REP 1

What REP 1 does

REP 1 is a privately held for-profit sports agency founded in 2006 and headquartered in Irvine, California. Its core function is the representation of professional athletes in football, baseball, and basketball. According to the available operating data, the firm has organized itself into three divisions: a Talent division handling athlete representation across multiple sports (basketball, baseball, football, golf, and NIL), plus coaches, executives, and media talent; a Brands division providing an integrated suite of marketing services to corporate clients including strategy, experiential marketing, content and campaign production, digital and social media, talent and creator collaborations, partnership facilitation, data and analytics, and hospitality; and a Properties division offering property sales, executive search and advisory, analytics, and event management services to sports organizations.

The agency's revenue model combines commission-based talent representation (recurring economic engagement tied to athlete contracts and endorsement deals) with professional-services fees from brand clients and sports organizations. Pricing is not publicly disclosed; engagements are quoted individually based on talent roster, partnership scope, and service requirements. Distribution is relationship-driven: athletes are acquired through industry networking, referrals, and agent reputation, while corporate brand clients are reached through direct sales, presentations, and the agency's industry event presence. Marketing channels consist primarily of the company website, industry events, and reputation-based networking within the sports industry.

The firm operates with 11-50 employees, indicating a small-to-mid-sized private sports management business. No funding rounds, M&A activity, or ownership disclosures are available in the source data. Technology and proprietary tooling are not disclosed, and no AI/ML capabilities are evidenced. The competitive position rests on athlete relationships, multi-sport roster breadth, and the integrated offering of representation plus brand and property services under a single platform.

Name

REP 1

Website

https://rep1sports.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

REP 1 is a privately held sports agency founded in 2006 in Irvine, California, representing professional athletes in football, baseball, and basketball. It also offers brand partnership services and property sales/executive search to corporate clients and sports organizations.

Ownership category

akta.pro rank

Product category

Sports Management and Athlete Representation

NAICS

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

akta.pro primary industry

Athlete Marketing, Endorsement & Sponsorship Representation (MPAKAMAC)

akta.pro secondary industry

Sports Agents & Player Contract Negotiation Specialists (MPAKAMAB)

Keywords

• Sports agency services
• Athlete representation
• Sports marketing
• Brand partnerships
• Talent management

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Talent Representation Services: Commission-based representation for athletes, coaches, media talent, and sports executives in basketball, baseball, football, golf, and NIL (Name, Image, Likeness) categories.
2. Brand Partnership Services: Strategic consulting and activation services for brands seeking sports partnerships, including strategy, experiential marketing, content campaigns, digital/social, data analytics, and hospitality.
3. Property Sales and Executive Search: Sales of sports properties and executive search/advisory services for sports organizations.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

REP 1 is a sports agency providing representation for professional athletes in football, baseball, and basketball, as well as coaches, executives, media talent, and speakers. The firm also delivers integrated brand partnership services covering strategy, experiential marketing, content and campaigns, digital/social, talent and creator collaborations, partnerships, data and analytics, and hospitality, alongside property sales, executive search and advisory, analytics, and events for sports organizations.

Product overview

Excel Sports Management is a sports talent agency and marketing services firm operating as a platform with three core divisions: Talent, Brands, and Properties. The Talent division provides athlete representation across Basketball, Baseball, Football, Golf, and NIL, along with Coaches & Executives and Media Talent services. The Brands division offers a comprehensive suite of marketing services including Strategy, Experiential, Content & Campaign, Digital & Social, Talent & Creator, Partnerships, Data & Analytics, and Hospitality modules. The Properties division manages Property Sales, Executive Search & Advisory, Analytics, and Events services. Together, these divisions enable the company to represent athletes, connect brands with sports marketing opportunities, and manage sports-related properties and events.

