Solo Cracks

What Solo Cracks does

Solo Cracks is a Chilean sports management and marketing agency founded in 2015 in Santiago, specializing exclusively in the representation of women football players and coaches. The agency operates as a full-service talent intermediary, offering six integrated modules: representation and intermediation (the core service managing transfers and contract negotiations), sports marketing, personal branding ('Marca Personal'), image consulting ('Asesoría de Imagen'), experience-based services, and scouting. It manages over 80 active player and coach representations and has facilitated more than 700 transfers across 25+ countries, with operational reach spanning Chile, Argentina, Uruguay, Mexico, Spain, and Japan, plus working relationships with the Uruguayan Football Association and clubs in additional top leagues.

The business model combines transaction-based fees on player placements with professional services revenue from marketing, branding, image consulting, and scouting engagements. Pricing is quote-based and not publicly disclosed; the go-to-market is founder-led relationship selling, with Edgar Merino as the principal operator driving both athlete acquisition and club deal flow. The agency has no proprietary technology platform — distribution and deal sourcing run through personal networks, media visibility (CNN Chile, Johan Cruyff Institute), and active social channels on Instagram, Facebook, Twitter, and LinkedIn. Brand partnerships provide a secondary commercial surface connecting advertisers with the women's football audience through the agency's represented athletes.

The agency's primary customer segments are women's football players and coaches (representation and career management), professional clubs seeking talent (placement), and brands seeking access to women's football audiences (sponsorship intermediation). Marquee deals — most notably the Jennifer Hermoso transfer to Pachuca, described as the most important signing in Mexican women's football history — anchor its credibility, while founder Edgar Merino's public advocacy for the professionalization of women's football functions as a brand and pipeline-building asset. Solo Cracks is privately held, has no disclosed investors, and operates with an 11-50 employee headcount from a single Santiago headquarters.

Name

Solo Cracks

Legal name

Solo Cracks

Website

https://solocracks.management

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Solo Cracks is a Santiago-based sports management agency founded in 2015 that exclusively represents women's football players and coaches, offering representation, marketing, personal branding, image consulting, and scouting services across 25+ countries with 80+ active representations.

Ownership category

akta.pro rank

Product category

Sports Management Services

NAICS

Public Relations Agencies (541820), Other Personal Services (8129)

akta.pro primary industry

NIL Representation & Compliance Services (Student-Athletes) (MPAKAMAE)

Keywords

• Sports management
• Women's football
• Athlete representation
• Sports marketing
• Football scouting

Headquarters

HQ city

Santiago

HQ country

Chile

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Player Representation and Intermediation: Agency earns fees from representing female football players and coaches, facilitating transfers, contracts, and career management. Manages the most important signing in Mexican women's football history (Jennifer Hermoso to Pachuca), demonstrating capability in high-value transactions.
2. Sports Marketing Services: Provides marketing and branding services to athletes, helping them develop personal brands and secure sponsorship deals. Services include image advisory and personal brand development.
3. Scouting Services: Identifies and evaluates talent for clubs and organizations, providing scouting services in the women's football space.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Solo Cracks is a Chilean sports management agency that represents and markets female football players and coaches. Its core services include representation and intermediation (managing transfers and contract negotiations with clubs across 25+ countries), sports marketing, personal branding, image consulting, experiences, and talent scouting.

Product overview

Solo Cracks is a Chilean sports management and marketing agency specializing exclusively in women's football since 2015. The company operates as a unified service offering across six integrated modules: Representation and Intermediation (core service managing player transfers and club negotiations), Sports Marketing, Personal Branding (Marca Personal), Image Consulting (Asesoría de Imagen), Experiences, and Scouting. Together, these services manage athletes' professional development on both sporting and commercial fronts, representing players across more than 25 countries with over 80 representations and more than 700 transfers facilitated.

Differentiator

Problem solved

Functional benefit

Products and services

• Representación e Intermediación (Representation and Intermediation) Sports representation and intermediation services for female football players and coaches, managing transfers and negotiations with clubs across 25+ countries. Core service of the agency.
• Sports Marketing Marketing services for sports professionals, helping athletes build their public image and commercial presence.
• Marca Personal (Personal Branding) Personal branding services that help athletes identify their values, virtues, and qualities to develop their professional image on social media and various media channels.
• Asesoría de Imagen (Image Consulting) Image consulting services to help athletes present their values and professional qualities across different media platforms.
• Experiencias (Experiences) Experience-based services offering unique opportunities for athletes.
• Scouting Talent identification and scouting services for female football players.

Quantifiable outcome

• Managed the most important transfer in Mexican women's football history (Jennifer Hermoso to Pachuca)
• +1 more outcomes

Named customers11 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

Three partnerships are on record, tiered minor and core.

• Johan Cruyff InstituteminorStrategic or Co-development PartnerEducational content collaboration with Johan Cruyff Institute on topics related to personal branding and sports management in football. Edgar Merino has contributed articles and participated in educational content about women's football management.
• Uruguayan Football Association (AUF)minorOthersCollaboration with Uruguayan Football Association as part of the network of leagues and clubs represented by Solo Cracks athletes.
• Football Associations and Clubs (Chile, Argentina, Spain, Mexico, Japan)coreOthersActive working relationships with football clubs from top leagues in Chile, Argentina, Spain, Mexico, and Japan where represented players are contracted. Logos of these organizations appear on the website as part of the agency's network.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Wasserman:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/SoloCracks
• Facebookfacebook.com/solocracks
• LinkedInlinkedin.com/company/solo-cracks
• Instagraminstagram.com/solocracks

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Solo Cracks