate a football-talent reality format using its existing production infrastructure and broadcaster relationships.
• Banijay Group: World's largest independent content producer and international format distributor (Big Brother, Survivor, MasterChef). Most relevant comparable for the reality-TV format production and global licensing business model that Football Dreamz operates in.
• Fremantle: Global entertainment company producing formats like X Factor, Idol, and Got Talent. Direct comparable on the reality talent-show format side, with substantially larger distribution and network relationships that could rapidly outcompete a niche entrant.
• Aspire Academy: Qatar-based elite sports talent development organization operating football academies with structured pathways to European clubs. Comparable on the talent-identification-to-professional-placement pipeline, though at significantly larger scale and infrastructure investment.

Regional players

• Red Bull Football (RB Salzburg / RB Leipzig academy network): Global football talent development and club ownership network with established African scouting and youth academies. Comparable on the talent-pipeline-to-European-clubs side, though operating as an integrated club owner rather than an independent agency or format producer.

Emerging players

• Roc Nation Sports: Sports management arm of Roc Nation representing athletes across multiple sports. Comparable as a celebrity-driven sports management brand that combines content/media reach with player representation — analogous structural model to Nexar's TV-format + management hybrid.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Nexar Group