People in Sport

What People in Sport does

People in Sport Aps is a privately held Danish sports talent agency headquartered in Silkeborg, Denmark, founded in 2000 by Mads Winther and Michael Stensgaard. Following the February 2026 sale of its football talent representation division to Wasserman, the company now concentrates exclusively on handball — operating men's and women's divisions with roughly 14 specialists who are predominantly former elite players, coaches, and sports directors. The agency offers contract negotiation, commercial development, legal and financial advice, media handling, education support, and post-career planning for professional handball athletes, anchored by a 'business with a human touch' philosophy and multi-year career planning that often begins when players are young talents.

The firm's revenue model is a commission on player contract salaries, with young prospects served free of charge until they secure their first professional contract, effectively cross-subsidized by established players. Agents work autonomously across an international footprint that includes wholly-owned subsidiaries such as People In Sport France and on-the-ground representation in Germany, Norway, Sweden and other overseas markets. Distribution is relationship-driven: agents cultivate club and commercial networks directly, complemented by a multi-language website (Danish, English, German, French) and organic social channels (LinkedIn, Facebook, Instagram). The company is governed by a five-partner ownership group and has no disclosed external institutional capital.

Name

People in Sport

Legal name

People in Sport Aps

Website

https://peopleinsport.eu

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

People in Sport is a Danish sports talent agency that exclusively represents professional handball athletes (men's and women's) via contract negotiation, commercial development, and career planning, following the 2026 divestiture of its football division to Wasserman.

Ownership category

akta.pro rank

Product category

Sports Talent Agency Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industry

Sports Agents & Player Contract Negotiation Specialists (MPAKAMAB)

Keywords

• Sports talent agency
• Athlete representation services
• Handball player management
• Contract negotiation services
• Sports career planning

Headquarters

HQ city

Gentofte

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Commission on Player Contracts: Takes a fixed percentage of a player's contract salary as commission. Works with young talents free of charge until they receive their desired professional contract. Established players with attractive contracts subsidize the free services for young talents.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

People in Sport is a Danish sports talent agency that represents professional handball (and previously football) athletes, providing contract negotiation, career planning, commercial and sponsorship development, legal and financial advice, media handling, and post-career transition support. Following the 2026 sale of its football division to Wasserman, the agency concentrates on men's and women's handball talent representation across European leagues, earning commission on player contract salaries.

Product overview

People in Sport is a unified sports talent representation agency that provides comprehensive career management services for professional athletes. The company operates primarily in handball (men's and women's) following the 2026 sale of its football division. Services include contract negotiation, career counseling, commercial partnership development, media handling, and long-term career planning extending beyond active sports careers. The firm employs 14+ specialists and maintains offices in Silkeborg (Denmark) with presence across France, Germany, Norway, Sweden, and other international markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's Handball Talent Representation Full-service agency representation for professional male handball players in Europe, including contract negotiation with clubs, career planning, commercial and sponsorship development, media handling, legal and financial advice, education support alongside elite career, and post-career transition planning. Targets players from rising youth talent through established professionals.
• Women's Handball Talent Representation Full-service agency representation for professional female handball players in Europe, including contract negotiation, career planning, commercial development, education support and post-career planning. Long-term advisory coverage including major players' transitions into education alongside elite sport.
• Athlete Career Planning & Post-Career Transition Services End-to-end career planning for handball clients covering pre-career development, active career management and post-career transition support, including identification of education programmes (e.g., academy degree in International Trade and Marketing), investment introduction, and job placement opportunities after retirement from professional sport.
• Commercial & Sponsorship Development for Athletes Sponsorship and endorsement facilitation service that profiles athletes, evaluates media reach and market position, and connects players to brand partners for commercial collaborations and ambassador engagements. Backed by senior financial sector expertise from Thomas Løvind Andersen and operational delivery from Simon Selmann.
• People in Sport France (Regional Handball Representation) Wholly-owned regional entity providing handball talent representation services in France, under the People in Sport brand. Delivers the same career, contract and commercial advisory bundle to French-market handball clubs and players.

Quantifiable outcome

• Helped Louise Burgaard complete an academy degree in International Trade and Marketing alongside her elite career
• +2 more outcomes

Named customers6 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

Partnerships

One partnership is on record.

• WassermanmajorStrategic or Co-development Partner · 10 February 2026Global sports, music, and entertainment company Wasserman acquired People in Sport's football talent representation division. Key executives Casper Grønn Spielle and Jacob Krüger Andersen joined Wasserman as part of the deal. The acquisition establishes Wasserman's first presence in Scandinavia, marking its entry into the Danish and Nordic market. This follows Wasserman's recent European acquisitions in Switzerland (2024) and Belgium (2025). People in Sport continues to operate its handball division and exits the football industry following this transaction.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Octagon: Global sports marketing and athlete management agency owned by Interpublic. Provides full-service athlete representation and commercial partnerships across multiple sports, including European football and handball-adjacent talent, comparable in service breadth to People in Sport's full-service model.
• Excel Sports Management: US-based sports agency providing athlete representation, contract negotiation, and career management across multiple sports. Operates a similar full-service model to People in Sport though primarily in the US, making it a comparable but regional peer.
• Wasserman: Global sports, music, and entertainment agency that directly acquired People in Sport's football division in February 2026, establishing Wasserman's first Scandinavian presence. Operates in athlete representation across multiple sports, making it both a transactional counterparty and a direct comparable for athlete talent agency services.
• IMG (Endeavor): Global sports and entertainment agency (part of Endeavor / TKO) offering athlete representation, event management, and licensing across multiple sports. Represents a broader incumbent against which People in Sport's specialized handball model competes for elite European talent.
• CAA Sports / Endeavor: Major global talent representation group (now part of TKO Group) with sports division representing athletes across football, handball adjacent sports, and Olympic disciplines. Comparable as a full-service athlete career management and contract negotiation peer at scale.

Direct peers

• Players First (Germany): Germany-based sports agency focused on football talent representation and contract negotiation with a European player placement practice. Compares closely given overlapping geography (Germany), shared target clients (European professionals), and similar boutique operating model.
• Global Sports Communication: Dutch-based sports agency with a long-standing handball and tennis representation practice. Closest direct competitor to People in Sport given shared focus on European handball talent placement and contract negotiation.
• THSP / Talenthouse Sports Group: European athlete management and representation group covering football and other team sports. Similar consultancy-plus-agency positioning to People in Sport, addressing career planning, contract negotiation, and post-career transition for European professionals.
• Stellar Sports Group: International sports management agency representing football and other sports talent across Europe. Comparable athlete management and contract negotiation services with cross-border presence overlapping People in Sport's continental footprint.
• HB Sports Management: European boutique sports agency specializing in handball and football representation. Directly comparable given shared handball focus, agent-led structure, and European club network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/peopleinsport
• LinkedInlinkedin.com/company/people-in-sport-scandinavia
• Instagraminstagram.com/peopleinsport.eu
• Xx.com/peopleinsport

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 People in Sport