Differentiator

Problem solved

Functional benefit

Products and services

• Talent Representation Representation and management services for professional athletes across multiple sports disciplines including Basketball, Baseball, Football, Golf, and NIL (Name, Image, Likeness).
• Coaches & Executives Representation Representation services for sports coaches and team executives seeking career opportunities and contract negotiations.
• Media Talent Representation Representation for media personalities, broadcasters, and sports commentators.
• Speakers Booking Booking and representation services for athletes and sports figures available for speaking engagements.
• Brand Strategy Consulting Strategic consulting services to help brands leverage sports partnerships and sponsorships effectively.
• Experiential Marketing Live sports event experiences and branded activations for fan engagement.
• Content & Campaign Production Creative content production and marketing campaign development for sports brands.
• Digital & Social Media Services Digital marketing and social media strategy and management for sports brands.
• Talent & Creator Partnerships Collaboration between brands and athlete talent for creator-driven marketing content.
• Partnership Facilitation Facilitation and management of brand partnerships and sponsorship deals.
• Data & Analytics Services Sports performance and market data analytics to inform brand decisions.
• Hospitality Services Premium hospitality services for brands at sporting events and venues.
• Property Sales Sales of sports-related properties and marketing assets.
• Executive Search & Advisory Executive recruitment and advisory services for sports organizations.
• Sports Events Management Sports event planning, management, and execution services.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Octagon: Octagon is a global sports marketing and athlete representation agency (part of IPG) offering athlete management, sponsorship consulting, and experiential marketing. It is comparable to Rep 1 Sports as an athlete-representation and brand-services peer, but with materially broader scale and a more diversified global portfolio.
• Roc Nation Sports: Roc Nation Sports is the sports division of Jay-Z-founded Roc Nation, providing athlete representation, management, and brand partnerships. It overlaps with Rep 1 Sports in athlete representation and endorsement brokering, but extends further into entertainment, music, and broader cultural partnerships.
• CAA Sports: CAA Sports is the sports division of Creative Artists Agency, one of the largest global talent representation agencies. Its multi-sport athlete representation, marketing, and property services overlap with Rep 1 Sports' offerings, but at substantially greater scale and as part of a much broader parent portfolio.

Direct peers

• Athletes First: Athletes First is a sports agency most prominently focused on NFL player representation, founded by Leigh Steinberg. While its core is football, it is a directly comparable mid-sized athlete-representation firm competing for the same athlete talent pool in a multi-sport context.
• Klutch Sports Group: Klutch Sports Group is an athlete representation agency with a heavy basketball focus (founded by Rich Paul) and growing football practice. It is a directly comparable peer competing for the same basketball and football athletes Rep 1 Sports represents.
• Excel Sports Management: Excel Sports Management is a multi-sport talent representation and brand-services agency representing athletes, coaches, executives, and media talent across basketball, baseball, football, golf, and NIL. The available data describes it almost identically to Rep 1 Sports' profile - multi-sport talent rep with adjacent brand partnerships and property services - making it the most directly comparable peer.
• Boras Corporation: Boras Corporation is the dominant baseball player representation agency, founded by Scott Boras. It is a directly comparable peer for Rep 1 Sports' baseball representation practice and is widely regarded as a leader in MLB contract negotiation - the same role Rep 1 plays in baseball at a smaller scale.
• Priority Sports & Entertainment: Priority Sports & Entertainment is a multi-sport athlete representation and sports marketing agency representing NFL, NBA, MLB, and other professional athletes. It is a closely comparable peer to Rep 1 Sports in football, baseball, and basketball representation.
• Wasserman Group: Wasserman is a major sports and entertainment agency providing athlete representation across multiple sports along with brand consulting and properties services. It is comparable to Rep 1 Sports as a multi-sport athlete-representation and brand-marketing peer with significantly broader scale.
• Excel Sports Management: Rep 1 Sports itself (rep1sports.com) is included as a self-reference to confirm that its core offering - multi-sport athlete representation across football, baseball, and basketball - is directly comparable to the suite of multi-sport talent agencies listed.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights4 records

Customer concentration

• Xx.com/rep1sports

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 REP 1